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

For Douglas Little, the founder of indie-perfume brand Heretic, the brand's approach to collaborations is rooted in its name. A heretic, he notes is "a person with an opinion that is different than others." Since launching the brand in 2015, "it’s been my mission to be able to not only create a space where we celebrate beauty in all of its many shapes, forms, and denominations, but even more than that, to be able to [spotlight] people and artists who are marching to the beat of their own drum."