Why can’t we get enough of SSSinister? The Empress of Perfume is shaking up fragrance communication with a dash of gothic flair
How to Get Famous on Social Media Without Talking About Yourself
Can you really turn a passion for perfumes and fragrances into a career just by sharing it on TikTok and Instagram? Sinister—better known as SSSinister, or Matilda Morri—has done just that. As one of Italy’s most famous perfume influencers, she’s shaping olfactory trends, driving fragrance sales, and inspiring a dedicated following. And she’s doing it all on social media, of course.
The perfume webstar Ssinister (stage name of Matilda Morri) during a talk with Istituto Marangoni Milano students
If perfumes are flying off the shelves (and they are), much of the credit goes to Gen Z. They wear scents to boost their mood, experimenting with layering and “smellmaxxing.” It’s no surprise that most TikTok For You pages, belonging to young users, are filled with content about the fragrant world of eau de parfum and eau de toilette.
And when it comes to choosing a perfume, who do Gen Z (and even their older siblings and parents, let’s be honest) turn to for advice? We caught up with Sinister, the Italian TikToker who stands out as one of the most followed and trusted perfume influencers, at the Istituto Marangoni Milano event, “Inhabit Your Emotions: How Fragrances Can Craft Fashion Narratives.”
Meet the TikTok Reigning Empress of Perfume
Sssinister, a nickname derived from her high school days, has become a social media sensation, particularly on TikTok, where she goes by the title of “Empress of Perfumes” and has a following of over 781,000 users.
Why such a massive, loyal fanbase? It’s all down to her no-nonsense reviews of perfumes, delivered with honesty and a cheeky touch.
Her communication style is clear and relatable, appealing to a wide-ranging audience. What really sets her apart is her character. With a gothic, alternative aesthetic, she stands out among influencers, and her bold personality gives her content a unique flair that feels fresh and engaging.
As a young fragrance expert and content creator, Matilda Morri reviews and compares mainstream perfumes, niche creations, and hidden gems, steering clear of clichés. Her candid opinions keep followers engaged and the excitement high.
Perfume influencer Ssinister at Istituto Marangoni Milano
Uncovering Stories in Every Bottle: From Childhood Curiosity to Fragrance Expertise
Matilda Morri’s love for perfume began in her childhood when she would mix her mother’s fragrances, trying to identify the different scents that emerged.
For her, perfume became a means of exploration—after all, what could be more magical than uncovering the stories hidden within a bottle? This curiosity continues to drive her today as she attends fragrance events. These gatherings provide her with the opportunity to connect with new distributors and international brands, allowing her to break free from routine and embark on experimental journeys to new universes.
Visualising Scents
Talking about fragrances on TikTok—transforming an olfactory experience into something visual and auditory—requires skill in creating sensory connections that evoke specific situations, feelings, and unforgettable emotions, says Sssinister.
She joined TikTok to share her passion and find her community. Now, she constantly updates her content with fresh, visual, and straightforward language, keeping up with the fast-paced digital world.
@sssinister_ Tutti gli omaggi che mi hanno lasciato a Pitti Fragranze 2024
♬ suono originale - sssinister_
The Empress of Perfumes also has a keen technical eye: she excels at crafting TikTok videos that are both snappy and precise, using spot-on descriptions to guide her audience in choosing the right fragrance.
The Role of Content Creators and the New Olfactory Expression
For Sssinister, perfumes are a form of expression, a way to convey feelings and messages. She believes there’s a growing need to focus on what a fragrance is trying to communicate rather than getting bogged down in lengthy discussions about raw materials, which were once the norm.
The perfume webstar Ssinister at Istituto Marangoni Milano
Matilda Morri argues that the perfume industry has often been too serious, lacking the right dose of lightness. This lightness has become more prominent since the pandemic, as people have started to prefer cleaner, long-lasting scents that carry a hint of sweetness, reflecting kindness.
Sssinister’s last piece of advice? The scent you wear speaks volumes about you—make sure it’s saying what you want!
Agnese Pasquinelli
Master student, Milano