Niche fragrance is associated with gender-neutral all inclusive scents, but this new brand is targeted to men only. Perhaps capitalizing on the trend of young men driving fragrance sales, Urbanbeast launches with three scents positioned as “performance-enhancing” adapted to the brands vision of today’s man defined by discipline, emotional balance, and self-control.

Last month ScentFestSF hosted its inaugural event with a 3-day fair including over 100 exhibiting brands coming from Asia, Europe, the Middle East and the US itself. The author describes his day visiting a handful of brands: from the avant garde, to the art inspired to heritage based. This San Francisco show is sure to be a “don’t miss” annual fragrance happening.

Essential Parfums, a niche fragrance brand launched by Géraldine and Stanislaus Archambault in 2018, has formed a strategic partnership with Milan-based private equity firm Style Capital. The alliance will give the brand the support needed to expand and develop while maintaining the creative independence it’s had from day one.

It’s been a month since Esxence 2026 and the press just keeps coming! This article takes a look at some of the top trends seen at the show and features specific launches from a handful of the international exhibiting brands. There’s also an overview of one workshop on how to enter the Chinese market.

It stands to reason that, just as the taste of wine varies from year to year due to the quality of the harvest, fragrances made from natural ingredients such as rose and jasmine may not smell the same every year, especially when the planet suffers weather extremes. With synthetic molecules, perfumers can continue to create beautiful scents without depleting the environment.

Olfaction company Osmo is disrupting the norm: using AI they can discover new molecules about 10 times faster than the traditional lab process. During World Perfumery Congress last month they auctioned ten of their captives for perpetual licenses to the industry. The four year old company seeks to accelerate innovation in fragrance.

Got Milk? Perhaps it’s in reaction to the challenging times we live in, but fragrances that are comforting, nurturing and emotionally soothing are having a moment. These easy to understand and simple to wear scents are taking the market by storm, offering a more sophisticated alternative to the saccharine sweetness we’ve come to expect.