Tana Mongeau Launches First Fragrance, Says Initial Run Sold Out In 76 Minutes

A lot of people apparently want to smell like Tana Mongeau.

The controversial vlogger and media entrepreneur has launched another non-content business venture in the form of her very first fragrance, Tana By Tana. In an Instagram post, Mongeau said that the scent touts notes of vanilla, citrus, and argan oil — and is being marketed as a Valentine’s Day gift.

“The feeling of obsessing over and perfecting something for almost a year and finally letting it out into the world is like none other,” she effused. “I hope you love my baby as much as I do. I never in my wildest dreams thought watching Paris Hilton perfume commercials on my TV at 11 that I’d be able to be doing the same thing, with her help, at 21.” (Hilton, who boasts a vast fragrance empire of her own, apparently helped Mongeau with strategy around the launch on-camera for her MTV show, which is currently filming its second season).

Mongeau also flexed her acting chops with a fragrance commercial on her YouTube

channel (below), in which she plays a whole cast of characters — each representing a different facet of her personality. In the clip, all of the different Tanas are convened around a boardroom table to pitch commercial concepts and product names. At the end of the spot, a product shot of Tana By Tana flashes onscreen, with a skull-shaped glass bottle and silver cap.

The scent is priced at $48 for 2 oz. — and clearly a lot of Mongeau fans were enticed. Mongeau tweeted that the initial run of Tana By Tana sold out in 76 minutes — despite the fact that her team “bought enough units to prepare for weeks of sales.” Tana By Tana is still available for purchase, but subsequent orders will take an extra two weeks to ship, she said.

Mongeau, who also vends a successful merch operation, isn’t the first YouTuber to launch a successful fragrance. Last July, the Dolan Twins collaborated with a fragrance startup called Wakeheart to launch two unisex scents.