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As someone who built a career in writing and communications, I’ve always been drawn to stories of reinvention. I love to see people in the fragrance community succeeding, and to interview them. That’s what initially drew me to Derek Hughes, an up-and-coming fragrance influencer.
It was only after Derek approached me earlier this week, asking me if I would like to buy his vlogging equipment, that I immediately sensed something was wrong. Until I asked, I had no idea what he was going through.
Derek lives in a quiet, conservative New Hampshire town, a place where standing out isn’t always welcomed and word travels fast. His fragrance reviews are now enjoyed by more than 40,000 followers across the net. His unusual style, clear love of fragrances and his growing online presence have set him apart, but it has been anything but easy.
According to Derek, the intense hours he poured into building a marketing business and creating fragrance content recently strained his marriage and contributed to its breakup. He also says online attacks by locals who didn't understand his love for fragrances peddled the falsehood that he was gay, crippling his business and reputation. If that was not enough, the court ruling regarding his and his ex's separation of assets is looming. Derek said he could lose almost everything but his car.
(There's a fundraiser, Secure Housing and Health for Derek's Future, on GoFundMe. Click the link to donate.)
What follows is our conversation. I kept Derek's words true to how he spoke them, edited only for clarity and spelling.
AB: Derek, you and I both know what it’s like to grow up in a small town where standing out can be hard. What was childhood like for you?
DH: I have many special memories from my early childhood [growing up in Massachusetts]. I was a curious and creative kid and had a passion for music, creative writing and art. I loved to create and imagine that I was someone famous, sitting in front of a mirror talking to it like I was hosting a TV show or radio broadcast. As I got older, things definitely became more challenging, which doctors at the time diagnosed as dysthymia, [a type of] manic depression. I later discovered [it] was bipolar disorder. It created a lot of challenges in my teen years, not only for myself and my family, but in social scenarios as well. Bipolar caused me to experience great loneliness and a feeling of disconnect from normal society.
Were you always drawn to creativity or entrepreneurship, or did that come later?
As I stated earlier, I think the idea of being famous really appealed to me because I idolized musicians, actors, comedians. And somehow I felt that if I became famous people would see me for my talents and less for my shortcomings.
Who had the biggest influence on you growing up? Was it family, teachers, or anyone else who made you think differently about life?
My Dad. Me and my dad have always had a very strained relationship, but I looked up to him my entire life. He was my superhero. I watched him lead my family, and he accepted me as his own son, adopting me and giving me his last name even though I was not biologically his. I was always aware what he did was incredibly unique and honorable. He also taught me how to engage in deep, meaningful conversations. We used to call them heart-to-hearts, something I often try to do with my content for audiences.
Did you imagine back then that you’d one day be running your own business or creating content online?
Not at all! For one, the internet didn’t exist back then (I’m 41). But I did see a psychic named Mr James when I was 12 who told me that I would travel the world and that I would reach millions and that I would work in media and marketing. I found that extremely odd for years, as I had gone on to have a career as a chef for 16 years. Funny how things manifest.
You built a marketing agency. That’s a huge step. How did that idea come about?
I had gone out for lunch. I decided to film a short review of my food and post it on Facebook. The next day I got a DM from the restaurant [owner] saying that they had the busiest day all season. They offered to pay me to review another restaurant they owned. So I was like, 'hey, I think there might be something to this.' So I launched my business two weeks later.
What kind of clients did you work with at your peak?
I’ve worked with many. From small Indy perfume brands, to a multi-million dollar boat company, to an online perfume retailer, to a grocery chain.
Who inspired you early in business? Were there people you looked up to or tried to model yourself after?
Great question. One person who notably inspired me early in business was Todd Graves, the owner of Raising Cane’s Chicken Fingers. I had the opportunity to work at one of their restaurants in New Orleans back in 2004, when they were just starting out. I was really impressed by the unique atmosphere they created for their employees, encouraging individuality and offering a rewarding system where good performance was recognized with fun rewards. I also loved the detailed, formulaic approach they took to ensure the food was always fresh and perfectly prepared. Those finer details really resonated with me and influenced how I approach my own work, especially in creating content with a consistent, formulaic style that sets my brand apart.
