Refinery29 and Gen Z-beloved beauty and personal care brand eos are teaming up to launch the Nose Dive podcast, exploring fragrance through the lens of pop culture. Hosted by Asia Grant, the podcast will follow a five-episode season arc and share intimate conversations with celebrities and creators, like Y2K icon and singer JoJo Levesque, and will go beyond notes and packaging to discuss the role of scent in memory, identity, confidence, personal style, and more.
The first episode of Nose Dive premieres on August 17th and will be available on Refinery29’s YouTube channel and major podcast platforms. Already, there are plans for Refinery29's newest editorial franchise to continue beyond Season 1 with additional content centered on culture, creativity and identity.
Why This Trend Is Growing
- Fragrance Storytelling
- Beauty brands are turning scent into narrative media, creating richer emotional connections around memory, identity, and self-expression.
- Branded Audio Franchises
- Podcasts are becoming expandable editorial platforms where consumer brands can build cultural relevance beyond traditional advertising.
- Pop-culture Beauty Content
- Celebrity-led conversations are reshaping product discovery by linking personal care categories with entertainment, nostalgia, and lifestyle influence.
Industries Being Reshaped
- Beauty and Personal Care
- Fragrance and body care companies are finding new value in content formats that position products as part of identity-driven cultural experiences.
- Digital Media
- Publishers are expanding branded content into recurring audio and video franchises that blend editorial authority with sponsor-backed storytelling.
- Podcasting
- The format is evolving into a marketing channel for immersive brand worlds, especially when paired with creators, celebrities, and cross-platform distribution.
