In August 2018, Ariana Grande unveiled her fourth studio album, Sweetener. This album marked a pivotal moment in her career, featuring a vibrant album cover and showcasing a fresh look with a low ponytail. Though it may seem like a minor change, it represented a significant evolution for an artist known for her carefully curated image, especially considering her past reluctance to be photographed from her right side. Just a month later, Grande launched her fifth fragrance, Cloud, which broke the mold of her earlier perfume designs by departing from the previous spherical aesthetic, presenting a clear blue bottle encased in a soft white cloud.

Both Sweetener and Cloud convey a powerful message from Grande: while she may have been viewed as a conventional pop star, she was just beginning to redefine her artistic boundaries. With these releases, she aimed to demonstrate her true versatility, not only in music but also in the realm of fragrances, proving her capability in crafting exceptional perfumes that resonate with her audience.

When Ariana Grande joined forces with Luxe Brands for her inaugural fragrance in 2015, she entered a market that was already in decline. Celebrity perfumes had become stale, with artists like Rihanna and Katy Perry producing forgettable scents, and Taylor Swift having exited the scene the previous year. While her celebrity peers have shifted towards launching high-end skincare lines, Grande’s choice to focus on perfume was a nostalgic approach that has proven successful. Her fragrance narratives align seamlessly with her musical persona, and the unexpected popularity of Cloud has attracted a diverse fan base that extends beyond her most dedicated followers, known as Arianators.

This achievement is particularly notable given the typical struggle of celebrity fragrances to reach audiences outside their loyal fan bases. As The New York Times perfume critic Chandler Burr remarked in a favorable review of Britney Spears’s Midnight Fantasy, celebrity perfumes often suffer from the stigma of being perceived as cash grabs lacking substance. He further noted that the quality of many celebrity fragrances can often leave much to be desired, making them difficult to sell.

Ariana Grande Thank U Next Eau de Parfum

Ariana Grande God Is A Woman Eau de Parfum

Ariana Grande Cloud Eau de Parfum

However, some fragrances transcend the typical limitations of celebrity branding. “Leaving aside Ariana as a celebrity, I would choose Cloud even if it were in a different brand’s packaging,” asserts Tynan Sinks, a beauty writer and cohost of the popular perfume podcast Smell Ya Later. His admiration for Grande, both as a musical artist and a fragrance innovator, frequently shines through in his discussions. “It’s akin to her musical talent; even if you’re not a fan, the quality is undeniable,” he adds, highlighting the universal appeal of Grande’s fragrances.

Sinks has been intrigued by Grande’s fragrance line since its inception, although he admits her early releases didn’t stand out in the crowded market. “The first few were rather typical celebrity scents—pleasant but unremarkable,” he notes. Nevertheless, these initial fragrances helped establish Grande’s credibility in the fragrance industry early in her music career. With her first launch, Ari, in 2015, featuring a delightful rose marshmallow fragrance, she was already building momentum with two successful albums, while also distancing herself from her Nickelodeon persona as she evolved into a serious artist.

Her second fragrance, Frankie, introduced in 2016, was notably groundbreaking as it was marketed as unisex. While it’s true that all fragrances can be worn by anyone, the straightforward labeling as unisex was a rarity among celebrity and designer perfumes at that time. Following Frankie, she released Sweet Like Candy and Moonlight in 2016 and 2017, both characterized by sweet, fruity floral notes reminiscent of Ari. By 2017, Grande’s fragrance sales had already reached an impressive $150 million, a commendable achievement, but her earlier products didn’t draw much attention unless consumers were specifically looking for celebrity fragrances. “Everything changed with Cloud,” Sinks emphasizes, marking a turning point in Grande’s fragrance journey.

“Ariana is always in search of a captivating fragrance, one that resonates deeply and compels repeated wear,” explains Clement Gavarry, the perfumer behind Cloud. When Gavarry joined the project, he brought extensive experience, having crafted successful perfumes across niche and designer markets, including the iconic Lovely by Sarah Jessica Parker. Collaborating with a celebrity is similar to working with any other client, but Grande’s fan base is particularly passionate and loyal. “After launching two or three fragrances, consumers may begin to lose interest. However, with Ariana, that’s never a concern; her fan base is incredibly dedicated,” he adds, highlighting the unique connection between Grande and her supporters.

