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Not to toot my own horn, but my niche fragrance collection is extensive. I’m talking scents that hail from obscure regions of the world that I've still never visited, but my nose has been transported to via locally-sourced ingredients; scents that are meant to evoke intentional memories and emotions, irrespective of the reception that they receive from the general public.
— Read more in Your Niche Perfume Collection Starts With This Editor-Curated List at Marie Claire.
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They might come in refillable glass bottles and contain higher concentrations of fragrance oils – in some cases up to 40 per cent. Most use high-quality natural ingredients that are too unruly – and costly – for mass production. Their limited quantities, meanwhile, lack economies of scale. In a category growing at one of the fastest rates in the beauty industry – the global perfume market is set to reach $69bn by 2030 – the niche fragrance is the leader, expected to expand at a compound annual growth rate of 13.2 per cent.
— Read more in Why has perfume become so expensive?: The rise of the £250 scent at Financial Times.
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Niche perfumes, or what Chinese shoppers refer to as “salon scents,” are having a moment as younger consumers look to stand out from the crowd.
Even though global players such as Chanel, Dior and Hermès still dominate the market, niche perfume brands such as Documents and To Summer have captured a new crop of shoppers who crave scents that reflect Chinese traditional culture, which is in sync with fashion trends like New Chinese style.
— Read more in Niche Perfume Brands Are Capturing Chinese Shoppers with Scents That Create a ‘Persona’ at Women's Wear Daily via Yahoo.
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Consumer preferences in the fragrance market are shifting once more. Cool credentials and heavy marketing spend are no longer enough. Instead, successful fragrances are emphasising innovation, tapping the wellness trend and promoting a commitment to sustainable values.
In the 2010s, celebrity-fronted perfumes and fashion house brands lost ground to a boom in niche perfumery as challenger brands such as Byredo and Le Labo became wildly popular. These brands defied the concept that fragrance giants could simply pay their way onto consumers’ dressing tables.
— Read more in What’s the next blockbuster fragrance brand? at Vogue Business.
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So we are seeing a whole new evolution of luxury. Many of the great brands of the Eighties and Nineties have become almost masstige. Limited editions are so pervasive; flankers so frequent. The aspirational qualities don’t last. On the other hand, I’m fascinated by the explosion of creativity, the opportunity that is taking place in the niche fragrances. For me, niche is the nursery school of the future.
— Author and fragrance expert Michael Edwards, in Michael Edwards Discusses Luxury Fragrance History, Niche Fragrance’s Future at Women's Wear Daily.