Parizaad Khan Sethi

From founders to brands, beauty’s A-list is embracing Substack as a medium for long-form storytelling. Veterans of the platform say that businesses have to invest in their editorial strategies, or need not apply.

Luxury fragrance houses like Marc-Antoine Barrois, Amouge and Krigler are pouring investment into their retail spaces, master perfumers and artisanal manufacturing — and reaping double-digit sales growth.