In addition to often having an original proposal, emerging brands have interesting foundation stories and make a shrewd and modern use of digital. According to Fashionista, the definition of indie is not unique: if we asked six people to define what “indie” means, we would have six different definitions. The fact remains that indie brands, besides being numerous, are setting trends in the perfumery sector thanks to an attention to sustainability, to genderless, to women entrepreneurs, often owners of brands, and to a curious focus on the memories of founders. Among the trends, the search for consoling, functional and anti-stress fragrances is confirmed.