{
  "slug": "heretic-2026-06-13t00-2",
  "company": "Heretic",
  "headline": "Indie perfume brand builds demand through unexpected pop-culture collaborations.",
  "topic": "{Stash Edge — Brand-Story Play}",
  "source_name": "Glossy",
  "source_url": "https://www.glossy.co/beauty/perfume-brand-heretic-is-leaning-into-the-b-side-of-pop-culture-one-unexpected-collab-at-a-time/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/heretic-2026-06-13t00-2",
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      "body": "{Stash Edge — Brand-Story Play}\n◆ PLATINUM · B-side collaboration strategy · Heretic\n\nIndie perfume brand builds demand through unexpected pop-culture collaborations.\n\nMost brands go big and obvious because it feels safe. Heretic does the opposite — and it costs less and sticks longer. A collab with a micro-cultural moment becomes a meme, a word-of-mouth moment, a 'did you know' conversation. The brand gets to be the connector, the taste-maker. That's worth more than a celebrity signature on the bottle.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/heretic-2026-06-13t00-2\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/heretic-2026-06-13t00-2\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/heretic-2026-06-13t00-2",
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Brand-Story Play}\n◆ PLATINUM · B-side collaboration strategy · Heretic\n\nIndie perfume brand builds demand through unexpected pop-culture collaborations.\n\nMost brands go big and obvious because it feels safe. Heretic does the opposite — and it costs less and sticks longer. A collab with a micro-cultural moment becomes a meme, a word-of-mouth moment, a 'did you know' conversation. The brand gets to be the connector, the taste-maker. That's worth more than a celebrity signature on the bottle.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/heretic-2026-06-13t00-2\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/heretic-2026-06-13t00-2\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/heretic-2026-06-13t00-2",
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      "body": "{Stash Edge — Brand-Story Play}\n◆ PLATINUM · B-side collaboration strategy · Heretic\n\nIndie perfume brand builds demand through unexpected pop-culture collaborations.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/heretic-2026-06-13t00-2",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Indie perfume brand builds demand through unexpected pop-culture collaborations.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nHeretic, an indie perfume brand founded by Douglas Little, is leaning into collaborations with non-obvious cultural figures and moments — the B-sides of pop culture — rather than the obvious mainstream partnerships, per Glossy.\nHere's the cool part — the lever almost everyone misses (and you don't have to): do not partner with the obvious celebrity or franchise. Partner with the cultural moment nobody else is naming yet — the musician nobody mainstream knows, the subculture, the book club moment, the film festival. When you collaborate with the B-side, you own discovery. The buyer feels like they found something, not that something found them. Build a list of 10 unexpected cultural figures in your category and reach out to one a quarter. The partnership becomes a story, not a transaction.\nWhat that means for you: Most brands go big and obvious because it feels safe. Heretic does the opposite — and it costs less and sticks longer. A collab with a micro-cultural moment becomes a meme, a word-of-mouth moment, a 'did you know' conversation. The brand gets to be the connector, the taste-maker. That's worth more than a celebrity signature on the bottle.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Glossy: https://www.glossy.co/beauty/perfume-brand-heretic-is-leaning-into-the-b-side-of-pop-culture-one-unexpected-collab-at-a-time/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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