The Captivating Scent Revolution: Tyler, the Creator's Irresistible Dive into the World of Beauty

Tyler, the Creator has always embraced scarcity as a core belief. For the past decade, his skate-inspired clothing line Golf Wang, along with his collaborations with Converse and Lacoste, have captivated fans, who eagerly lined up to get their hands on his vibrant sneakers, polo shirts, and hats.

However, as his high-end lifestyle brand Golf le Fleur continues to evolve, the musician-turned-designer is adopting a fresh strategy for his beauty collection. "I have to be honest, I desire the fragrance to be ubiquitous," he expressed.

Tyler, the Creator, known by his stage name, has established himself as a one-of-a-kind artist in the hip-hop industry just like Pharrell Williams and Kanye West. Apart from making music, Tyler has successfully developed his own unique aesthetic and lifestyle brands. His notable fashion influence, connections with renowned figures like the late Virgil Abloh, and association with the prominent skate brand Supreme have brought him immense recognition. However, it is his fragrance, French Waltz, that has emerged as the top-selling product for his burgeoning brand, surpassing even nail polishes, clothing, eyewear, and luggage.

Earlier this month, the artist expanded his beauty proposition to several physical retailers, including 10 additional Neiman Marcus locations, apart from the existing outpost in Beverly Hills. Additionally, the brand launched in Dover Street Parfums Market in Paris. These partners have joined Bergdorf Goodman, Arielle Shoshana, and various independent boutiques globally. The aim of the brand is to increase wholesale revenue to 20% of the total, which is currently at 10%.

"I'm not much of an online shopper. I don't even use Uber Eats. I prefer going to restaurants," Tyler expressed. "For me, the in-store experience is paramount, as my senses are fully functional."

The cult of Tyler

Renowned for his unconventional musical journey that originated from his involvement with the hip-hop collective Odd Future, Tyler's style has transcended alongside his ever-evolving music. Playing a pivotal role in the emergence of Supreme, a leading resale site Grailed revealed that he generated the highest number of Google searches for Supreme during the period of 2011 to 2015, surpassing A$AP Rocky, Travis Scott, and Justin Bieber. Moreover, he is credited as the trailblazer behind the pre-TikTok "grandpacore" fashion movement.

He gained quick fame as a trendsetter, leading to the establishment of the skate and streetwear brand Golf Wang in 2011. Five years later, a premium sub-brand called Golf le Fleur emerged through collaborations with Converse and Lacoste, eventually becoming its own independent label in 2021. Tyler credits Abloh for encouraging him to explore the luxury market, as they maintained close ties—he even composed the score and starred in Abloh's final Louis Vuitton runway collection in January 2022. The Golf le Fleur French Waltz fragrance is priced at $200 for a 100-milliliter bottle, while the luggage collection ranges from $155 to over $3,000 in price.

Tyler, the Creator attends the Louis Vuitton's Fall-Winter 2022 fashion show as part of Paris Fashion Week on January 20, 2022.

Victor Boyko/Getty Images

"He has matured alongside his fan base, transitioning from skater kids to discussing topics such as houses, cars, skin care, and watches. This evolution showcases his refined vision," stated Fintan Fox, a 20-year-old fashion designer and self-proclaimed fan of Tyler.

While numerous celebrity brands have often received disdain from the public, Tyler possesses an elusive quality that some other beauty founders like Brad Pitt and Jared Leto may lack: a fiercely loyal fan base who eagerly purchase his products.

"He is an artist who has an incredibly dedicated fan base," Marina Mansour, vice president of beauty and wellness at Kyra, a creator marketing agency, explained. "Tyler is essentially a business, but he has managed to do it in a way that doesn't come across as aggressive or overwhelming. He hasn't suddenly become the face of everything, forcefully promoting merchandise to everyone."

To avoid the potential backlash faced by celebrity founders, Tyler has consciously chosen not to associate his name or photo with his products. He believes this approach protects the quality and reputation of his brand. As he stated, "If I were to make a mistake or face criticism, I wouldn't want people to dismiss my products based solely on my image being attached to them and the resulting hatred towards me."

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Tylers smart integration of skin care and fragrance references in his lyrics has effortlessly expanded his influence from the realm of fashion to beauty. (His 2021 album "Call Me if You Get Lost" frequently mentions French Waltz.) Mansour further emphasized, "He consistently discusses beauty and even takes great care of his nails. Aesthetics hold a significant role in his persona."

"I appreciate the opportunity for individuals who are unfamiliar with my work to not only encounter the fragrance, but also experience it without any preconceived notions," he expressed, referring to his excitement about expanding into Neiman Marcus.

Tyler has plans to open a standalone Golf le Fleur store alongside his growing number of retail locations. While he is not rushing into expanding into new categories, he did mention that French Waltz is only his initial fragrance. "At the moment, perfume is my main focus," he explained. "Perhaps in the future, we might introduce a French Waltz body wash or something random like that. However, I don't want to go overboard... I don't even want to think about having toe cream and hair moisturizer five years from now. Let's first allow people to experience the aroma of our debut fragrance."

This article was originally published by The Business of Fashion, an editorial partner of CNN Style. Read more stories from The Business of Fashion here.