Fragrance is no longer just a luxury — it’s becoming a daily ritual.In this episode of Ecommerce on Tap, Aaron Alpeter sits down with 5 SENS founder Divya Gugnani to break down the massive shift happening in the fragrance industry.They cover:Why fragrance is the fastest-growing beauty categoryThe rise of “fragrance wardrobes” vs signature scentsWhat most founders get wrong about clean beautyHow to build a brand that actually has repeat purchaseThe real playbook behind building a business worth buyingIf you're building in beauty, DTC, or consumer brands — this is a must-watch.