From climbing to 45,000 followers to hitting rock botton: Derek Hughes on fragrances, divorce and always refusing to give up

By 𝔸𝕝𝕚 𝔹𝕠𝕜𝕙𝕒𝕣𝕚

As someone who built a career in writing and communications, I’ve always been drawn to stories of reinvention. I especially love to see people from different walks of life 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, but nearby with certain folks Derek is a pariah. His unusual style, clear love of fragrances and his growing online presence have set him apart. 

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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, including his house.⁣

(There's a fundraiser to help on GoFundMe, Secure Housing and Health for Derek's Future. Click the link to donate.)

I sat down with Derek to talk about his journey, the personal cost of pursuing a passion in an unsupportive environment and the fragrances that still inspire him. 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: Growing up in Massachusetts, I was a curious, creative kid who loved music, writing and art. I’d even pretend to host TV shows in the mirror. My teen years got harder after doctors misdiagnosed me with dysthymia, which I later learned was bipolar disorder. It created challenges not only for me but also for my family and made social situations tough. However, I've been getting treatment for many years. I don't actually see bipolar as a disability, it has its benefits, including great creativity.

AB: Were you always drawn to creativity or entrepreneurship?

DH: Yes! I idolized musicians and actors and dreamed of being famous so people would see my talents, not my shortcomings. Somehow I felt that if I became famous then people would see me for who I really was.

AB: Who influenced you most growing up?

DH: My dad. Our relationship is strained, but he was always my superhero. He adopted me, gave me his name and taught me how to have deep heart-to-heart conversations. I was always aware that what he did was incredibly unique and honorable.

AB: Did you imagine running a business or being online back then?

DH: Not at all! I was a chef for 16 years. But a psychic once told me I’d travel the world, reach millions and work in media and marketing. I found that extremely odd for years. 

AB: How did your marketing agency begin?

DH: I filmed a food review for fun, and the restaurant had its busiest day that season. They paid me to do another, so I launched my business two weeks later. I realized there might be something to turning social media influence into income.

AB: What was life like at its peak?

DH: Incredible. My confidence soared, and we outperformed every other agency in New Hampshire. Hearing a 'no' was rare, which was exhilarating.

AB: Did running your business affect your personal life?

DH: Absolutely. I lived online chasing likes and views. My marriage suffered because my wife felt neglected due to my paying more attention to my business and fragrance channels. It also created distance from friends and family as I became consumed by my work.

AB: Let's switch gears, but I'm coming back to the topic of your marriage in a bit. When did fragrance become important to you?

DH: My mom sold Avon and gifted me cologne, but my passion truly started in 2005 during Hurricane Katrina. Stranded in an abandoned hotel, I found a bottle of Acqua di Giò. Surrounded by filth and despair, that fragrance transported me and showed me scent’s power to comfort.

AB: Who inspired you in fragrance?

DH: Jeremy Fragrance first, then later Steven from Redolessence, Brooklyn Fragrance Lover, Robes08 and Cubaknow. Each brought something unique to the table and helped inspire my channel, A Fragrant State of Mind. Jeremy especially paved the way for content creators.

AB: How did you start creating fragrance content?

DH: During COVID, after surgeries and mobility issues (I weighed over 500 pounds), my wife

suggested I find a hobby. I loved fragrances, so I grabbed a camera and started. I was lonely and depressed and needed something to lift me up.

AB: Did you expect a big audience?

DH: Not at all. I was thrilled when I'd get 100 views early on. Now I have 45,000 followers across all my channels. I used to joke that my early followers could at most fill the local high school, now they could fill a stadium.

AB: Has the fragrance community been supportive?

DH: Amazingly so. Despite my weight struggles, I’ve had very few negative comments. It truly feels like a family.

AB: Living in a small conservative town while making fragrance content ... what’s that like?

DH: People judge, but I always try to stay authentic. My many videos and podcasts show who I really am. I believe good choices and openness will naturally win over assumptions.

AB: People have spread rumors about you. How do you handle it?

DH: I stay honest and respectful. Some claims were absurd, like saying I lived in Ohio, flipped burgers, or that I sold fake perfumes. In reality, I live in New Hampshire and I’ve only occasionally shared bottles with friends or followers.

AB: Did the negativity ever make you want to quit?

DH: Never. I’m certain this is my path. I live by the principle that every stumbling block can become a stepping stone. 

AB: Why did your agency falter?

DH: In small towns, gossip snowballs and messages distort. People started leaving negative reviews which tanked my business. People don’t always have open, honest conversations. It’s part of the journey, and you have to be ready to pivot.

AB: How did losing your business hit you?

DH: Brutally. I'm in danger of losing my home and had to prioritize my pets’ needs over my own. But I see this as a hiccup, not the end.

AB: Your marriage ended as you chased growth. What happened?

DH: I got obsessed with metrics (views, likes, comments and milestones) and unintentionally neglected my wife. It was never my intention to make her feel overlooked.

AB: How has divorce impacted you?

DH: It’s devastating. You lose your best friend and support system, and life feels unreal. Some days I can’t sleep; other days I just want to sleep forever.

AB: You might soon lose everything, including your home, leaving you only with your car. How are you coping?

DH: Friends are helping for now, but what I really need is for my brand to earn enough to stand on its own. Right now, I’m just living moment to moment.

AB: Does that uncertainty make you rethink content creation?

DH: No, it actually pushes me to innovate and stay true to my work on A Fragrant State of Mind. I see it as an opportunity to dig deeper creatively.

AB: What keeps you going?

DH: Faith in God, my family, friends, and the fragrance community’s support. People who reach out and want to help mean a lot.

AB: What’s next for your fragrance journey?

DH: Stability, not riches. Enough to live safely and help others facing similar struggles. I’d love to work with a brand that shares those values.

AB: After everything from business loss, to divorce, to online attacks, how do you want people to see you?

DH: As authentic and relatable. Someone who makes good choices, loves deeply, and never takes blessings for granted. I want people to feel I’m someone they can trust. 

AB: What advice would you give to someone chasing a dream while life falls apart?

DH: Seek truth and faith. Take the first step, even if you're scared. Courage and fear go hand in hand. Just keep moving forward inch by inch.

AB: Is there a way readers can support you?

DH: Yes. I started a GoFundMe, Secure Housing and Health for Derek's Future, on GoFundMe. It would mean a lot to me if anyone reading this shares the link or donates to it. Thank you for your support.

To see Derek Hughes social accounts and videos, please visit 

https://mobilo.link/social_profile/FPdMiRM8kJOgOHFQiJEeLiLRxgB3.