Nette teams with Morgan Riddle for new fragrance
Nette, a candle and fragrance brand recognized for its creative scent approach, has begun a new chapter with its first influencer partnership. The collaboration with creator Morgan Riddle signals a move into the expanding overlap between sports and beauty—a trend that has already drawn companies like Sol de Janeiro and Sephora into tennis culture.
The project, revealed this week, centers on Mr. Cloud, a milky tuberose fragrance designed to capture the relaxed vibe of tennis courts. Unlike standard influencer agreements, this initiative started with a four-hour session between Riddle and perfumer Antoine Maisondieu of Givaudan, followed by a year-long development phase. The scent’s creation was framed as a “collaborative effort”, with Riddle prioritizing genuine involvement over strict brand control.
“If a brand won’t let you influence what you’re associated with, it won’t feel real to me or my audience,” Riddle stated. “I wanted something I’d genuinely buy and wear myself.”
The launch includes a three-part video series showing Riddle moving from a tennis match to a New York subway, reinforcing the fragrance’s casual, sports-adjacent appeal. Behind-the-scenes footage also showcased the partnership’s creative process, including Riddle and Maisondieu working together.
Riddle’s influence grew in 2022, when she gained recognition as a “WAG” creator—documenting life on tour with her then-partner, top U.S. men’s tennis player Taylor Fritz. Her following expanded alongside the tennis community, reaching over 1 million followers across social platforms and securing appearances at events like Wimbledon. After Fritz and Riddle announced their separation in April, she shifted focus to projects aligning with her evolving career direction.
Sports-beauty crossover reshapes brand collaborations
“The foundation I built in sports over the past few years remains meaningful,” Riddle said. “Now, I’m drawn to opportunities that let me create something intentional for this phase of my career.”
The sports-beauty crossover has spread beyond tennis, with brands in Formula One, basketball, and soccer increasingly targeting female consumers. Nette founder Carol Han Pyle observed that women in sports often connect with audiences seeking bold, unfiltered personalities, a quality she sees as fitting for Nette’s identity.
“Female audiences increasingly enjoy seeing women who are confident and outspoken,” Pyle noted. The trend accelerated after the 2026 U.S. Open, when brands like Sephora and Oura secured official sponsorships, though some influencer conduct at tournaments faced criticism. Pyle dismissed concerns about Riddle’s involvement, citing her reputation for professionalism.
Nette’s expansion into fragrances began in 2023, with its debut at Sephora featuring “neuroscents”, products designed to influence emotions. Best-sellers like Lemon Puff and Mochi Banane reflect a shift toward playful, edible-inspired scents. Pyle suggested floral notes like tuberose could regain popularity, with Mr. Cloud soon available at retailers including Space NK and Saks Fifth Avenue, where Nette’s premium positioning aligns with its customer base.
Nette’s cautious growth strategy defies industry speed
Despite growth, Pyle remains cautious about rapid scaling. Nette operates on a self-funded model with no outside investment, limiting retail expansion. “For every five retailers we approach, we’ll likely launch with one,” she said, emphasizing controlled growth over speed.
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Nette’s Selective Approach to Retail and Creator Partnerships
The decision to collaborate with Morgan Riddle was not an immediate one for Nette. Founder Carol Han Pyle had not originally planned to work with an influencer, but after noticing Riddle’s expressed admiration for the brand’s candles, she reconsidered. Pyle has consistently prioritized partnerships with creators who align with Nette’s values and audience, emphasizing sincerity over superficial engagement.
Nette’s retail strategy has also been deliberate, shaped by earlier commitments. The brand launched at Sephora in its early years and entered into an exclusivity agreement that delayed other partnerships. While Sephora remains a key partner, Nette has since expanded to high-end retailers like Saks Fifth Avenue, where its positioning matches the customer base. The company maintains a cautious approach to growth, preferring measured expansion over rapid scaling.
