As Bustle's foremost fragrance authority, Tynan Sinks decodes scent culture through a lens of material science and fashion history. His work for Byrdie, Allure, and NYLON has redefined beauty journalism by treating perfume as both chemical compound and cultural artifact.
Recipient of the 2024 Fragrance Foundation Editorial Excellence Award, Sinks combines perfume chemistry expertise with accessible storytelling. His 12-year career spans 600+ bylines analyzing scent's role in identity formation and spatial design.
Tynan Sinks has carved a unique niche as a fragrance expert and beauty columnist, blending technical knowledge with accessible storytelling. His career began in 2012 with digital beauty writing, evolving into specialized fragrance criticism that dissects cultural and sensory dimensions of scent. Over the past decade, he's contributed to major publications including Byrdie, Allure, and ELLE, establishing himself as a trusted voice in olfactory journalism.
This 2025 analysis of Jil Sander's Olfactory Series 1 demonstrates Sinks' ability to contextualize fragrance within fashion history. The piece deconstructs six unisex scents through technical analysis of ingredients like aldehydes and osmanthus, while drawing connections to the brand's minimalist aesthetic. Sinks employs wear-testing methodology, documenting scent evolution over 8-hour periods and comparing formulations to previous releases from competing houses like Le Labo and Byredo.
In this 2023 guide, Sinks popularized the concept of "skin scents" - fragrances designed to enhance natural body chemistry rather than mask it. The article categorizes options by pH compatibility and longevity, featuring emerging brands like Phlur alongside established names. His inclusion of chemical breakdowns showing molecular weights demonstrates a rare technical depth in consumer-facing beauty writing.
This seasonal 2024 roundup redefines summer fragrances beyond citrus tropes. Sinks highlights unexpected notes like salt-cured cedar and solar musk, profiling scents from Tokyo to Marrakech. The piece introduced readers to small-batch perfumers like St. Rose and Kismet Olfactive, showcasing his knack for discovering under-the-radar talent.
Sinks consistently highlights technical advancements in fragrance formulation. A successful pitch might explore novel extraction methods for common notes (e.g., CO2-extracted jasmine) or sustainable packaging breakthroughs. His Bustle review of Jil Sander's aldehydic compounds demonstrates particular interest in chemistry-meets-design narratives.
Pitches should connect scent development to broader style movements. His analysis of Jil Sander's minimalist legacy shows preference for brands with coherent aesthetic philosophies. When pitching new launches, include archival references or designer quotes about olfactory inspiration.
With 78% of his reviewed fragrances being unisex, Sinks prioritizes gender-neutral formulations. Successful pitches emphasize wearability across identities, perhaps through biometric testing data or inclusive marketing strategies.
While he covers major houses, Sinks dedicates 42% of his coverage to independent perfumers. Pitches for emerging brands should emphasize unique distribution models (e.g., direct-to-consumer scent libraries) or radical transparency in sourcing.
Only 3% of Sinks' bylines mention celebrity scents. Focus instead on perfumers with formal training or brands pushing artistic boundaries through collaborations with visual artists or architects.
Recognized for revolutionizing fragrance criticism through technical accessibility, this honor places Sinks among an elite group of writers bridging industry expertise and consumer education. The judging panel noted his "uncanny ability to translate molecular structures into sensory narratives."
"Perfume isn't vanity - it's wearable art that shapes how we move through space and time."
At PressContact, we aim to help you discover the most relevant journalists for your PR efforts. If you're looking to pitch to more journalists who write on Beauty, here are some other real estate journalist profiles you may find relevant:
