What is niche today? Niche can be very expensive, or cheap, or a certain thing. I don’t want to create niche; I want to create excellence. The very best materials and molecules, the best you can find anywhere.
— Perfumer Alberto Morillas on his personal fragrance line, Mizensir. Read more at Mizensir: From The Man Who Defined The Nineties at Candid. (found via Monsieur Guerlain at Facebook)
Of course, launching his own brand, he’ll say he wants the best materials and molecules you can find. But I can’t see a correlation between cost/exclusivity and quality. A lot of great materials are cheap. Even naturals like Ylang is quite cheap even when of great quality.
True, but I think this is more evidence that niche has so jumped the shark that now brands will start to NOT want to be considered niche, because it means nothing.