Insights

Decoding next‑gen Fragrance Brands

Dive into the landscape of fragrance brands and learn from our industry insights.

Angled close-up of stacked bottles with liquid inside

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Decoding next-gen
Fragrance Brands

Brand maps are a long-established tool for marketers to analyze the competition. For our design maps, we have taken the concept and approached it from a design perspective. You can think of design maps as organized mood boards of markets.

For this fragrance design map, we analyzed more than 20 fragrance brands. We focused on emerging brands, from the classic to the experimental. We scanned hundreds of websites, social media assets and products to identify patterns and connect the dots.

Like every single map in the world, it is by definition wrong. But it can also be useful, reducing complexity and helping viewers navigate crowded environments.

Take a look at how our favorite brands are shaping their visual identities and offering a new perspective on fragrance. Followed by our predictions and identified gaps in the market.

We decoded and visualised the market for fragrance brands.

Let’s give you some data on the market before we talk about positioning.

Global fragrance sales were around $70 billion in 2022 and are expected to reach nearly $100 billion by 2027. The fragrance category is highly profitable, with margins of up to 90% in the luxury sub-segment. The mass and masstige segments are likely to decline as consumers move upmarket and are particularly attracted to niche fragrance brands (which tend to be more luxurious). For new players, gaining credibility will be the key to success. To win customers’ hearts, brands need to offer a creative proposition and a compelling story. (Source: McKinsey, 2023)

Crafting a creative proposition begins by establishing a distinct market position. Through the brand map, we visually depict how emerging fragrance brands are positioned within the market, outlining the primary axes. The positioning of fragrance brands on this map is determined by their stylistic leanings — from classic to experimental — and their conceptual approach, whether focused on the identity of the wearer or on the nature that inspired the fragrance. Within each quadrant, finer nuances and specific orientations emerge.

A Color Bright ‘Fragrance’ Brand Map (2024)

In the vibrant world of fragrance brands, a fundamental question resonates deeply: How do you want customers to feel when wearing your perfume? What emotions do you aim to evoke?

Understanding these essential questions is at the heart of creating a compelling brand narrative and resonating with your audience. Let’s explore how different brands navigate the complex landscape of scent perception and emotional resonance.

Four axis graph sorting brands into clusters — A Color Bright ‘Fragrance’ Brand Map (2024)

5 distinct brand identities were identified by analysing the visual brand elements

We identified five distinct identities in the next-gen fragrance brands and conducted an in-depth analysis of how they strategically use branding to communicate their core values.

To delve deeper into the branding elements of each identity, download the deck.

1— Memoirists

Memoirists embrace the classic and elegant presentation of fragrances, anchored in a deep connection to the founder and the values they embody. Their target audience values authenticity and craves a personal narrative behind each product.

The branding of Memoirists reflects a commitment to timeless sophistication and personal resonance, embodying a seamless blend of heritage and refinement. This can be seen in the neat, often black and white packaging and labels, and bold typography. It’s about more than just aesthetics — it’s about infusing every touchpoint with the essence of their unique story.

Artistic placed perfume bottles playing with light and reflections — Atl. OBLIQUE is a Berlin based luxury perfume house founded by Mario Lombardo in 2016. A guiding theme of the brand is the invisible language of scents and the craft that accompanies it. They incorporate an artistic photographic style into their branding. Through the interplay of reflection, transparency and cut-out text, their visuals serve as more than just images — they become a metaphorical window to the unknown and the invisible.
Source: @atelier_oblique

Person dressed in red standing straight in a white room — Maya Njie introduced a fragrance collection inspired by her Swedish and West African heritage. The travel bag serves as a poignant symbol of the diverse inspiration she gathers from moments, places, and experiences in her life. Source: Maya Njie introduced a fragrance collection inspired by her Swedish and West African heritage. The travel bag serves as a poignant symbol of the diverse inspiration she gathers from moments, places, and experiences in her life.
Source: @maya.njie.perfumes

Top view of a green perfume bottle — This fragrance envelops the skin in a union of humidity and white flowers.
Source: @perfumerhlondon

Top view of neatly stacked perfume bottles — “From each unique fragrance comes a personallity, a way of being. From this personality springs an allure, movements that give free rein to the imagination, to the telling of a particular story.” – David Benedek, Founder
Source: BDK Parfums Paris

Experimental portrait of a person half behind textured glass — The photography channels the essence of renowned high-budget designer brand campaigns, setting a standard for sophistication and allure.
Source: @thomaskosmala.paris

Blurry black and white top view photo of a perfume bottle — Woody, dark and mysterious, Gris Charnel incarnates the Parisian sensuality. Not far away from the iconic Chanel No.5, the black and white label featuring a solid thick all caps typeface bring similarities, echoed even in the word “charnel”.
Source: @bdkparfumsparis

Woman standing in shop surrounded by perfume bottles in wooden shelves — Lyn Harris, the visionary behind Perfumer H London, is dedicated to crafting fragrances that reflect life’s beauty and her own refined style. Her commitment to reintroducing natural ingredients into perfumery defines her unique approach, resulting in captivating olfactory creations that evoke individuality and depth.
Source: @perfumerhlondon

Product shot of perfume bottle standing on white packaging — From his independent laboratory, Thomas Kosmala crafts fragrances that seamlessly blend tradition with innovation, resulting in evocative contemporary scents. With an innate talent for reinventing classic ingredients, each collection offers a modern twist on timeless scents, each bottle a testament to his creative vision.
Source: Thomas Kosmala Paris

Painted illustration of the Perfumer H store front — An illustration, instead of an image adds an original flair to the brand’s visual communication.
Source: @perfumerhlondon

Vintage photo of three women and a child. The colors from it are reflected in swatches underneath — Incorporating her life experiences, each fragrance in Maya Njie’s collection is linked to a personal photograph. Beyond aesthetics, the meticulously curated colour palette not only mirrors the visual tones of the image but also reflects the intricate mood and essence of the fragrance. This connection between imagery and scent offers a compelling narrative, inviting enthusiasts to explore Maya Njie’s artistic realm.
Source: @maya.njie.perfumes

2— Main Character

It’s giving main-character energy. Brands that are bold trendsetters, unapologetically themselves and always ahead of the curve. For their customers, life is an adventure and they are the fearless protagonists, ready to take on any challenge that comes their way.

The branding of the main characters is a vivid reflection of their desire to attract attention. Bold and dynamic and fashion-forward, they prioritise connecting with their community over detailing the essence of the product. With a modernist aesthetic, from sleek design to evocative messaging, every facet of their branding embodies a commitment to embracing individuality and empowering their customers through storytelling.

Woman posing in front of a mirror with a perfume bottle — WHO IS ELIJAH is an independent fragrance house, established in 2018. Their products are cruelty free, genderless and hand-filled in Sydney. In 2021, the brand exploded after being stocked by major US retailer Adore Beauty. Today, WHO IS ELIJAH has a mass market appeal and continues to grow a large audience on social media.
Source: @whoiselijahparfum

Close-up of the perfume’s label — In 2022, ‘Missing Person’ took the internet by storm, selling out in mere minutes. Chriselle Wim, owner of Phlur and an influential figure herself, weaved a poignant narrative around the fragrance, evoking nostalgia and deep emotions. The result? Tearful TikTokers and a 200,000-person-long waiting list eagerly anticipating its return.
Source: @phlur

Snap shot of several beauty products scattered on a sink — Cosmetics enthusiasts would know how relatable this scene is. The target audience can see themselves in the scene and know that they are buying from a brand that understands their experience.
Source: @whoiselijahparfum

Snapshot of a woman shielding her face from the camera flashlight — Embedded within a multifaceted brand, including a distinguished publishing house and an innovative entertainment studio, Roads draws inspiration from pivotal moments and contemporary themes, shaping the essence of each fragrance.
Source: @roadsgroup

Several perfume bottles casting long shadows in natural light — The discovery kit arrives in a bespoke, slide-out box that’s as visually stunning as it is convenient to carry. Additionally, each perfume features a brief energy description printed beneath the bottle, allowing users to explore scents based on their desired energy, making it easier to begin the olfactory journey.
Source: @vyraoworld

Snapshot of two people in a hallway holding a perfume bottle — Under the leadership of founder Michelle Pfeiffer, Henry Rose has become the first fine fragrance line to earn the Environmental Working Group (EWG-verified) mark, showcasing its commitment to sustainability and transparency. By disclosing 100% of its ingredients, the brand empowers consumers to make informed choices, meeting the increasing demand for transparency in the fragrance industry.
Source: @henryrose

3— Brutalists

Brutalists reject norms and embrace the avant-garde. They break from traditions in scents and presentation, setting new values. Rejecting consumerism, they embrace radical self-expression, appealing to those who seek authenticity and defiance.

