Last summer, digitally native fragrance house Dossier brought its first-ever pop-up experience to New York City, and a year later, the TikTok-favorite brand has officially opened the doors to the first Dossier flagship boutique. “The pop-up showed us that when customers have an in-person experience, they are so much more willing to try an original fragrance,” said Max Poussier, Dossier Vice President of Branding. As such, Dossier released its newest Originals scent, It Factor, in-store five days ahead of its online launch.

The Dossier flagship boutique in NoLita is a hub for product discovery and education, and within the immersive, open-concept and elegant space, guests will find testing stations that reduce paper waste, prevent fragrances from mixing in the air, and capture in-store traffic analytics in real-time.