#perfumebeforebed: consumerist TikTok fad or nighttime essential?

Once you’ve brushed your teeth and slipped into your PJs, what’s the last thing you do before hitting the hay? Read a book, perhaps? Doomscroll for an hour? Drink a glass of warm milk? Or do you take this moment — the moment where you are most likely not to see another soul (unless in a dream) for approximately eight hours —- to mist yourself with perfume, right before burrowing into your bed sheets, dead to the world around you?

That’s what the girlies are doing, anyway. There are countless videos of spritzing themselves before turning in for the night, recounting their recommendations and romanticising their nighttime routines. The search phrase “ for bedtime” has over 122.9 million