After more than six years overseeing global marketing and communications at Galeries Lafayette, Guillaume Gellusseau returns to the fragrance sector with The Estée Lauder Companies. He will lead Kilian Paris and Editions de Parfums Frédéric Malle globally, bringing experience across luxury fragrance, retail, and brand development to two of the group’s prestige fragrance houses.

From “smells expensive” to the idea that niche fragrances are inherently more sophisticated, perfume culture is full of assumptions about wealth, taste, and social standing. Looking at how these judgments have evolved since the nineteenth century, this article explores how traditional class prejudices continue to shape the way we talk about fragrance today.

As niche fragrance splits into mass and haute, the price gap keeps growing. But does a higher price reflect a genuinely different perfume, or simply a new vocabulary, a new distribution strategy, and a more luxurious story? The real question is simple: what should the extra cost buy?

With a background in technology, new CEO Ivano Cauli sees opportunities to help niche fragrance brands strengthen their digital presence and reach new markets. As the category grows more crowded, he aims to preserve Pitti Fragranze’s carefully curated approach while helping exhibitors navigate an increasingly digital landscape. From e-commerce and AI to the growing intersection of fragrance, skincare, and lifestyle, how is Pitti Fragranze shaping the future of scent?

The Asia Perfume Show brought together a new generation of independent fragrance houses from across the region. From distinctive olfactory perspectives to creative approaches rooted in local culture, these eight brands offer a glimpse into the diversity and evolving identity of Asian perfumery. Discover the names worth keeping on your radar.

Often described as price-conscious, Gen Z is showing a strong appetite for premium fragrance, with 74% of surveyed consumers willing to spend £100 or more on a single scent. With nearly half trying a new brand every two to three months, discovery and peer reviews are shaping a generation of fragrance consumers open to exploring new names and investing in scents that capture their interest.

Wellbeing fragrance brand Vyrao has been bought by Tresalis, a recently established beauty business backed by German investment firm Athos. Known for stradling a category between fine fragrance and wellness, the brand was one of the first to link scent and emotion in the selfcare context. The strategy under Tresalis has not been communicated yet.

Image: Thanks to Myriam Jessier

Coming from China, Japan, Korea, Thailand, Vietnam, India and even Tibet, forty fragrance brands gathered for the Asia Perfume Show. This marked the second edition of the event which was co-organized by Nez and Notes Shanghai. In this recap discover several houses that stood out from the crowd.