Don’t ask me how but a couple of months ago I came across the article 20 Niche Perfume Brands You Need to Know Right Now. As it usually happens, while reading somebody else’s list of anything on a subject you’re interested in, I agreed with some of the choices, disagreed with others and thought of additional nominees. And then I started working on my list and realized that 20 were too many. Not because I can’t easily come up with at least three times as many brands but because even at 20 one starts including brands that are just personal favorites, do not exactly fit the definition or those that are so tiny that position on the list is too big for them.
So I decided to come up with my personal list of five brands. In my selection process I used the following considerations:
The brand should be a true stand-alone brand, not a private/limited/boutique line of a big brand (so not Guerlain, Chanel, Dior or Hermes) or a spin-off under a bigger parent’s umbrella (Tom Ford and Jo Malone are out too).
The brand should have enough perfumes in their range to potentially work for different people (so as much as I love Neela Vermeire Creations or respect vero profumo and Puredistance, these lines are too young to get a spot in the short “must” list).
Brands should be available for testing (directly or through online services) both in the U.S. and Europe (so no tiny artisan brands for this list).
My list of Five Niche Brands You Need to Know (with a brief description of why – not for my regular readers but for future visitors who find my blog through some unexpected searches, e.g. “lily of the valley+cat”):
Serge Lutens (http://www.sergelutens.com/) is probably the ultimate niche perfume brand. It’s bold, unconventional but at the same time still perfumes that you want to wear and not just test, analyze and review. Kafka (Kafkaesque) covered the topic of Serge Lutens – both a persona and a brand – extensively and I urge you to read Part I and Part II of her story.
Amouage (http://www.amouage.com/) is an epitome of opulence, luxury and quality. These rich and mostly classic perfumes won’t suit everybody in the modern sheer-smelling world but the brand is worth knowing even just for educational purposes to see how perfumes can be anti-minimalistic and not transparent. Watch four short videos on now smell this in which Christopher Chong, creative director of Amouage, talks about perfume and the brand.
Editions de Parfums Frederic Malle (http://www.fredericmalle.com/) is the first brand ever to put a perfumer’s name on a bottle. In the world in which a scent IP doesn’t exist it was a huge step towards promoting a creator, an artist and not a money purse. Read Natalie’s (Another Perfume Blog) interview with Frédéric Malle. (UPD: APB is closed now)
L’Artisan Parfumeur‘s (http://www.artisanparfumeur.com) perfumes might be not the most innovative (though over years they’ve created some very unusual perfumes) but very wearable, so it is a perfect starter house for anybody who wants to venture from the mainstream perfume market into the niche one. Read Luca Turin’s L’Artisan Parfumeur 30 years later for the tidbits of the house’s history.
Ormonde Jayne (http://www.ormondejayne.com/) has a whole line-up of very likable and distinct perfumes at reasonable (for modern niche market) prices. Ormonde Jayne’s perfumes smell modern and classic at the same time. Read a very warm and personable interview with Linda Pilkington by Sigrun (Riktig Parfym) and a recent Andrew Buck’s (Scentrist) chat with her for more information about the brand.
So these are my choices of the “need to know” niche perfume brands. Give me your five choices. Do not try to purposefully complement my list: if you agree with all or some of my choices – say so; but feel free to change any or even all brands if you have a different answer to my the question. I’ll try to do something with all the answers for my January statistics post.
Image: my own