The first time Clue co-founder Caleb Vanden Boom realized that butter yellow had taken over the zeitgeist was when Timothée Chalamet showed up to the 2025 Oscars red carpet in March wearing a pastel yellow suit by Givenchy. By then, Clue was already months into the creation of what would become its best-selling scent: Dandelion Butter, which arrived just in time to capture the demand for all things buttery. “We announced [Dandelion Butter] with a billboard that said, ‘Do you like butter?’ It’s slightly unexpected or provocative to say something like that for perfume,” said Vanden Boom. “And for months, we couldn’t keep it on our site for more than a day. It was just selling out like crazy.” The brand’s co-founders, Vanden Boom and Laura Oberwetter, conceived of the scent back in September 2024 after a road trip through Wisconsin, taking inspiration from folklore around dandelions. By Dandelion Butter’s release in June, butter yellow had reached the mainstream and become 2025’s defining color. Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
