New York City’s so-called “Scent Row” is gaining a new addition.

Dossier, the TikTok–viral fragrance brand best known for its dupes of high-end perfumes, is opening its first brick-and-mortar store on Elizabeth Street in NoLita, home to many fragrance boutiques including Scent Bar, Aesop, Le Labo and Naxos Apothekary, to name a few.

The 1,300-square-foot store located at 242 Elizabeth Street will house both the “Impressions” dupe line that propelled Dossier to mainstream status — bestsellers include Ambery Saffron, a $49 dupe for Maison Francis Kurkdjian’s Baccarat Rouge 540, which retails for $335 — as well as the brand’s 2023-launched “Originals” line of non-dupe fragrances, which retail for $39 per 50-ml. bottle.

“This boutique has been a long time coming,” said founder and chief executive officer Sergio Tache, who launched Dossier direct-to-consumer in 2019 and then brought the brand to Walmart in 2022; it also launched into CVS Pharmacy earlier this year. “We wanted to have a branded space where we control the environment and can talk about our Impressions, our Originals, and help consumers through their discovery of Dossier.”

When Dossier debuted online in 2019 with an assortment of 20 luxury-inspired fragrances (Dior Sauvage, Chanel’s Coco Mademoiselle and Bleu de Chanel among the inspirations), it became a success “from the get-go,” said Tache. “We started the brand because it didn’t make sense to us that to go out and smell nice on a date, you had to fork over $150-plus to buy a nice bottle of perfume — that’s something we wanted to address.”

As the beauty dupe discourse has continued to rise and consumers increasingly adopt scent-layering and fragrance wardrobing practices, the brand’s budget approach has become even more of a market advantage, Tache said. “People love to discover new fragrances, to build a wardrobe of scents, and it’s hard to do that when your average luxury scent costs $150-plus — Dossier enables that scent discovery.”

Though Tache did not comment on the brand’s performance, industry sources estimate that today, Dossier’s annual sales hover around the $80 million mark. Data from Charm.io shows that in 2024, the brand raked in $4.4 million in sales on TikTok Shop, and year-to-date has netted $2.4 million on the platform. At times, Tache said, the channel is a more significant driver of sales than Amazon.

“TikTok has been a very important part of our growth, and it’s also where our Originals have started blossoming,” said Tache, adding that Dossier Originals comprised 26 percent of the brand’s TikTok Shop sales in May, versus just under 10 percent of its DTC sales during the month.

“2025 is the year of the Originals,” said Ines Guien, vice president of operations and head of the creative lab at Dossier, adding that the boutique will play a key role in exalting the line. “The Originals are going to have their own space in the store, but also they will be spread alongside the Impressions throughout the sections we have for the six scent families: florals, aromatic, fresh, spicy, fruity and musky.”

Later this summer, the brand will open a second, 800-square-foot store at the Queens Center mall.

“We want to have an urban location and a mall location in order to understand both environments,” said Tache. “We want to make sure those are a success and then roll out other boutiques; the model I’ve always thought about is the Warby Parker model, in which they started online and then pivoted to their own stores, which now comprise 60 percent to 70 percent of their revenue.”

In 2025, Dossier is targeting eight new Impressions launches with a focus on recreating popular niche (versus designer) offerings. Recently, it introduced a Parfums de Marly Delina dupe called Ambery Rose, and will roll out upcoming Phlur- and Byredo-inspired launches. In terms of Originals, the brand will introduce around 13 in 2025, said Guien, adding that the brand works with perfumers based in Grasse, France, and operates a product development team based in New York.

“For the dupes, the Impressions — we’ve always owned it, we’ve never been shy about it,” said Guien, who considers one of Dossier’s differentiators relative to other dupe brands to be the precision it applies to recreating existing fragrance formulas. “We like to say you cannot smell the difference between the two…many brands which do impressions do a good job with the top notes, but the challenge is to make sure a fragrance is going to be the same quality and the same smell hours later — this is where we put all of our effort.”