The homepage changes every time you load it, except when it doesn't. Most weeks, one scent from the range sits in the frame under the words "in residence this week" — the bottle, the book it's named after, the three or four notes that make it up. Next week it will likely be a different one. We rotate the hero deliberately rather than picking a permanent favorite, for a reason that has nothing to do with marketing and everything to do with what the range actually is: six scents that are each somebody's own front door into the brand, not a ranked list with a winner at the top.
There's a practical side to this too. Six is not a large catalog, and a static homepage makes six things look smaller than they are — a shelf you glance at once and feel you've already seen. A rotating one gives the same six things a longer life: the visitor who saw Divisadero in residence in January and comes back in March meets Naoko instead, and the range feels less like inventory and more like something that's actually being tended.
The one exception is a live campaign — a launch, a holiday window, a scent we're deliberately pushing because it's new or because it's finally back in stock. Then the rotation pauses and the campaign scent holds the frame until it's over. Outside of that, the residency just moves, quietly, on its own schedule, and which scent happens to be in the frame the day you land on the site is closer to weather than to editorial decision. We like it that way. It means the front door of the shop is never entirely the same shop twice.