Not too long ago, if a celebrity wanted to expand their brand, launching a perfume line was the go-to move. From Britney Spears’ iconic fragrance empire to Jennifer Lopez’s line of scents, the fragrance aisle was once flooded with celebrity-endorsed bottles. But today, there’s a noticeable shift. Instead of perfumes or makeup lines, many A-listers are choosing to launch podcasts.
From Meghan Markle’s “Archetypes” to Dax Shepard’s “Armchair Expert” and Gwyneth Paltrow’s guest-filled Goop discussions, podcasts have become the new status symbol in celebrity culture. But why this pivot from scents to sound? Let’s explore.
1. The Decline of the Celebrity Product Craze
In the 2000s, celebrity perfumes sold like hotcakes. Fans wanted to “smell like” their idols, and for a while, it worked brilliantly. However, the market eventually became saturated, with too many nearly identical products bearing different celebrity names. Consumers became wary of the lack of authenticity and the quality of such products.
At the same time, beauty and skincare saw an explosion of niche, expert-led brands that offered transparency, results, and innovation — pushing many celebrity-led vanity products to the side.
Now, with Gen Z and Millennials leading the charge for more “real” content, podcasts offer an alternative that feels more raw, personal, and intimate.
2. Podcasts Offer Intimacy and Control
Unlike a perfume, which is often designed by a corporate team and only minimally involves the celebrity, a podcast allows the celeb to retain creative control. They choose the topics, guests, tone, and direction. It’s a space where their voice—literally—shines.
For celebrities looking to be seen as more than just entertainers, podcasts provide a platform to share opinions, unpack issues, and engage with fans on a deeper level. There’s a sense of vulnerability and openness that perfume bottles simply can’t replicate.
3. Cost-Effective and Easy to Launch
Starting a perfume line involves heavy manufacturing, regulatory compliance, packaging design, marketing, and retail partnerships. It’s expensive and time-consuming. Podcasts, on the other hand, can be recorded with relatively minimal investment — a good mic, a quiet space, and some basic editing skills.
With platforms like Spotify, Apple Podcasts, and Patreon, celebrities can quickly reach global audiences. Plus, many already have the fan base ready to tune in from day one.
4. Riding the Authenticity Wave
Today’s consumers want relatability. They want to know what celebrities think, how they live, what they care about. Perfumes project glamour. Podcasts project realness.
Look at how successful “Table for Two” by Bruce Bozzi or “The Drew Barrymore Show Podcast” have become. These aren’t promotional gimmicks. They’re seen as authentic extensions of the celebrity’s personality. Listeners are drawn to stories, honest conversations, behind-the-scenes details, and the occasional drama.
Podcasts build emotional connections. A perfume builds, at best, a fleeting sensory one.
5. Monetization and Longevity
Perfume lines can fade. Even top-selling celebrity perfumes often enjoy only a few years of peak sales. But podcasts can evolve, grow, and stay relevant indefinitely.
Podcasts offer several monetization paths:
-
Sponsored content
-
Brand partnerships
-
Exclusive episodes for paying subscribers
-
Live tours and events
-
Cross-promotion with other personal ventures
A single successful podcast episode can create ripples across social media, generate press coverage, and build momentum for years to come — something perfumes rarely do.
6. Reputation Management and Rebranding
Celebrities who’ve had public controversies or career lulls often use podcasts as a way to reshape their image.
Take, for example, Monica Lewinsky, who co-hosted episodes addressing public shaming and cancel culture. Or Prince Harry and Meghan Markle, who use their podcast to tell their side of the royal family story and highlight global issues they care about.
In this sense, podcasts aren’t just entertainment — they’re a PR strategy.
7. Access to Powerful Conversations
Podcasts open doors to compelling dialogues that feel unscripted and honest. Celebrities bring on fellow A-listers, activists, psychologists, or everyday people with extraordinary stories. This makes the podcast not just about them, but about the world they live in and want to explore.
It’s a shift from “buy this because I made it” to “listen to this because it matters to me.”
8. Appealing to the Multi-Hyphenate Culture
Modern celebrities aren’t just actors or singers. They are entrepreneurs, activists, parents, wellness advocates, and more. A podcast allows them to explore all these roles seamlessly.
Perfumes pigeonhole a brand into beauty and aesthetics. Podcasts, by contrast, expand the brand. They allow stars to share diverse interests—from mental health and relationships to politics and pop culture.
9. The Influence of Streaming Culture
Just as Netflix disrupted TV and Spotify reshaped music, podcasts are the latest evolution in content consumption. People are multitasking more than ever—working out, commuting, cleaning, all while listening to podcasts.
Celebrities are smart to recognize this and insert themselves into the daily routines of their audience. Unlike perfume, which stays on a dresser or a shelf, a podcast stays in your ears — and your mind.
10. Creating a Legacy
Lastly, podcasts offer longevity. A perfume might be remembered for a few years, but podcast conversations can become part of cultural memory. They can be quoted, referenced, revisited, and shared endlessly.
For celebrities thinking beyond short-term buzz, a podcast is a medium that contributes to their legacy. It’s a time capsule of their thoughts, beliefs, and voice — quite literally.
The shift from perfumes to podcasts signals a deeper evolution in how celebrities interact with fans. Today’s audience doesn’t just want glam—they want grit. They crave stories, connection, and authenticity.
By choosing podcasts over perfumes, celebrities aren’t just selling themselves — they’re inviting us in. Into their minds, their stories, and their world.
And that’s something no bottle of fragrance can ever capture.