What was life like when the agency was thriving, were you enjoying the success?
When my agency was thriving, everything felt amazing. My confidence was through the roof, and I was doing fantastic work with a variety of local businesses and companies. It felt like I could do no wrong, and hearing a ‘no’ was rare, which was incredibly exhilarating. However, when things eventually started to shift, I was caught off guard and confused, given how confident I had been in my abilities. At one point, we were outperforming every other marketing agency in New Hampshire, which made the decline even more surprising.
Running your own business can be all-consuming. Did you feel you were sacrificing personal time to make it work?
Yes, I definitely felt that running my own business impacted my personal time. It affected my ability to socialize and connect with people in the real world because I was constantly immersed in the online world, always creating and consuming content. There were times when I fell into the pattern of chasing likes, comments and views as a way to validate myself, and it definitely took a toll on my marriage. As my presence in the fragrance content world grew, I noticed that my connection with my wife started to weaken, and she felt that she wasn’t getting the attention she needed. It also led to a certain distance from friends and family as I became more consumed by the work and the success it brought. Ultimately, it created a divide between me and those around me.
Let’s step back, we'll come back to your marriage later. Before all this, when did fragrance first become important to you?
Fragrance has been important to me ever since I was young. My mother, who sold Avon, would gift me bottles of cologne for holidays and birthdays. She often had free samples and would share them with me, my father and my brother. But my real passion for fragrance blossomed in 2005, during Hurricane Katrina.
I was in New Orleans when the storm hit and spent ten days in the aftermath, eventually needing rescue. During that time, a group of us found ourselves in an abandoned hotel, searching for supplies. One night, while rummaging through a maid’s closet, I came across a bottle of Acqua di GiΓ² in a lost and found bag. At that moment, surrounded by filth and the overwhelming stench of the disaster, that fragrance transported me away from the despair. It brought a sense of comfort and escape, and I realized then how powerful and transformative fragrance could be. That was the day I truly fell in love with it.
That experience during Hurricane Katrina, when I encountered that bottle amidst the chaos, really opened my eyes to how powerful and transformative scent can be. It wasn’t just about smelling good; it was about how a fragrance can evoke emotions, memories, and even provide comfort in the darkest of times. That moment really reshaped how I viewed scent.
Who inspired you in the fragrance world when you were starting out, were there any creators or perfumers you admired?
One of the biggest inspirations for me in the fragrance world was Jeremy Fragrance. He really paved the way for content creators and brought a professional and emotional depth to fragrance reviews. Alongside him, I discovered other amazing creators like Steven from Redolessence who had an informative and educational approach. Brooklyn Fragrance Lover, who brought a vibrant and engaging personality; Mark from Robes08, who emphasized community and a sense of family within the fragrance community; and later on, Cubaknow who brought humor and a cool, laid-back vibe to his content. Each of these creators brought something unique to the table, and together, they inspired what eventually became ‘A Fragrant State of Mind’, [the name I use for my online fragrance presence].
What is it about perfume that hooks you? Is it the artistry, the feeling it gives, or the storytelling?
To me, it’s truly all of the above. Perfumers are some of the most underrated artists, and fragrance is undeniably an art form. It can evoke powerful emotions, stir memories and even create unique feelings within us. For me, the magic of fragrance lies in how it transforms how we perceive ourselves. It can boost our confidence, help us feel unique and attractive, even on days when we might not feel our best. That’s why I always say, ‘Look good, feel good and smell good.’ It’s not just for others, but for ourselves. When we take the time to present ourselves well, it builds our confidence and empowers us to engage with the world and step out into society with pride.
How did loving fragrances turn into posting about them online?
