Smells like niche spirit – the boom of niche perfumes
DecodingsAccording to current forecasts*, the global niche perfume market is now valued at around US$ 3 billion and should reach US$ 7.4 billion by 2031.
“Luxury Niche Perfume Market,” Future Business Insights, 2024
The incredible expansion of the segment in recent years has completely redefined perfume industry standards. Niche products used to represent a minor share of the market, but today they attract a much wider public, driven by interest from new generations of consumers and the sector’s more widespread availability.
Chloé Arjona, Beauty Director at NellyRodi, explains the phenomenon.
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Once reserved for a clientele of connoisseurs and experts, niche perfumes are now opening up to a larger and often younger public. The original niche consumers were attracted by high-quality ingredients and generally shorter formulas – synonymous with bold scent statements – while the new generation seeks, above all, a unique olfactory signature. The lack of interest in upmarket perfume best sellers is led by a desire to be unique, with authenticity and originality as priorities.
Perfume has become a lifestyle product
Now consumers choose perfume primarily for how it reflects their personality or even a passing mood. The phenomenon is widely shared on platforms such as TikTok, where hashtags like #fragrancemoodoftheday or #scentoftheday attract millions of views. Users publish daily videos about the scents they choose for each day, reinforcing the idea that perfume is an extension of oneself and an accessory in its own right.
@palomita_perfume Chanel Gardenia seemed like the buttoned-up white floral this outfit (and dreary day) needed #ootd #vintagestyle #perfumetok #scentoftheday #perfumecheck #fragrancetiktok #perfumereview #perfumerecommendations ♬ Pink Champagne – Abby Roberts
From this perspective, perfume becomes a key part of each person’s olfactory wardrobe to be matched to outfits and events. This new approach is contributing to the emergence of the perfume collection trend. In the past, consumers had one or two signature fragrances, but now many are opting for numerous scents to alternate according to their humor or desires. The trend goes even further with fragrance layering (17k publications on TikTok), or wearing several scents together to create a completely unique fragrance combination.
@karinawaldron #greenscreen let me teacg you how to layer your fragrance like a pro! Use a fragrance wheel to help you categorize your fragrances to see what compliments each other. #fragrancecombos #fragrancetiktok #layeringperfume ♬ original sound – Karina waldron
The fragrance fellowship
The explosion of social media, especially TikTok, has also transformed how consumers interact with the world of perfume. Fragrance is no longer just a product to buy and wear, it has become a topic of conversation and an experience to share.
The online community of perfume enthusiasts shares tips on the best application methods (which parts of the body, when to apply during the day, etc.) and how to combine different scents. This ongoing dialogue around perfume has increased consumer education. Now better informed and more demanding, they want to understand ingredients, accords and the story behind each perfume.
At the same time, the sense of smell and the emotions a perfume elicits remain at the heart of the discussion. Thanks to TikTok’s more authentic and spontaneous video format, many users share their personal emotions and reactions when discovering new fragrances, and this creates a feeling of belonging to a community of adepts as well as enthusiastic amateurs.
Niche perfume, once confidential and exclusive, is rapidly growing and attracting a larger, younger clientele looking for originality and personalization. To a great extent, this transformation is encouraged by social media, where perfume is a major subject of conversation. From now on, it isn’t enough for perfume to smell good, it has become a fashion accessory, a way to express oneself and an integral part of an individual’s life.
