Niche perfumes are no longer a niche business, accounting for more than a tenth of the fragrance market • AFP Photo credit: GRéGOIRE CAMPIONE
“There isn’t a top brand without its niche perfume today,” said Eric Briones, who wrote a book about luxury and Generation Z (people born between the late 1990s and early 2010s).
They don’t advertise and they are largely unknown to the general public but niche perfumes are able to command prices of hundreds of dollars from men and women seeking to stand out.
Produced in small batches with high-quality, natural or rare ingredients, niche perfumes are becoming big business even while retaining their exclusive nature.
“We’ve had absolutely incredible growth,” said Julien Sausset, director of Parfums de Marly, a France-based niche fragrance producer.
The company posted more than 50 percent sales growth in 2023 and expects more than 40 percent growth this year to $600 million in sales.
“People don’t want to smell like others anymore. They want to free themselves, affirm their identity,” Sausset told AFP.
To read the full story on US AFPNews, please visit https://us.afpnews.com/article/?sweet-smell-of-success-for-niche-perfumes,36QL4L2#
