But [fragrance entrepreneur Pierre-Louis Berrier] and [Australian perfume YouTuber Demi] Rawling are also wary of how that mainstream success has led to a proliferation of new brands and launches hoping to get a piece of the pie, diluting what made niche perfume special to begin with.
“It feels like fast fashion, but in fragrance,” said Rawling. “Eight years ago, niche was like this hidden gem. … It no longer feels like that because of the oversaturation of the industry.”
— Read more in ‘It’s like a cult’: How online perfume communities are shaping the fragrance industry at Glossy.
