Snif is taking aim at a new demographic and olfactive territory with the launch of its latest subbrand.

Called Notewrks, the launch features three juices, which will debut on the brand’s website Dec. 4. Prices are yet to be solidified, but will hover around those of Snif’s core offering as well as existing subbrand Nonoses Inc.

The debut comes after the brand, a pandemic-era brainchild of cofounders and co-chief executive officers Bryan Edwards and Phil Riportella, has expanded into retail and is said to expect $40 million in gross revenue for 2025.

“We’re in 1,500 Ulta doors now,” Edwards said. “We increased shelf space by 60 percent. The support from Ulta has been unbelievable, and we’re moving a lot of product. Our tagline this year is that we’re the funnest brand in fragrance, so we’re doing as much fun stuff as we can in terms of product, packaging and collaborations.”

Indeed, Snif has found a slew of successes with a wide range of past and present collaborators. Among them, creators Stephanie Suganami and Monet McMichael and author Alex Elle. “We have a couple of mega-collaborations for next year, and that’s a big part of the business,” Edwards said. “We look at what our competitive set is doing, and when they go right, we go left at every opportunity. That was the inspiration for Nonoses.”

That brand offers unexpected takes on gourmand scents, such as the hyper-realistic croissant-scented Crumb Couture, or Swede Tooth, inspired by candy. For Notewrks, the opportunity is just as demographic as it is olfactive. Taking cues from the body mist boom led by brands like Sol de Janeiro, Edwards said: “There’s no mass men’s fragrance like that. Men’s fragrances are a multimillion-dollar market that don’t have an accessible luxury option. We needed to make a brand that speaks to the male consumer at that price point and it needs to be the same quality of product.

“The olfactives within cologne hasn’t been revisited in a very long time. Everything is either very barbershop, clean fougère, tobacco-leather-smoky or super hyped-up woods. Notewrks is about taking some of the most successful scent profiles that exist within the feminine consumer space and reenvisioning them for a male shopper.”

Edwards thinks the connoisseurship among male fragrance buyers — particularly younger ones — is there to appreciate the scents.

“We are going after the Gen Alpha to Millennial consumers, and listen, we’re making a bet,” Edwards said. “We know that guys are shopping for more fragrance than they ever have.”

Clean Getaway, for example, highlights notes of apple, a clean laundry accord, rice, dublimolide, orcanox and amberwood. Sunny Is a Feeling features bergamot, mandarin, grapefruit, tonka bean, cedarwood and vetiver. On the gourmand front, Room for Dessert showcases strawberry, a crème brûlée accord, ambrette, cedarwood, vanilla and orcanox.

Added Riportella, “Each Notewrks cologne gets the same care, creativity, and quality you expect from Snif, just with room to play around with bolder, more traditionally ‘masculine’ notes (and even some less traditional notes that you wouldn’t necessarily expect in a cologne). The result is colognes that feel elevated, personal, and totally different.”

They all cater to key olfactive trends of the moment, with Clean Getaway being “a re-envisioning of what a skin scent could be for men,” Edwards said. “It’s all in the spirit of fun, the juices are insanely high quality, we’re formulating at really high price points. And we’re going to put it out there and see where it goes.”

Another insight Edwards mined was that men buy fragrance for themselves as much as women do the purchasing for men. “The other big insight was we wanted to toy-ify the brand. The bottles are colorful, there’s a very clear color profile for each guy when he reaches into his cabinet, and there’s a masculine feel with the stainless steel lids.”

Beyond that, each scent is getting its own playlist on Spotify.

“For men, we found this really interesting intersection between music and all the other areas that men consume,” Edwards said. “This overlap of fragrance and music is meant to have a whole bunch of different musical elements, from the name to the marketing all-around. Each scent will roll out with a playlist of songs to set the mood and the vibe. All of these make it very digestible for the guy to know which scent is meant for him.”