Jeremy Fragrance: fragrance influencer, entrepreneur, Internet persona

Jeremy Fragrance (born Daniel Schütz, originally Daniel Średziński; February 5, 1989) is a German-Polish social media personality, fragrance influencer, entrepreneur and former model. He became internationally known through highly recognizable online videos about perfumes, grooming and personal presentation. His public image is built around an energetic delivery, an almost uniformly white wardrobe, slicked-back blond hair and a deliberately exaggerated form of self-confidence.

Rather than presenting himself as a traditional perfume critic or trained perfumer, Schütz has developed a distinct form of mass-market fragrance education in which scent is discussed primarily in terms of attractiveness, occasion, performance and social effect.

Early life and career

Daniel Schütz was born in Oldenburg, Germany, to Polish parents. Before becoming a fragrance creator, he pursued several creative and commercial activities. He became interested in dance through school theatre, later working at the Oldenburg State Theatre and producing dance-related tutorials. Between 2008 and 2010, he performed under the stage name Jeremy Williams as a member of the German casting-band project Part Six. He subsequently participated in the music project Golden Circle and also worked as a model.

His interest in perfume developed comparatively late. In an interview with Italian leather-goods company Fratelli Borgioli, Schütz recalled that the turning point came when he was 19 and visited an Abercrombie & Fitch store in Hawaii. He described being fascinated by the store's distinctive scent and said that he subsequently began researching fragrance reviews. This experience became the starting point for an interest that he eventually transformed into a full-time media career.

Rise on YouTube

Schütz began concentrating on fragrance-related video content on YouTube in 2014. His early videos combined perfume recommendations with a highly theatrical presentation style: direct speech, energetic gestures, fashion-model aesthetics and an emphasis on confidence and self-improvement. According to his interview with Euronews, his first video compared Jean Paul Gaultier Le Male with Paco Rabanne 1 Million. The unexpectedly strong response convinced him that fragrance could become the central subject of his online work. He later recalled:

“My videos went viral and then I grew with it.”

He operated both German- and English-language channels, with the latter eventually becoming considerably more successful. One of his early videos reportedly exceeded two million views.

His public persona was deliberately distinctive. Jeremy Fragrance typically appeared in formal clothing, frequently white, and developed recurring expressions and gestures that became recognizable elements of his videos. His reviews were aimed primarily at consumers looking for accessible recommendations rather than specialist discussions of perfumery history or raw materials. This approach helped transform fragrance reviewing from a relatively niche internet activity into mass-market entertainment.

His combined presence across YouTube, TikTok and Instagram made Jeremy one of the most recognizable fragrance-focused influencers of the period.

From niche reviewer to mainstream influencer

Daniel's growth was unusually rapid for a creator operating in a specialist category. The English-language channel eventually became substantially larger than his German-language output, allowing Schütz to develop an audience beyond Germany. By October 2022, Euronews reported almost 2 million YouTube subscribers and nearly 6 million TikTok followers.

The scale was remarkable because fragrance remained a comparatively specialized subject within the influencer economy. His videos nevertheless reached an audience far beyond traditional perfume enthusiasts, largely because the content was presented as lifestyle advice: fragrances were discussed in connection with attraction, confidence, status and social perception rather than solely in terms of ingredients or artistic composition.

Fragrance as a vehicle for fame

Jeremy Fragrance has offered an unusually candid explanation of why he entered the fragrance world. In a 2022 interview with Euronews, he said that fragrance had not originally been a major personal passion but rather a means of building a public career.

“It was just a highway to fame for me,”

he explained, comparing his experience with Arnold Schwarzenegger's observation that bodybuilding could have been replaced by another discipline on the road to success. According to Schütz, his first fragrance videos attracted attention unexpectedly, and it took him about two years to recognize that fragrance content could become his professional identity.

Unlike many fragrance enthusiasts who move from collecting and reviewing perfumes into content creation, he developed a media persona first and increasingly incorporated perfumery into it. His success therefore depended not only on knowledge of fragrances but also on his ability to turn scent recommendations into a recognizable entertainment format and personal brand.

Fragrance One and Office for Men

Schütz's influence received formal recognition in 2018, when his video 5 Reasons to Wear Fragrances won the Consumer Choice – Influencer / Vlog category at the Fragrance Foundation's 2018 awards.

The same period marked his transition from content creator to fragrance entrepreneur. In 2018, he founded the fragrance brand Fragrance One, whose first major project was Office for Men. The perfume was created with perfumer Alberto Morillas and was conceived as a versatile fragrance intended specifically for professional and office environments.

The project was financed through Kickstarter. The original funding target was €25,000, but the campaign ultimately raised approximately €780,000 from 5,955 backers, more than 30 times the initial target. The campaign ran from December 21, 2018, to January 20, 2019.

The launch illustrated a significant change in the role of fragrance influencers: Jeremy Fragrance was no longer merely recommending products made by established perfume houses but using his audience to finance, market and distribute a fragrance of his own. In an interview with Fragrantica in 2018, he discussed the project as his first fragrance venture and linked its development to his growing influence as a fragrance communicator.

Behind Fragrance One was not Daniel Schütz alone. His brother Kamil Banc served as a co-founder and was responsible for the business and e-commerce side of the company. Banc had an engineering background rather than a traditional fragrance-industry career, while Schütz supplied the brand's public identity, audience and product concept.

The significance of the campaign was not limited to the amount of money raised. Office for Men was effectively sold before consumers had an opportunity to smell it. In a 2022 interview, Kamil described the business model explicitly: the company had presold approximately $1 million worth of fragrance without customers smelling the product, calling the approach a direct-to-consumer model built around Daniel's audience. Banc summarized the company's philosophy with the phrase:

“We don't sell fragrances. We sell compliments.”

This approach marked a departure from the traditional fragrance business, in which consumers normally encounter a perfume through department stores, perfumeries, samples or fragrance counters before purchasing it. Fragrance One instead treated influencer's personal reputation and audience trust as the principal mechanism connecting the consumer with an unseen product.

Jeremy Fragrance himself has used exceptionally strong language when describing the product. SpellSmell quoted his assessment of Office for Men as:

“the best office fragrance on the world market.”

Such statements became characteristic of his highly assertive promotional style.

Office for Men was followed by fragrances including Date for Men, extending Fragrance One's concept of perfumes designed around particular social contexts.

Media appearances and public persona

Jeremy Fragrance gradually expanded beyond perfume-related content. The white suit, physical fitness, dramatic gestures and slogans such as “Power, Baby!” turned him into a recognizable internet character rather than merely another perfume reviewer. His videos increasingly moved beyond conventional fragrance demonstrations into lifestyle, motivation and personal philosophy.

In November 2021, he was invited to Pakistan for a public-relations event involving Prime Minister Imran Khan and actors from the Turkish television series Diriliş Ertuğrul. He also appeared on German television and internet programs, including Late Night Berlin, World Wide Wohnzimmer and shows associated with creator Leeroy Matata.

In November 2022, he entered the tenth season of the German reality show Promi Big Brother.

German broadcaster presented Jeremy through a combination of millions of followers, a Ferrari, a Rolex and his insistence on being “number one”. The network's description of the influencer emphasized that his eccentric personality was itself part of his appeal: SAT.1 called him one of the most extraordinary and polarizing contestants in the programme's history.

Jeremy voluntarily left the programme after six days. A documentary, Jeremy Fragrance – Number One: From Promi-Big-Brother Back into the World, followed his life and was broadcast by SAT.1 in December 2022.

In 2023, Schütz published his autobiography, Power, Baby!: Die Jeremy Fragrance Story, through PLAZA. The 224-page book presents his own account of his upbringing, career and philosophy of discipline and self-improvement. An English-language edition, The Jeremy Fragrance Story: Power, Baby!, was released digitally on August 22, 2023.

Controversies and later career

Jeremy Fragrance's popularity has also been accompanied by controversy. His increasingly eccentric public behaviour generated speculation about whether his persona was spontaneous or deliberately constructed for entertainment. In interviews, he maintained that his extreme behavior was part of his public persona and denied using drugs, while acknowledging that he deliberately performs an exaggerated version of himself for the camera. GQ quoted him describing the persona as a character he plays while still being himself:

“I’m [playing] myself as my own computer game character.”

Political associations became another source of criticism. In 2023 and 2024, Schütz attracted media attention for photographs and public appearances involving figures associated with the German far right. A 2024 profile by El País described these associations, together with his increasingly erratic public behavior, as factors damaging his reputation. During the 2024 U.S. presidential campaign, he also publicly expressed support for Donald Trump, further contributing to debate about the political dimension of his online persona.

His approach to relationships also became a recurring subject of controversy. In 2024, Jeremy Fragrance promoted an online search for a girlfriend and invited applications from women through a dedicated email address. Reports noted that he specified that applicants should be Christian women below the age of 32. The campaign, combined with sexually suggestive material appearing on his social-media accounts, was widely criticized as inappropriate and uncomfortable. In September 2024, online publications also circulated alleged leaked Snapchat messages said to show Schütz communicating sexually with young women; these reports were based primarily on social-media material rather than independently verified documentation and should therefore be treated as allegations rather than established facts.

The controversy was amplified by the transformation of his content itself. By the mid-2020s, many of his short-form videos had become deliberately surreal, repetitive or provocative, often using fragrance as only a starting point for jokes, physical comedy or personal statements. This led some viewers and commentators to question whether he should still be regarded primarily as a fragrance reviewer. A 2025 analysis by E. K. Carlisle described the shift from detailed YouTube reviews to highly provocative short-form clips and suggested that generating attention had become a central feature of the Jeremy Fragrance brand.

The debate reached audiences well beyond the fragrance community in 2024. The Guardian, discussing the rapidly growing interest in perfume among teenage boys, singled out JeremyFragrance as one of the most recognizable figures in the trend while also noting the controversies surrounding his public statements, political associations and sexualized content. In August 2024, YouTuber Chad Chad published a critical video about Jeremy Fragrance that received millions of views, demonstrating that his persona had become an object of mainstream internet commentary rather than merely a niche fragrance-community phenomenon.

These controversies have not resulted in a clearly documented collapse of his audience. Instead, they illustrate an unusual feature of Schütz's career: behavior that might damage a conventional beauty expert's credibility has often generated additional attention for an influencer whose brand is partly built on unpredictability. The distinction between Jeremy Fragrance as a perfume commentator and Jeremy Fragrance as an intentionally exaggerated internet character had become increasingly difficult to separate.

Nevertheless, Jeremy Fragrance remains a notable case in the development of digital fragrance culture. His career demonstrates how a perfume reviewer can transform an online audience into a commercial platform encompassing product development, crowdfunding, direct-to-consumer sales, entertainment and personal branding. His importance to the fragrance community therefore lies not only in the perfumes he has recommended or created, but also in his role in turning the fragrance influencer into a commercially powerful media figure.