Move over, Jennifer Lopez: here’s why millennials and Gen Z are choosing niche fragrances over celebrity brands
Bespoke fragrance companies such as Le Labo and Ex Idolo, and scented candle makers Nomad Noé, are getting their inspiration from cities such as Hong Kong and gaining popularity among the younger generation of perfume lovers. Even big luxury fashion brands like Chloé is catching onto the trend
Personally, I think entrepreneurs in the fragrance world have a pretty sweet deal.
Who wouldn’t love to immerse oneself all day, every day, in the finest scents and exotic and luxuriant raw ingredients, to create a final product that is beautifully bottled and full of nuance, both in scent and meaning?
Composed of memories, snapshots from their travels, and inward journeys, these entrepreneurs have definitely struck a chord in their fans’ hearts.
One can’t help but wonder: how did they do it?
“The best way to create a brand that becomes hip and cool – as you say – is not to try to be hip and cool,” says Edouard “Eddie” Roschi, founder of Le Labo. The fragrance brand is a cult favourite that has successfully made its mark in the industry, and yet has remained defiantly true to its quiet, uniquely underdog essence.
“Le Labo is an extension of who we are, and it translates our intentions in everything we do. We have always focused on creation, on intention and simplicity, and hoped for business. We focus on this in all decisions we make and stay true to our nature: admit mistakes, honour achievements, continue learning and putting honesty and thoughtfulness in everything we do. We stay true to our DNA, to who we are as a brand but, most importantly, as human beings.”
It’s this personal storytelling which is increasingly inspiring millennial and Gen Z consumers to look beyond big brands and fragrances authored by celebrities – most notably Jennifer Lopez, who just last month launched her 25th fragrance, Promise – to more niche, bespoke scents.
The creators
