Eau de . . . mayo? 2024 was the year perfume got weird

From Hellmann’s to Auntie Anne’s, brands got in on the niche fragrances industry this year.

Imagine you’re walking down the street in New York City, bundled up to enjoy a glorious December morning. A passing Uber sends a rush of air over the sidewalk, carrying with it the distinct scent of buttery dough, salt, and a slight cloying sweetness—all the notes of a hot, greasy-to-the-touch Auntie Anne’s pretzel (the perfect cold weather snack). But, to your dismay, there’s not a blue awning in sight. So where did that distinct smell come from? In the year 2024, probably from the perfume bottle of your fellow pedestrian.