Dossier Launches First Celebrity Fragrance in Collaboration with MGK
Published: October 2, 2025
In a significant move within the fragrance industry, Dossier, a brand known for its commitment to accessible and unique scents, has announced the launch of its first-ever celebrity fragrance. This new scent, titled “Lost Americana,” is a collaboration with the multifaceted artist and actor Machine Gun Kelly (MGK), who has made waves in both the music and film industries.
A New Era for Dossier
Dossier has built its reputation on creating high-quality fragrances that are both affordable and inspired by luxury scents. The introduction of “Lost Americana” marks a pivotal moment for the brand, as it ventures into the realm of celebrity partnerships. According to Sergio Tache, the founder and CEO of Dossier, this collaboration is a natural evolution for the brand. “At Dossier, we’ve always believed fragrance should be about individuality, creativity, and accessibility,” Tache stated. “When we were exploring the opportunity to partner with MGK, an artist who embodies bold self-expression, it felt like the perfect evolution of that vision.”
The Essence of “Lost Americana”
The fragrance draws its name and inspiration from MGK’s latest album, encapsulating themes of nostalgia and self-expression. “Lost Americana” is designed to be a genderless scent, appealing to a broad audience. The fragrance opens with intriguing top notes of incense, almond, and pink pepper, creating an inviting and warm introduction. As it develops, the heart reveals a complex blend of nutmeg, myrrh, and cinnamon, evoking a sense of depth and richness. The scent settles into a lingering base of vetiver, patchouli, suede, vanilla, and dark chocolate, offering a unique olfactory experience that resonates with both the artist’s persona and Dossier’s ethos.
A Nostalgic Campaign
The launch is accompanied by a visually striking campaign featuring MGK, which captures his reverence for American nostalgia and the evocative aesthetics of the 1990s. Set against the backdrop of the California desert, the campaign aims to resonate with fans and fragrance enthusiasts alike, highlighting the emotional connection that scents can evoke. This approach aligns with Dossier’s mission to redefine modern fragrance, making it not just a product but an experience.
The Future of Celebrity Fragrances
The collaboration with MGK is not just a one-off venture for Dossier. Tache hinted at the potential for future partnerships with other celebrities, suggesting that this could be the beginning of a new trend in the fragrance industry. “This collaboration marks the first of many exciting partnerships with celebrities, and we’re proud to kick it off with MGK,” he said. This strategy reflects a growing trend where brands leverage celebrity influence to reach wider audiences, a tactic that has proven successful in various sectors, from fashion to beauty.
Market Context and Historical Significance
The fragrance market has seen a significant shift in recent years, with consumers increasingly seeking personalized and unique scents. The rise of celebrity fragrances can be traced back to the early 2000s, when stars like Britney Spears and Jennifer Lopez launched their own lines, setting a precedent for future collaborations. Today, the landscape is more competitive than ever, with brands striving to differentiate themselves in a saturated market.
Dossier’s approach, focusing on individuality and accessibility, positions it uniquely within this context. By collaborating with a contemporary artist like MGK, the brand not only taps into his fanbase but also aligns itself with the cultural zeitgeist, which increasingly values authenticity and self-expression.
Availability and Pricing
“Lost Americana” is now available for purchase at a price point of $49, making it accessible to a wide range of consumers. The fragrance can be found exclusively online at Dossier’s website and at the brand’s flagship store located in NoLita, New York. This strategic pricing reflects Dossier’s commitment to providing high-quality products without the luxury markup often associated with celebrity fragrances.
Conclusion
Dossier’s launch of “Lost Americana” in collaboration with MGK marks a significant milestone for the brand and the fragrance industry as a whole. By embracing the themes of nostalgia and self-expression, Dossier not only enhances its product line but also sets the stage for future celebrity collaborations. As the fragrance market continues to evolve, Dossier’s innovative approach may well redefine how consumers perceive and engage with scents, making fragrance a more personal and expressive experience.
