What is Niche Perfumery?
Before I can answer this question, let’s converse about the public view of perfumery. We have the trailblazers, the renown luxury brands, such as Chanel, Hermes, Dior, and Guerlain who established perfumery as a necessity. The other brands started picking up on this trend and began to join in this movement, which is why even grocery stores and furniture stores these days are selling perfume.
So in this perspective, what is niche perfumery? Perhaps, we can go back 50 years to when brands such as L’Artisan Parfumeur and Diptyque started launching perfumes. One was a chemist interested in creating unique scents, and the other was a group of three friends who wanted perfume to serve as an artistic outlet. Fast forward to 2021, we see that many of the niche perfumes have moved into the limelight, such as Jo Malone, Le Labo, Tom Ford, and Byredo to name a few. These niche perfumes have essentially become 𝙢𝙖𝙨𝙨-𝙣𝙞𝙘𝙝𝙚 fragrances simply because they’ve made it, through the power of marketing and perfumery.
So what is niche perfumery nowadays? In my opinion, niche perfumery is analogous to indie music. A great niche perfumery brand is like a great indie music artist that is waiting to be uncovered, and revealed to the general public.
𝐓𝐡𝐢𝐬 𝐢𝐬 𝐞𝐱𝐚𝐜𝐭𝐥𝐲 𝐭𝐡𝐞 𝐠𝐨𝐚𝐥 𝐨𝐟 𝐒𝐜𝐞𝐧𝐭𝐫𝐢𝐪𝐮𝐞.
We are here to provide a platform for niche perfumery brands to come sing their song. Although not every song will be accepted by everyone, we sincerely hope that you can walk away with a new olfactive perspective.
Written by Long (Tony) Ye
MSc. Scent Design & Creation - ISIPCA
BEng. Chemical Engineering - McGill University