What is it about niche perfumery that makes it stand apart from masstige, premium and all the other competitors? It’s not only the quality, the exclusivity and the attention to detail…niche perfume aficionados form a tightly-knit community of like-minded souls who are passionate about scent and who foster artistic freedom of expression. They seek an unparalleled scent journey that feels unique and personal.

The low key marketing approach of niche brands is winning over Chinese consumers who look for a point of difference in their olfactory signatures. Of course, social media presence doesn’t hurt either.

The latest news in niche fragrance is the surprise acquisition by Kering Beauté of the uber successful brand Creed in a cash deal that came from nowhere. This represents a real coup for Kering’s new beauty division which was only announced earlier this year and has yet to flex its muscles.

The rumors had been circulating for months, and at last the deal is done. With private equity fund Advent International taking a majority sharehold, the brands will be able to fuel – and accelerate - global expansion.

Working with family isn’t always a piece of cake, but this father-daughter team is building a luxury niche fragrance retail business together. Olaseinde Olusola talks about grooming his daughter to become CEO: from making decisions to taking responsibility to the occasional conflict, it all stays in the family.

The Oman based luxury fragrance house has just opened an impressive flagship airport shop in the Muscat Airport. The décor, which pays tribute to the heritage of the brand and to local materials, is the epitome of modern opulence.

The art of perfumery can still benefit from technological breakthroughs such as Artificial Intelligence without sacrificing any part of the craft. How can it make the perfumer’s life easier? Let’s start with formulation and reformulation before we delve into the fabulous concept of scent teleportation.

Korean retailer Shinsegae is adding to its niche fragrance portfolio as it looks to create “the next Diptyque” in this growing market. Consumers continue to appreciate the point of difference offered by niche brands while showing little or no price resistance.