Dilutional

Digital Services & Streaming

Dilutional is a direct-to-consumer fragrance house that sells gender-neutral eau de parfums, discovery sets, and 8 ml travel sprays. All SKUs sit in the premium tier, priced USD $95–$165 for 50 ml bottles and $28 for discovery vials, and are available exclusively through dilutional.com with worldwide shipping. The brand positions itself as “olfactory color theory,” releasing perfumes matched to Pantone swatches and corresponding emotional states; each juice is mixed at 20 % concentration, bottled in matte gradient glass, and named after a hex code. Headlines have focused on #4B0082 (a smoky iris) and #00FF7F (a neon fig), both of which sell out within days of small-batch drops. Core buyers are 20-35-year-old creatives—graphic designers, photographers, and digital artists—who treat scent as an extension of visual identity and post flat-lay photos of the bottles on Instagram and TikTok. They value limited-edition drops, genderless aesthetics, and the brand’s open note pyramids that read like color formulas. Dilutional competes with other indie-niche perfumeries that release artistic, short-run scents above the $90 mark; it differentiates through chromatic storytelling, tight inventory, and a web-only model that eliminates retailer mark-ups while keeping collections rotating every quarter.

Scent that looks as good as it smells on your feed