Their producers do not advertise and they are largely unknown to the general public, but niche perfumes are able to command prices in the hundreds of US 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,” says Julien Sausset, director of Parfums de Marly, a France-based niche fragrance producer.
The company posted more than 50 per cent sales growth in 2023 and expects more than 40 per cent growth this year, to US$600 million in sales.
“People don’t want to smell like others any more. They want to free themselves, affirm their identity,” says Sausset.