Why Snif’s Strawberry Moon Fragrance Keeps Selling Out
If you’ve been scrolling the astrology-obsessed corners of Instagram and TikTok (a.k.a. #AstrologyTok) this week, then you’re probably well aware that a rare Strawberry Supermoon is on full display. If you’re like us, you might even take some beauty inspo from the celestial body — and our current fragrance obsession is, ahem, quite on-the-nose.
Fragrance brand Snif partnered with The Goodtime Hotel — co-owned by David Grutman and musician, artist, and Humanrace founder Pharrell Williams — and its on-site pool club Strawberry Moon (named for the lunar event) to formulate a scent that’s all too perfect for a long weekend spent under the moon. Strawberry Moon captures that distinct olfactory blend of sun, sand, and the luxurious beaches lining the Miami Beach coast.
I recently scrolled through a large number of astrology and fragrance fans buzzing about it on TikTok. “It smells The Good Place encapsulated in a bottle, but make it retro midcentury modern,” said TikTok user @thegreyordinary, while @savannahsniffs described it as “the Miami nightlife after you just spent your day in the sun.” After trying (and loving) the fragrance myself, I reached out to Snif cofounder Bryan Edwards to learn more.
“Miami has an incredible energy you cannot find anywhere else — we wanted to match that energy with a scent experience that’s bright and vibrant,” recalls Edwards. The layering of zippier notes (like pink pepper and bergamot zest) atop elegant elements (such as jasmine and leather) was intended to “strike the perfect balance of playful and classic.”
Upon the first spritz, that’s exactly what I got: a clean yet glamorous fragrance you might find pumping through the vents of a glitzy hotel lobby. Saffron and amber woods bring a sunny warmth to the formula, giving me that serotonin hit that only a day at the beach usually can.
As I periodically returned to the fragrance on my wrist throughout the day, it reminded me of the complete five-star experience: laying in a shady cabana with a fruity cocktail with a warm, fresh towel under my damp bikini, which is slowly drying thanks to a floral-tinged breeze blowing across the pristine swimming pool. And according to Edwards, perfume’s packaging is as design-conscious as the extravagant resort that inspired it.
“It was an interesting creative challenge for us,” Edwards admits. “When designing the bottle for the fragrance, calling back to the aesthetic of the hotel and poolscape was a major priority for us.” One clever example: the top of the bottle is a nod to the pastel parasols that line Strawberry Moon’s pool.