KUWTK Can't eat this

The sound comes from Keeping Up with the Kardashians, Kourtney delighting in the smell of a treat she says she can't eat. It surfaced around National Donut Day as a food bit, but it quickly widened: the "i can't eat this but how exciting is it to smell it" energy fits anything scent-forward. Beauty and fragrance brands especially took it, swapping the food for perfume, candles, or anything you enjoy nose-first.

• Perfume bottle spray or close-up
• Candle being lit or scent products styled together
• A good-enough-to-eat scented product (lotion, body mist, lip balm)
• Someone leaning in to smell a product with delight

• me with my kayali perfumes
• me every time i open a new candle
• me smelling this body mist like it's dessert