During the COVID pandemic, I was dealing with several physical challenges, including multiple sclerosis and hidradenitis suppurativa. At that time, I had gained a significant amount of
weight, surpassing 500 pounds, and my mobility was severely limited. I couldn’t even walk to my mailbox without the help of a mobility scooter. During that lonely and depressive period, my wife suggested that I find a hobby to keep myself engaged while I was recovering from surgery. Since I had always been a fragrance collector and loved watching fragrance content online, I decided one day to just pick up a camera and start recording. That’s how my journey of sharing my passion for fragrance online began.
weight, surpassing 500 pounds, and my mobility was severely limited. I couldn’t even walk to my mailbox without the help of a mobility scooter. During that lonely and depressive period, my wife suggested that I find a hobby to keep myself engaged while I was recovering from surgery. Since I had always been a fragrance collector and loved watching fragrance content online, I decided one day to just pick up a camera and start recording. That’s how my journey of sharing my passion for fragrance online began.
Did you ever imagine you’d build an audience of more than a million monthly views?
Not at all! When I first started posting, I remember those first six months when I would get maybe 20 or 30 views on a video, and I’d get so excited when it reached 100 views. I even joked with my wife that if I added up all my followers, it would be enough to fill up our local high school. At the time, we were hosting an exchange student from France, and I told them that my follower count could fill their entire school. Now, looking back, the growth has been incredible, and my audience is so large that it’s like filling up the entire state of New Hampshire! It’s really surreal to see how far it’s come.
The fragrance community can feel welcoming but also harsh. How supportive or toxic have you found it to be as you’ve grown?
I have to say, one of the most surprising and heartwarming aspects of this community is how supportive it’s been. As someone who has battled weight issues and self-confidence struggles, especially early on when I first appeared on camera, the audience has been incredibly welcoming and receptive. The community truly feels like a family. In fact, if I were to count all the negative comments I’ve ever received, it wouldn’t even fill both of my hands. That really speaks to how supportive and positive the fragrance community can be.
I’ve always embraced every platform as a way to spread A Fragrant State of Mind, so I’ve never really focused on just one. YouTube definitely holds a special place as the most notable platform for me, but TikTok has provided the biggest reach. That said, I truly value every platform and every community equally, as they all contribute to the bigger picture of A Fragrant State of Mind.
How do you come up with ideas and produce your content now, especially with so much going on personally?
I’ve never really focused on trends or analytics when creating my content. Instead, I’ve always prioritized honesty and transparency with my community. My ideas come from what feels right at the moment, whether it’s reviewing a new fragrance I’ve acquired, posting a spontaneous funny short, or addressing common questions from my audience, like safe places to buy fragrances or how many sprays are too many. I let my content evolve naturally, so it varies from comedy reels to in-depth reviews and educational videos. I have a wide range of playlists that cover all sorts of aspects of perfumery, making sure there’s something for everyone.
Content creation can be a grind even in good times. How do you stay consistent when life is so unstable?
I think the biggest challenge is maintaining consistency. There are times when I might go two or three days without posting, and I feel like I’m neglecting my channel and my audience. Some days I might upload five to ten videos, while on other days I post less. My goal is to never let a week go by without sharing something, but it can definitely be a struggle. Of course, more consistent posting tends to lead to greater growth, but there are days when I might not feel confident enough to produce something in-depth. On those days, I’ll still engage with the community by posting short, quick content just to keep the interaction going.
Living in a small conservative town while dressing and talking about fragrance, how does that affect you?
I understand that everyone has a judgmental side, even those who claim they don’t, and I’m certainly not exempt from that either. The way I handle it is by staying authentic and transparent. I have hundreds of videos online and countless hours of podcasts where I openly share different aspects of my life, both with other influencers and with close friends. I’ve also done solo podcasts where I open up about what’s going on in my life. I’m confident in the positivity and authenticity of my content and the relationships I’ve built. Ultimately, I let my work speak for itself, and I believe that any judgments or assumptions will naturally resolve over time through my openness and good choices.
People online have made assumptions about who you are. How do you deal with the hate and rumours?
