The inimitable Jeremy Fragance
"The #1 fragrance icon that follows the teachings of Jesus"
It’s a testament to my little algorithm bubble that I was excitedly talking with my friends - and my husband - about Jeremy Fragrance, only to be met with blank stares. They had no idea who I was talking about. And then I realised… this is exactly what this Substack is for.
Today, I’d like to introduce you to a new character. Jeremy Fragrance (real names: Daniel Schütz/Sredzinski) is, in his own words, “The Number 1 Fragrance Icon That Follows The Teachings Of Jesus.” But he is also much more than that.
Jeremy’s kingdom spans platforms. He’s amassed 52,000 followers on Twitter/X, and 3.4 million followers on Instagram, but TikTok is where he really shines: 9.9 million followers watch his dances, perfume reviews, and musings.
The first thing you must know is that this German man loves fragrances. This guy will absolutely douse himself in cologne while he’s talking about the fragrance notes. I can imagine, if he gets public transport (I get the vibe that he does not get public transport), he would be a horrible seat partner.
Other things to note: he wears tight white pants and gyrates around in them. He is frequently shirtless. He has, in recent years, grown his blonde hair into a ponytail.
Whats Your FRAGRANCE Of The Day. #jeremyfragrance. @JeremyFragrance on X
But what really makes Jeremy entertaining - his secret sauce - is that he overshares, frequently. And not in a knowing, intentional way. Every overshare feels accidental; a slip-up. For example, in a now-deleted video, Jeremy chuckles as he compares the phallic Perry Ellis 360 Red bottle to a dildo, before explaining that he has not yet come to terms with masturbation. (He states, “I do it, but I don’t cum.”)
He has nailed the art of cringe*. In the spirit of oversharing, Jeremy has also publicly documented his search for a girlfriend. He stipulates that she must be Christian, and under 32 years old (I can’t work out if that is a correct age range for Jeremy, who seems all at once a Peter Pan-like ageless figure, and also 45. Wikipedia says he is 35.) He set up an email address where eligible women could apply, and purports to have received over 1,000 applications. It obviously worked because a few weeks later he was posting videos of himself spraying a woman’s foot with perfume to the soundtrack of Despacito.
Many GF Inquiries, I Was Surprised (check My Recent Posts) im Standing In that Area so My Laptop Reaches Wifi Of Another Unit I Have but Is Rented Out as AIRBNB. Jeremy Fragrance Is The Number 1 Fragrance Icon That Follows The Teachings Of Jesus. #jeremyfragrance. @JeremyFragrance on X
He’s also a little bit slimy and a little bit gross. He went viral for coughing out a popcorn kernel-sized tonsil stone a few years back. There’s a feral energy to him, like a faun who has retained his grimiest goatiest tendencies. It’s probably why he drowns himself in cologne each day.
This sits uncomfortably in opposition to his clear and proud Christianity; Jeremy frequently posts selfies from different churches and photos he’s taken of his own Bible.
God Is More Important Then Your Mom & Dad. So If You are Spending CHRISTMAS (Celebration Of Jesus Christ The Son Of Gods Birthday) Its 100% Ok since You Have God With You @jeremyfragrance on Instagram
His cadence is Germanic, connoting English is his second language. Like Flula’s viral ‘Jennifer is a party pooper?’ video, Jeremy’s work often provokes the question: Does he really know what he’s saying/doing? Is Jeremy really in control, here? It fits well with content which toes the line between entertaining and concerning. But German accents to an English-speaking ear are silly; it adds levity and goofiness to the otherwise unsettling videos.
Honestly, it’s kind of camp.
Jesus Said: Heaven & Earth Shall Pass, But My Words Shall Never Pass. I Learn From This That In Any Climate, with Any President I Get Things Done, Im A Champion, always, Because I Have Jesus In Me. I Would Have Voted For Trump, I Wrote Something Like This Months Ago - @JeremyFragrance on X
And it doesn’t shock me that he has built his best following on TikTok; his success is algorithmic. TikTok is a platform where most content is presented entirely without context, and Jeremy’s whiplash content - hurtling through over-the-top perfume reviews, his hunt for a wife, his dancing, his forays into financial freedom content, weird and often unsettling stuff - is likely served up to a broad range of audiences, stoking outrage and curiosity as it does. The lore is not necessary. If anything, knowing the lore makes it harder to enjoy his work, because eventually you have to start writing Substacks about it.
Overall, I do think he knows exactly what he’s doing, and that he has a sense of humour about it. He’s completely nailed the ‘hook’ on TikTok. His weird style feels curated, but even I stop to question whether he really is completely sane behind the camera - surely no normal person would be inclined to share what he shares; to do on camera what he does? He’s a subaltern Jett and Pookie - sure, financially aspirational on paper, and entertaining, but seedy and weird, goblin-like.
So maybe Jeremy Fragrance is a bit of a cultural Rorschach test: do you see a deeply eccentric but genuine enthusiast? A self-aware performance artist playing the system? Or just another clout-chaser looking to monetise a bit of collective cringe? I’d be interested to hear your thoughts.
Two other things you should know about…
World’s biggest YouTuber Mr Beast appears to be getting more and more desperate to shill his “boring” Amazon Prime show, Beast Games. So it genuinely appears that he proposed to his girlfriend for clout - while his whole family watched, in matching Mr Beast merch:
Bummer!
People on the internet have forgotten about post-partum hormones. Conspiracy theorists have decided that Web-Led’s Favourite Couple, Pookie and Jett, are on the rocks, because Pookie has been crying in some of her recent videos. Most recently Pookie cried because Jett brought her breakfast in bed.
(People on the internet are idiots. Pookie and Jett forever.)
And a video to end on
Do you remember that “Look at all those chickens” vine? Someone worked it out.
"There’s a feral energy to him, like a faun who has retained his grimiest goatiest tendencies." 🤣🤣🤣 Love these posts so much. Thanks for keeping me culturally young and informed 🙏❤️