Niche Internet Microcelebrity Spotlight: Jeremy Fragrance

Welcome to Niche Internet Microcelebrity Spotlight, the feature all about the fascinating people who live in our phones. The brief: we summarize the some of the most unique individuals to have achieved long term notoriety thanks to their internet presence. We're taking a look at good, the bad and the ugly of online fame, and how good they are as meme material.

Screen Name: Jeremy Fragrance 

Real Name: Daniel Sredzinski

Internet Occupation: The Number 1 Fragrance Icon

Reason for Fame: Jeremy Fragrance is a Polish-German influencer who has won millions of followers on TikTok, Instagram, and YouTube. Those interested in perfume have probably known him as a self-taught guru to do with all things scent, who has spent the best part of the decade advertising his craft. Meme connoisseurs, meanwhile, have been alerted to him more recently thanks to his eccentric social media presence.

Dressed head-to-toe in white and armed with the rallying catchphrase 'POWER, BABY', Jeremy spends much of his time reacting to the smell of fragrances and random foods. He also shares tidbits of his lifestyle, and opinions on all things scent-related.

In case it wasn't already obvious, the Jeremy Fragrance brand is a distinctive one. He isn't afraid to do what he wants, and say exactly what he thinks at all times. Jeremy's high energy and slightly manic persona has led many fans to speculate that he uses illicit substances. Comment sections under his posts are often contain people wondering how under the influence he could be based on his levels of wackiness that day. 

Notable Moments: On TikTok especially, it can seem like every other Jeremy Fragrance post is worth its weight in virality. The man is nothing if not a master in capturing the limited modern attention span.

However, he has a few tropes that tend to get more attention than others. He has a tendency to overshare that permeates many of his videos — his attempt at reviewing Perry Ellis 360 Red led to a confusing personal confession that can't be described here, going viral as some viewers dubbed the scent a ‘truth serum’. Another notable example comes from his speech on how he dislikes racism, partly because he ‘always wanted to be as cool as P Diddy’. Inspiring stuff.

As well as this, he gains attention for his hyperactive exploits that frequently include his love for song and dance (in the aughts, he was briefly a part of boyband Part Six). He also once jumped on a table and broke it, taking the kind of pratfall skilled comedians would take years to perfect. 

Memeability Level: 8/10. Watch enough of his content and there is a not insignificant chance you will start quoting him in your head at inappropriate times of the day. Many have compared his online identity to two extremely dubious role models in the sigma male meme canon, Homelander and Patrick Bateman. At the same time, his niche is plenty weird enough to be memorable on his own (and was apparently enough to strike him a German book deal). Expect him to continue inspiring compilation videos and out of context postings for as long as he can come up with gimmicks. POWER, indeed.