Glossy Pop Newsletter

Glossy Pop Newsletter: Perfume brand Heretic is leaning into the ‘B-side’ of pop culture, one unexpected collab at a time

By Sara Spruch-Feiner

Jun 12, 2026

Heretic has expanded its collaboration strategy to include horror films like "Nosferatu" and "The Bride," creators such as Mars Chasolen, authors, an Edward Gorey-inspired home collection, and musicians. The common thread, according to Jillian Ouellette, Heretic’s director of global brand management, is a collaborator from pop culture's less obvious corners, which she calls the "B-sides" of pop culture.