Brooks Nader and her sisters invite fans to 'sniff their jukeboxes'

Brooks Nader and her sisters are leaning into a playful new campaign that has quickly sparked conversation online, inviting fans to “sniff their jukeboxes” as part of a cheeky rollout tied to their latest collaboration. The phrase plays on the brand’s name while also nodding to its scent-driven focus, giving the campaign a double meaning designed to grab attention.

The campaign, which is part of Dr. Squatch's new women's line, Jukebox, features Brooks alongside her sisters Mary Holland, Grace Ann, and Sarah Jane, who have been sharing behind-the-scenes moments on social media. Shot on the streets of New York City, the visuals spotlight bold, bubble-inspired styling and introduce a refreshed direction for the brand, including updated packaging, expanded product categories, and new scents now available nationwide.

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As a women’s personal-care extension, the company leans heavily on fragrance as part of its identity. The name itself reflects variety and mood—similar to a traditional jukebox—while the campaign emphasizes how scent can shape confidence and everyday routines. That positioning ties directly into the sisters’ messaging around self-expression and ambition.

Brooks Nader, known for her work in modeling and reality television, has increasingly carved out a space at the intersection of fashion and lifestyle content. Teaming up with her sisters adds a layer of authenticity, reinforcing the campaign’s focus on shared ambition and support. Their messaging highlights how small, everyday rituals—particularly in the shower—can serve as a starting point for bigger personal goals.

“We are all obsessed with how Jukebox makes us feel, both in and out of the shower,” Nader said in a statement, noting that many of their biggest ideas started as simple thoughts during those quiet moments. She added that feeling refreshed can directly impact confidence and mindset moving forward, and, reportedly, she also used the product to manifest her dream of starring in the rebooted Baywatch.

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According to the brand, the partnership was a natural fit, pointing to the sisters’ dynamic and their alignment with themes of individuality and empowerment. The rollout also includes a limited-edition element tied to manifestation, offering select items connected to the campaign’s message of intention-setting.