I understand that people can be judgmental, and I strive to remain as honest and authentic as possible. By living authentically, making good choices, and treating everyone with respect, I do my best to let my actions speak for themselves. Of course, I’m far from perfect and I make mistakes, but I believe that my body of work and who I am as a person ultimately speaks louder than any rumors.
Has the negativity ever made you want to step back or do you find it fuels you to keep pushing forward?
Never once have I considered stepping back. I’ve poured everything into A Fragrant State of Mind and my media business. This is who I am and it’s my path, I’m absolutely certain of that. Of course, I recognize that in every journey, there will be opposition, but I live by the principle that we can turn every stumbling block into a stepping stone. That mindset fuels me and keeps me moving forward, no matter what negativity comes my way.
Then things changed. From your perspective, what happened that caused the agency to falter?
I think in a small community, things can easily become like a game of telephone, where a message gets passed along and, by the time it reaches the twentieth person, it’s something entirely different from the original. This tendency is especially prevalent in smaller towns, where people might not do their due diligence or take the time to have an open, honest conversation face-to-face. As a result, things can sometimes snowball and lead to misunderstandings or challenges. In those cases, it’s important to pivot and move forward in a different direction. Ultimately, it’s all part of the journey.
You’ve said online reviews tied to your personal life hurt your reputation. Who said those things and what was that like to experience?
Honestly, I can only speculate about who might have been behind those comments, and I’d prefer not to delve into that here. What I can say is that many of the rumors were quite far-fetched, like claims that I lived in Ohio or that I once worked flipping burgers at McDonald’s or even ridiculous accusations of embezzling money and selling fake perfumes. In reality, I don’t sell fragrances as a business; I’ve only occasionally shared bottles with friends or followers when needed. It’s clear a lot of these comments come from people who don’t fully understand what I do or who I am.
Losing a business is brutal. How did you handle the financial and emotional hit?
Unfortunately, it’s been a severe challenge. Recently, I’ve faced significant hardships, including losing my home, falling behind on bills, and even struggling to afford basic necessities, prioritizing my pets’ needs over my own. It’s definitely been a struggle, but I don’t see this as the end. Instead, I view it as a hiccup in my journey, not a fork in the road. Right now, I’m living moment to moment, waiting for new opportunities to present themselves, because I know that A Fragrant State of Mind is something truly special. I’m confident in my path and in the work I’ve put in, and I’m quietly working, ready for the next door to open.
Have you ever thought about what you might have done differently to protect yourself or your company?
I don’t think I would have done anything differently. Unfortunately, it’s tough to truly protect yourself online from those who want to harm or disparage you. If someone ever felt offended by something I said or did, I’d definitely address it directly and personally. That said, I don’t intentionally make choices to harm others. It’s just a reality of the internet, and ultimately I believe that my body of work and who I am as a person will speak for itself.
You’ve shared that the long hours spent on your business and fragrance content strained your marriage. Can you talk about what happened there from your side?
Yes. Over time, as my business and content creation grew, I found myself increasingly focused on achieving new milestones; getting more views, likes and followers. In that process, I unintentionally withdrew from social interactions and from paying attention to my wife’s needs. It was never my intention to make her feel neglected, but the focus on work ended up creating an imbalance. Ultimately, I’ve learned that maintaining a healthy balance between work and home life is crucial for true success and happiness.
Divorce is never easy, whether financially or personally. What has the process been like for you?
Divorce is incredibly challenging, both financially and emotionally. The hardest part is not just the financial strain or the stress, but also the profound life change that comes with losing someone who was your best friend and constant support. It creates a sense of disconnect, even from family and friends, because that person was the one who truly saw you through everything: your strengths, your weaknesses and all the challenges in between. When that support is gone, you’re navigating everything alone, and that can lead to a sense of disassociation from reality. For me, the struggle has also affected my sleep patterns. Some days I can’t sleep at all, and other days I just want to sleep forever. It’s been a difficult journey, but I’m slowly beginning to find a sense of normalcy again and climb out of this funk.
