Danielle Bernstein Launches WeWoreWhat’s First Fragrance, 001

Danielle Bernstein, the powerhouse behind the WeWoreWhat brand, is stepping into the fragrance world with WeWoreWhat 001, the brand’s debut scent. Known for her bold style and savvy brand building, Bernstein has teamed up with renowned fragrance partner Parlux to create a scent that’s not only a natural extension of her lifestyle brand but also a deeply personal expression of her signature aesthetic. WeWoreWhat 001 launches on November 18 on the WeWoreWhat website, with a broader retail rollout at Ulta Beauty in early 2025.

Crafting the WeWoreWhat Signature

For Bernstein, fragrance has always been more than just an accessory. “Scent has always been a huge part of my life and I’ve always mixed and matched different perfumes to create my signature smell,” Bernstein said. This personal history with fragrance laid the foundation for WeWoreWhat 001, a scent that blends her favorite notes into a fragrance that’s rich, layered, and sophisticated.

Created by master perfumer Jerome Epinette of Robertet, WeWoreWhat 001 features an alluring combination of sandalwood, amber, patchouli, cedarwood, musk, fig, and cardamom. The fragrance has a warm, inviting base that makes it wearable in various settings, while the top notes provide an intriguing brightness and a hint of spice. “There’s something about it that’s addictive, but it’s very versatile, and a lot of different people can wear it,” Bernstein noted, describing her vision of a fragrance that feels classic and unique.

An Artisanal Bottle 

The bottle for WeWoreWhat 001 was designed with the same attention to detail and style that defines Bernstein’s brand. Inspired by elements from her own home, the bottle incorporates textural cues from her travertine dining table, stone pots, and brass accents. The result is a fragrance bottle that looks as elegant on a vanity as it does in a design magazine. It’s an eye-catching minimalist yet luxurious design.

A Strategic Partnership with Parlux to Reach New Heights

Bernstein’s partnership with Parlux shows her brand’s growth beyond the influencer space and into a fully realized lifestyle label. Lori Singer, president of Parlux, sees this fragrance as a fitting addition to the Parlux portfolio, describing WeWoreWhat as more than just an influencer-driven brand. 

“She comes with her own vision, and this engaged community of people that are giving real-time feedback,” said Singer. “They’re helping to shape the brand, we’re listening, and she’s listening.”

Singer is confident in the fragrance’s direct-to-consumer success, emphasizing Bernstein’s skill at engaging her fans and building anticipation. Bernstein’s most dedicated followers will get an early taste of the fragrance before it reaches a new audience at Ulta Beauty, and this is expected to boost overall sales. 

Behind-the-Scenes 

Bernstein’s fans have been on a year-long journey with her through the fragrance’s development. From sharing glimpses of her meetings with Epinette to offering behind-the-scenes insights into the iterative design process, Bernstein has created a feeling of co-ownership with her audience. “We have been documenting the making of this for the past year and a half, every meeting I’ve gone through, every iteration,” Bernstein shared, adding that this approach allows her followers to feel part of the story behind the scent.

WeWoreWhat 001 will retail for $28 for a travel spray and $79 for a full-size bottle in an attempt to make the product more accessible to a wider range of consumers. With estimated first-year sales projected between $15 million and $20 million, Bernstein’s entry into the fragrance world is set to be a strong one.

Expanding the WeWoreWhat Universe into Beauty

For Bernstein, launching WeWoreWhat 001 is a natural evolution of the brand’s growth from clothing and accessories into an all-encompassing lifestyle. As Bernstein looks to continue expanding into new categories, WeWoreWhat 001 represents a significant step in her vision to offer a head-to-toe brand experience. 

“WeWoreWhat is really becoming a head-to-toe brand, and that includes the way you smell,” she explained. This fragrance launch, complete with a detailed digital marketing strategy, is positioned to make a lasting impact within the beauty industry.

With WeWoreWhat 001, Bernstein is making a statement that her brand is here to stay, influencing not only what her audience wears but how they present themselves to the world. This debut fragrance marks the beginning of an exciting new chapter for WeWoreWhat.