Over the past few years, Charlie D’Amelio has become a household name, amassing 146 million TikTok followers and counting, starring in her own reality TV show on Hulu, and becoming a mogul in the beauty industry. In 2020, the TikTok star and her sister Dixie D’Amelio it became faces of Morphs GenZ-centric makeup line Morph 2. The same year the sister duo launched a nail polish line with Orosa beauty. You can also find a range ‘get ready-with-me’ and ‘My favorites’-style beauty videos about her social channels. But fragrance is a new frontier for D’Amelio.
In a recent phone call, the 18-year-old said she’s never had one signature scent, but was always jealous when her mom and dad spritzed on their go-to scents before a night out. Now she has created one of her own, with Born to dreamcurrently available at Ulta.
The process of creating the fragrance took a full two years. D’Amelio said she flew to the south of France to meet with experts and test a number of fragrance blends before landing on the combination that is now Born Dreamer. “For me, fragrance is something that I’ve come to love and learn about. It’s just been so incredible to hear how it works and how much goes into developing a fragrance,” said D’Amelio.
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Born Dreamer consists of fruity floral tops and the skin’s musky base notes, so the scent is enhanced differently with each the user’s natural aroma. “It’s individual to each person,” D’Amelio explained. She describes the scent as a clean, confidence-boosting fragrance. When asked what TikTok sound it would be, she explained that it would be one of those added to the background of “extra clean, simple aesthetic videos.” “I just think that kind of goes hand in hand with the scent.”
One of D’Amelio’s goals in creating the fragrance was to inspire people to achieve their goals and achieve their dreams. For the original promotion, D’Amelio created a TikTok that users could sew and film themselves, inviting them to share their dreams. She chose several people to spearhead the social media campaign for the fragrance’s launch, including makeup content creators Melz Morales and model Lori Ann.
“I could have put a casting out for people who are professional models or people who do campaign shoots,” D’Amelio said. “But for me, I wanted this to be a little different. I wanted to hear from people who don’t make a living from this, their real thoughts…I think I’ve been able to develop a little more of a relationship with the scent by hearing what they think of it.” D’ Amelio hopes to continue exploring new fragrances and perhaps expand the Born Dreamer collection.
Emily Burns is assistant beauty editor at ELLE Magazine. When she’s not writing, she’s probably drinking an Aperol spritz and cuddling her cat on Wednesdays…or plotting how to date Pete Davidson.