How to Choose
the Perfect Fragrance

Go where no nose has gone before.

When looking for a new fragrance, Gontarski has very simple advice. "Wear something that no one else is wearing, is the obvious answer," he says. "If you want to stand out, focus on things you haven't seen before. Stay away from the things you know everyone is wearing and be open minded ... What not to do is go to the obvious places."

This might take some looking though. Gontarski recommends drifting toward colognes and fragrances you haven't seen before when shopping and, if a specialized shop isn't in your area, you can still make it work at mainstream stores. He recommends Bloomingdale's—which now has a section devoted to niche fragrances—and even Sephora, who he says has upped their game in turning to smaller brands for stock.

Sample before you buy.

"How do you know it's the right choice for you?" Gontarski asks. "If you like it, if you want to keep smelling it on yourself, it's the right choice." But this doesn't mean sniff, grab, and go: you have to wear the scent out. As Gontarski says, every scent has a journey: it starts strong upon application and, if it is still noticeable throughout the day, the scent might be a good fit for you.

"You have to try something on your skin," he says. "You might read about it and it might sound interesting — You might even smell it on paper! — but, until you actually try it out and test drive, you won't know if it's the right choice for you."

Do some fragrant homework.

Once you've found a scent that you've worn out and enjoy, poke around to understand why you like it. "If you find a sample or two that you love, read about it," Gontarski says. "It's a learning curve." He recommends visiting websites that are designed for fans fragrances like Fragrantica ("The wikipedia of perfume.") and Base Notes ("Which is a little more technical, for hardcore people into perfume.").

Know fragrances have no gender

Some may get hung up on if a scent is for men or women. But you know what? That's all bullshit, according to Gontarski. "With perfume, it's as simple as 'Do I like it or not?'" he says. This is why, in his store, none of the fragrances are denoted by gender but by notes to the nose. "The whole gendering of fragrance is such a marketing thing," he adds. "They might say 'for him' or 'for men' or 'for women' but this is all a suggestion. It doesn't mean anything. Just put on what you want to wear."