Curation over quantity

Posted by Robin on 26 March 2025 2 Comments

While designer fragrances have typically reached a broad audience with points of sale at global duty-free stores and department counters, the availability of DTC channels means brands like Victoria Beckham can now be more selective with their distribution strategy and stick to retail partners that prioritize curation over quantity.

“A lot of these companies now have a direct reach to the customer with their own platforms and their own ways they can sell. So when they look at wholesale, they don’t need to use wholesale in the same way as maybe they used to, where all fragrance volume was driven in big department stores,” said [Sherif] Guirgis.

— Read more in How designer fragrances are taking cues from niche brands at Glossy.

True to the free-spirited nature of Coco Mademoiselle

Posted by Robin on 25 March 2025 2 Comments

A quick spot for the new "jewelry-inspired fragrance accessory" for Chanel Coco Mademoiselle.

The niche perfumery market is saturated

Posted by Robin on 25 March 2025 3 Comments

The niche perfumery market is saturated, and standing out is a challenge. Moreover, the line between selective and niche fragrances is becoming increasingly blurred. That’s why I wanted to create a brand with a bold stance, both conceptually and olfactorily, to break away from the norm. It’s a way to elevate the discussion and take a dreamy perspective on creativity.

Through this brand, I wanted to embody my vision of life - namely, cycles that repeat themselves from a human and organic perspective. Entropy is "a physical dimension that characterises the degree of disorganisation in a system." I therefore sought to emphasise the notion of imbalance, this movement, this tipping point that’s essential for life to evolve.

— Perfumer Bertrand Duchaufour, on his L’Entropiste brand. Read more in With L’Entropiste, Bertrand Duchaufour introduces a brand with a daring spirit at Premium Beauty News.