Tyler, the Perfume Creator | BoF

Tyler, the Creator has lengthy believed in shortage. Restricted-edition drops for his skate-inspired clothes line Golf Wang and collaborations with Converse and Lacoste are what made hypebeasts line up in droves for his vibrant sneakers, polo shirts and hats for the final decade.

However as his almost two-year-old luxurious life-style model Golf le Fleur grows up, the musician-turned-designer is taking a brand new strategy to his magnificence portfolio.

“I can’t entrance. I would like the perfume all over the place,” he informed The Enterprise of Magnificence.

Like hip-hop contemporaries Pharrell Willams and Kanye West, Tyler Gregory Okonma — higher often called Tyler, the Creator — has cultivated a singular aesthetic and constructed life-style manufacturers whereas making music. The Grammy-winning artist is greatest recognized for his style affect, with ties to the late Virgil Abloh and Supreme. Nevertheless it’s his perfume, French Waltz, that has grow to be the bestseller for his budding model, Golf le Fleur, over nail polishes, clothes, eyewear and baggage.

Earlier this month, the artist expanded his magnificence proposition to quite a few bodily retailers, including 10 extra Neiman Marcus areas, from a sole outpost in Beverly Hills, and launching in Dover Road Parfums Market in Paris. These companions be a part of Bergdorf Goodman, Arielle Shoshana and a number of other unbiased boutiques globally. The model hopes to develop wholesale to twenty % of its whole income, up from 10 % right this moment.

“I’m not an internet shopper, a lot. I don’t even use Uber Eats. I’m going to eating places,” Tyler stated. “For me, in-store expertise is primary, as a result of I’m an individual with senses that work.”

The Cult of Tyler

Greatest recognized for his genre-bending musical profession that started along with his hip-hop collective Odd Future, Tyler’s type has advanced simply as his music has. He performed a serious function within the rise of Supreme; resale web site Grailed reported that he drove the best variety of Google searches for Supreme above A$AP Rocky, Travis Scott and Justin Bieber between 2011 and 2015. He’s additionally credited with pioneering what’s now known as “grandpacore” style nicely earlier than TikTok found it.

He rapidly grew to become often called a trendsetter, which led to the launch of skate and streetwear model Golf Wang in 2011. An elevated sub-brand, Golf le Fleur, first appeared 5 years later with Converse and Lacoste collaborations, and was spun off right into a standalone label in 2021. Tyler has stated the foray into luxurious was inspired by Abloh, with whom he had shut ties — he composed the rating and starred within the designer’s final Louis Vuitton runway assortment in January 2022. A 100ml bottle of Golf le Fleur’s French Waltz perfume retails for $200, and a baggage assortment sells for $155 to over $3,000.

An image of Golf le Fleur's French Waltz fragrance bottle with green floral cap.

“He’s aged along with his fan base from these skater children … to now speaking about homes, speaking about vehicles and speaking about skincare and speaking about watches. I feel it’s fairly a refined imaginative and prescient,” stated 20-year-old designer Fintan Fox, a self-proclaimed Tyler fan.

Although most movie star manufacturers have garnered a collective eye roll from the general public, Tyler appears to have an elusive part that another magnificence founders like Brad Pitt and Jared Leto lack: intensely devoted followers prepared to purchase his merchandise.

“He’s a kind of artists that has that die-hard fan base,” stated Marina Mansour, vice chairman of magnificence and wellness at creator advertising company Kyra. “Tyler’s mainly a enterprise, however he’s carried out it in a manner that you just sort of didn’t actually discover as a result of it’s not like he out of the blue was the face of every little thing and shoving merch down everybody’s throats.”

Tyler has stored his title and picture off merchandise to mitigate the danger of on-line backlash that has plagued movie star founders. “If I fucking ran over a cat, I don’t need folks to totally disregard that nice scent as a result of my face is on it they usually hate me now,” he stated.

His mentions of skincare and his perfume in music lyrics have made Tyler’s leap from style to magnificence extra seamless. (French Waltz is often referenced on his 2021 album “Name Me if You Get Misplaced.”) “He does discuss magnificence; he’s all the time acquired his nails carried out. Aesthetics are such a giant a part of him,” added Mansour.

Up to now, customers have principally purchased into Tyler’s magnificence imaginative and prescient on-line, however the founder burdened the significance of experiencing magnificence in retailer. Acknowledging that he doesn’t have a robust female-focused buyer base, Tyler stated that the transfer into Neiman Marcus will enable him to achieve a wider viewers.

“I like that will probably be individuals who do not know who I’m who get to not solely scent the perfume, but additionally scent it from a clean state,” he stated.

Along with extra retail areas, Tyler hopes to open a standalone Golf le Fleur retailer. He’s additionally taking it sluggish with class enlargement, however acknowledged that French Waltz is simply his “first” perfume.

“Proper now, I simply need to deal with fragrance,” he stated. “Perhaps in the future, a French Waltz physique wash or some random shit like that. I don’t need to overdo it. … I don’t even need to deal with, ‘5 years from now, we’re going to have fucking toe cream and hair moisturizer.’ Let me at the least get folks to scent the primary perfume first.”