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Her fans were eager for a unique experience, and with Cloud, they discovered a luxurious blend of lactonic and whipped-coconut musk that envelops the wearer in warmth and comfort. The essence of Cloud lies not in any single note but in its overall cozy and inviting quality. “It’s remarkably distinct and recognizable; anyone wearing it leaves a significant scent trail. Its longevity is impressive, which is a hallmark of a timeless fragrance,” Gavarry explains. Ultimately, wearing Cloud ensures that people will notice your scent and inquire about it, which is crucial for a fragrance to achieve cult status.

The following year, Cloud was honored with The Fragrance Foundation’s prestigious Fragrance of the Year award in the Women’s Popular category, and its success has continued to soar. It is reported that a bottle of Cloud sells every 11 seconds, showcasing its immense popularity. The fragrance is often compared to the luxurious but expensive Baccarat Rouge 540 by Maison Francis Kurkdjian. While opinions differ on how similar the two scents are, the mere association with a $325 fragrance underscores the sophistication of Cloud, which is affordably priced at just $45 for a one-ounce bottle.

“Cloud makes me feel smart, capable, and effortlessly chic. Like someone who’s reached inbox zero. Like someone who doesn’t have an old beef stew Tupperware rattling around in her workbag,” says Ariel Dumas, the head writer and producer for The Late Show with Stephen Colbert. Dumas admits she wasn’t particularly invested in Grande as a pop icon; instead, she was more aware of Grande’s celebrity antics, such as her rumored demand to be carried around by her bodyguard. However, when Dumas stumbled upon the many positive reviews for Cloud while searching for new fragrances during the pandemic, she was immediately captivated and began recommending it to others.

Ariana Grande R.E.M. Eau de Parfum

Ariana Grande Sweet Like Candy Eau de Parfum

Ariana Grande Ari Eau de Parfum

Ariana Grande Moonlight Perfume

“During the pandemic lockdown, I really got into collecting sample fragrances, as inspired by journalist Rachel Syme’s tweet series, ‘Perfume Genie.’ This sounds silly, but trapped in a small apartment, I had so little sensory input. Smelling different things was a form of mental escape,” she shares, illustrating the emotional connection many have with fragrances.

Dumas’s experience reflects a broader trend; according to Monica Arnaudo, chief merchandising officer at Ulta Beauty, “The fragrance category was on fire throughout the pandemic, and that momentum has only continued.” Ulta Beauty has been the exclusive retailer for Ariana Grande Fragrances since 2018, benefitting from this surge in consumer interest.

Following the success of Cloud, Grande’s subsequent fragrances have pushed the boundaries of creativity in both scent and packaging. Each new fragrance is now intricately tied to her music, with names reflecting her songs, such as R.E.M., featuring an airy lavender fragrance enriched with a trendy fig note. Her 2019 release, Thank U, Next, not only built upon the popular coconut note established in Cloud but also featured a playful ad campaign that cleverly repurposed iconic themes from Mean Girls and Bring It On. Unlike the mere product placements seen a decade ago, fragrances in the Ariana Grande brand now take center stage.

Her latest fragrance launch, God Is a Woman, crafted by renowned perfumer Jerome Epinette, known for his work with Byredo, responds to the growing demand for “clean” fragrances, composed of 91 percent naturally derived ingredients. “The evolution of celebrity fragrances has been substantial,” notes Gavarry. “People now seek quality in fragrances rather than just a celebrity name.”

Younger consumers are becoming increasingly discerning, especially as platforms like PerfumeTok broaden the exposure of fragrances. “The interest in fragrance has surged among beauty consumers, with a growing number of younger guests exploring the category at an earlier age,” shares Arnaudo. “One major trend is the desire for a diverse fragrance wardrobe that reflects varying moods and feelings.” Aspiring perfume enthusiasts looking for affordable yet popular scents will find an extensive selection within Ariana Grande’s fragrance line, further amplified by countless TikToks and YouTube videos dedicated to reviewing her collection. According to U.K. platform Hey Discount, Grande’s fragrance line is the most-searched celebrity