{
  "slug": "heretic-perfume-2026-06-14t21-4",
  "company": "Heretic Perfume",
  "headline": "Indie perfume brand builds identity 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-perfume-2026-06-14t21-4",
  "channels": {
    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Brand-Story Play}\n◆ SILVER · B-side cultural partnerships strategy · Heretic Perfume\n\nIndie perfume brand builds identity through unexpected pop-culture collaborations.\n\nMost indie beauty brands chase the biggest creator or influencer they can get. Heretic is saying no to most of them and only saying yes to the 'B-side' ones. That's how you build a brand that feels like it's not trying. The collaborations are not a sales tactic — they're proof of positioning. If you know exactly who you are *not*, you can turn down the wrong partnership, and the right ones stick harder.\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-perfume-2026-06-14t21-4\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/heretic-perfume-2026-06-14t21-4\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/heretic-perfume-2026-06-14t21-4",
      "chars": 1005,
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Brand-Story Play}\n◆ SILVER · B-side cultural partnerships strategy · Heretic Perfume\n\nIndie perfume brand builds identity through unexpected pop-culture collaborations.\n\nMost indie beauty brands chase the biggest creator or influencer they can get. Heretic is saying no to most of them and only saying yes to the 'B-side' ones. That's how you build a brand that feels like it's not trying. The collaborations are not a sales tactic — they're proof of positioning. If you know exactly who you are *not*, you can turn down the wrong partnership, and the right ones stick harder.\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-perfume-2026-06-14t21-4\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/heretic-perfume-2026-06-14t21-4\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/heretic-perfume-2026-06-14t21-4",
      "alt_chars": 1005,
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    },
    "bluesky": {
      "label": "Bluesky",
      "body": "{Stash Edge — Brand-Story Play}\n◆ SILVER · B-side cultural partnerships strategy · Heretic Perfume\n\nIndie perfume brand builds identity through unexpected pop-culture collaborations.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/heretic-perfume-2026-06-14t21-4",
      "chars": 287,
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    "substack": {
      "label": "Substack · Fending",
      "title": "Indie perfume brand builds identity 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 using unexpected collaborations rooted in 'B-side' pop culture — things outside the mainstream — to build brand identity, per Glossy.\nHere's the cool part — the lever almost everyone misses (and you don't have to): build your brand narrative around what you *don't* do, not what you do. Heretic owns 'we are not the obvious choice' — so every collaboration confirms that. Small brands can't out-celebrity the big players, but they can own a clear cultural contrarian position and then partner only with things that fit it. This filters both collaborators and customers: you attract people looking for the alternative, and you turn down deals that don't fit the story. The result is higher loyalty and lower customer acquisition cost — your positioning does the selling.\nWhat that means for you: Most indie beauty brands chase the biggest creator or influencer they can get. Heretic is saying no to most of them and only saying yes to the 'B-side' ones. That's how you build a brand that feels like it's not trying. The collaborations are not a sales tactic — they're proof of positioning. If you know exactly who you are *not*, you can turn down the wrong partnership, and the right ones stick harder.\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",
      "chars": 2085,
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    }
  }
}