You’ve mentioned you might be forced to sell your house and that you may walk away with little but your car. How are you coping with that level of loss? I understand a friend is helping you keep your home.
Yes, I may possibly end up without a home soon. At the moment, I have some close friends doing their best to assist. Although at the moment more than help, I need to find a way to have my brand start to earn enough so I will no longer need help.
Does that uncertainty make you question whether you can keep creating fragrance content?
The uncertainty of losing my home doesn’t make to me question whether I’ll keep creating fragrance content, but I do recognize that it might change how I approach it and potentially impact the channel. Instead of seeing it as a setback, I view it as an opportunity to push forward, to dive deeper into my creative abilities, and to discover new ways to create meaningful content that stays true to the essence of A Fragrant State of Mind.
What keeps you going when it feels like life is collapsing around you?
For me, it’s my faith in God, my family, my friends, and the fragrance community as a whole. It’s also the support from people like you, who reach out and want to be a part of my journey and share in my story, even when there’s no direct benefit for them.
Where do you want to take your fragrance journey next if you can keep creating?
My hope is to reach a point of stability, not necessarily wealth, but enough to have a safe and comfortable life. I’ve never sought riches for myself; instead, I want to use whatever I earn to help others who are going through similar struggles. My goal is to have just enough to be healthy, happy, and safe, while continuing to share my passion for fragrance. I’d love to connect with a brand or a perfumer who shares the same values, someone who is also passionate about empowering others and making a positive impact. I believe that fragrance has the power to transform lives and bring confidence and security. If I can find a brand that aligns with that vision, it would be a wonderful way to continue A Fragrant State of Mind authentically and inclusively, making everyone feel part of something special.
If rebuilding your life from the ground up, what would success look like for you now?
For me, success would mean having my own home in a peaceful, serene setting, where I can find tranquility and also have a dedicated studio space to create and inspire. I want to spread messages of hope and confidence through my content. Additionally, I’d love to travel and connect with my audience in person, whether through conventions or meet-and-greets, while still having the comfort of returning to my peaceful home, reuniting with my dog and cat, and continuing to create. I want to engage with the world, but also have a safe, grounding place to call my own, allowing me to continue this journey with balance and fulfillment.
Do you see yourself staying in your town, or do you imagine moving somewhere more open-minded and supportive?
At this point, I don’t have a clear path for where I belong. I’m letting myself live in the moment, trusting that when the time is right, the right opportunity will present itself. I don’t have a definite idea of where I’ll end up, but I know that I need to keep moving forward and keep creating. In doing so, when the right opportunity comes along, I’ll be able to recognize whether it’s the right step. For now, I’m embracing the journey and remaining open to wherever life leads me.
After everything from the business loss, to the divorce, to the online attacks, how do you want people to see you when they watch your videos or hear your name?
I want people to see Derek, to see ‘Fragrant Derek’ as someone authentic and relatable. I don’t want them to feel like they’re being sold to or that I’m pandering to them. Instead, I want them to see someone they can truly connect with, someone who makes them feel understood and trusted. I want to be seen as a person who makes good choices, who loves and cares deeply for everyone he encounters, and who never takes any blessing in life for granted.
If someone reading this is chasing a dream while their life is falling apart, what would you tell them?
Whether you’re going through a divorce, the loss of a loved one, or simply trying to find your path, my advice is to seek truth and turn to whatever higher power you believe in. Open yourself up to honest reflection, take that first step, and then another. Remember that courage and fear go hand-in-hand, you can’t be courageous without feeling fear. It’s in those moments of anxiety and uncertainty that true courage emerges. Even if you move forward inch by inch, keep going. In the end, persistence and faith will lead you to success and fulfillment. And always strive to have a fragrant state of mind.
You're going through a lot with many health issues and potentially losing your home in the next few weeks. Is there any way to support you?
To see Derek Hughes social accounts and videos, please visit
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