THE FRAGRANCE APPRENTICE.

The Fragrance Apprentice is a long-running YouTube series created and hosted by George M. Atkinson, boasting nearly 60,000 subscribers and over 10 million views across more than 400 videos. Spanning over a decade, the series has become one of the most original and influential voices in the online fragrance world.

Praised for its honesty, eccentricity, and boundary-pushing style, The Fragrance Apprentice carved out a unique space on YouTube—merging scent critique with cinematic storytelling, surreal humour, and deeply personal insight. Unlike traditional reviewers, George approached fragrance not just as a product, but as a cultural artefact, capable of triggering memory, emotion, and artful conversation. This approach led to the channel being cited as a major influence by other fragrance creators and pillars of the global scent community.

The series has reached audiences in over 100 countries, with fans and collectors tuning in for everything from in-depth reviews and essays to full-blown experimental films. From its earliest uploads to its most theatrical episodes, The Fragrance Apprentice has continually defied convention often blurring the line between commentary and performance art.

Now entering its seventh and final season, The Fragrance Apprentice is preparing to close the curtain with the same intensity, creativity, and authenticity that made it iconic in the first place. It’s not just a YouTube channel—it’s a time capsule of independent expression, and a defining part of George M. Atkinson’s creative legacy.