An array of unexpected indie beauty players have entered the niche fragrance sphere, aiming to democratise the category with a new level of affordability and accessibility.
Trailblazers in the fields of skin care, make-up, hair care and deodorant have all entered the scent space for the first time – or are planning to – but with a message that rejects mass-market fragrance homogeneity.
These perfume launches are more considered in their approach, targeting a key moment in the cultural zeitgeist or telling an authentic scent story which resonates with a particular community, all while matched with an accessible RRP.
This is why new indie perfumes have cropped up that don’t try to be the latest ‘it’ scent or anything that the traditional perfume market would produce
This approachability and ‘realness’ has paved the way for first-time perfumers to make a splash in a typically prestige dominated industry, where sometimes a cult status product is attached to a more premium price tag.
“Personalised experiences that instead favour artisanal, small batch creativity reflects the values of inclusivity, transparency and sustainability that are highly prized in key demographics such as Gen Z and millennials,” says Felicity Brewster, Company Director at Fresh Beauty Solutions consultancy.
“The democratisation of fragrance among indie brands is establishing a non-elitist approach, breaking down barriers that once made luxury fragrance seem unattainable.”
New to the game
Four-year-old minimalist cosmetics brand Merit launched its first fragrance Retrospect (£79) in October, with the hope it will become a staple among its millennial-strong consumer base.
Taking inspiration from vintage scents, it nods to being cost-effective by containing nearly 30% fragrance oil, meaning one spritz should last the entire day.
But it also aims to be a minimalist antidote to what some may call an ‘overwhelming’ fragrance market as the scent
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