Maison Francis Kurkdjian's Marc Chaya: 'We use marketing at the service of creativity'

Maison Francis Kurkdjian's Marc Chaya: 'We use marketing at the service of creativity'

Luxury fragrance brands have long relied on big celebrity brand ambassadors and traditional ad formats. Niche fragrance brands, however, are moving away from traditional strategies and finding major success on their own terms. For fragrance house Maison Francis Kurkdjian, the Baccarat Rouge 540 has earned cult status without a single official celebrity ad campaign. And despite not having partnerships, the brand has earned celebrity approval — Olivia Rodrigo wears it, and Drake has been rumored to wear it. On TikTok, the hashtag for the fragrance #baccaratrouge540 has received over 432 million views to date, and it was listed among the fragrance success highlights in parent company LVMH’s annual financial report for fiscal year 2022. On this week’s Glossy Beauty Podcast episode, the brand’s CEO, Marc Chaya, joins Glossy West Coast correspondent Liz Flora to share the story of the brand’s growth. He talks about how he co-founded the brand with perfumer Francis Kurkdjian and the ways in which the brand is disrupting traditional gender norms in fragrance. He also goes into the details of how Baccarat Rouge 540 became such a massive hit, and why the brand doesn’t work with traditional celebrity ambassadors.

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Peptides 101: How BPC-157 & "peptide stacks" are driving wellness culture with NYT's David Dodge and McGill's Jonathan Jarry

Peptides 101: How BPC-157 & "peptide stacks" are driving wellness culture with NYT's David Dodge and McGill's Jonathan Jarry

Injectable peptide therapy, a controversial wellness trend that caught fire online in 2025, shows no signs of slowing down in 2026 despite an overwhelming lack of safety data. Peptides, especially “r...

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Why creators are building systems — not chasing virality — on TikTok Shop

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With the new year, changes are afoot at TikTok. On January 22, the U.S. version of the app sold for approximately $14 billion to an investor group that includes Oracle, private equity firm Silver Lake...

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AS Beauty CEO Joey Shamah on shuttering CoverFX and Mally Beauty (for now), plus warning signs a brand is going under

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Ulta Beauty’s Laura Beres talks the company’s new wellness boutique pilot

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Ulta Beauty is doubling down on the wellness category. “We’ve been on the journey with wellness since 2021 when we launched the wellness shop at Ulta Beauty, and we’ve learned so much about the cat...

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2026 beauty M&A predictions with industry vet Kimber Maderazzo

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After a few sleepy years, beauty M&A had a gangbuster 2025, including three deals worth more than a billion each, leading many insiders to speculate on whether the momentum can continue in 2026. “We...

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Dr. Marnie's founder and CEO on the rise and longevity of derm-led beauty brands

Dr. Marnie's founder and CEO on the rise and longevity of derm-led beauty brands

The latest Glossy Beauty Podcast episode features board-certified dermatologist Dr. Marnie Nussbaum and beauty industry veteran Jodi Kaplan — the founder and CEO, respectively, of the Dr. Marnie skin-...

8 Jan 33min

The Glossy Beauty Podcast’s 2026 predictions

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What will 2026 mean for the beauty and wellness industries?  In today’s special episode, hosts Lexy Lebsack, Emily Jensen and Sara Spruch-Feiner share their 2026 industry predictions.  This includes...

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The Glossy Beauty Podcast looks back at beauty in 2025

The Glossy Beauty Podcast looks back at beauty in 2025

As 2025 comes to a close, the Glossy Beauty team — Sara Spruch-Feiner, Lexy Lebsack and Emily Jensen — came together on the Glossy Beauty Podcast to reflect on some of the defining themes that shaped ...

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