Their branding is characterised by bold aesthetics and evocative messaging, often challenging societal norms and expectations. Raw textures, minimalist design, and unconventional imagery are common elements, reflecting the Brutalists’ commitment to authenticity and nonconformity. They ditch the glossy packaging for a more contemporary approach that resonates with their audience on a deeper level. In essence, their branding serves as a manifesto of rebellion, inviting consumers to join them on a journey of self-discovery and liberation from the status quo.

Top view of perfume bottle layed in sagex — *Apartment., a niche perfumery in Johannesburg, South Africa, ventures into its visual surroundings and translates it into fragrance. Take the fragrance “Hydrogen is my favourite element”, a scent described as “an airy and translucent cathedral incense, offset with ramblings in cheap Bic ink”.  Here, the Brutalists not only challenge traditional olfactory composition, but also redefine luxury through unconventional text and imagery. On the product image, Sagex, known as an insulation material adds texture to the otherwise minimalist and clear bottle. 
Source: *Apartment.

Top view of cannulas in a silver ziploc bag — Roelen’s bottles are sealed in smoky grey anti-static Ziploc bags, which are typically used to store electronic components. Brutalist aesthetics draw inspiration from industries diverging from the conventional norms of perfume packaging.
Source: Roelen

A collage of newspaper snippets conveys the moodboard for the 19-69, a brand dedicated to bottling counterculture.
Source: @nineteensixtynine_parfums

Stacked white product packages next to a sink in a concrete environment — Inspired by Scandinavian simplicity and democratic values, Son Venïn crafts high-quality niche fragrances designed for the international market. With a range of scents from pure to complex, each perfume boasts advanced formulas and a unique identity, reflecting the brand’s dedication to sensory experiences and craftsmanship.
Source: Son Venin

Detail view of a brutalist apartment building — *Apartment. provokes with its unconventional visuals and distinctive copywriting. Embracing raw textures and minimalist design, they redefine conventional aesthetics, inviting you to explore a world where creativity knows no bounds.
Source: *Apartment.

Overview of thumbnails for Spotify playlists — The creation process is highlighted through curated Spotify playlists, offering insights into the inspirations and influences. This immersive experience opens new ways for a deeper sensory connection with the fragrances.
Source: nineteensixtynine

Monochrome blue portrait of a woman — At Bibbi, it’s all about the deep Klein-blue. The brand narrative takes us on a journey into the subconscious.
Source: @bibbi.parfum

Portrait of woman with silver finger nails — Introducing Gabar, a London-based brand deeply rooted in Southeast Asian heritage, yet globally inspired. Fearlessly pushing boundaries, Gabar channels the spirit of activism into its creations, offering scents that defy conventions and celebrate individuality. With a commitment to inclusivity and sustainability, Gabar is more than just perfume — it’s a catalyst for positive change in the world of scent.
Source: @gabar

Black and white silhouette shot of a plant and a spheric bottle head — The iconic bottle heads emphasize Stora Skuggan’s eccentric and contemporary approach to perfumery. Through their artwork and packaging they tell a story that’s somewhere between myth and reality, lifting their fragrances into an artistic realm far from the mainstream.
Source: @storaskuggan

4— Naturalists

Naturalists cherish the beauty and richness of the nature. Their ethos emphasises spiritual and material connection to the environment. They appeal to those seeking a luxurious experience rooted in purest essence.

Their branding reflects their deep connection to nature. With a palette inspired by the soft hues of the natural world, their visuals evoke a sense of calm and harmony. The design incorporates earthy textures such as wood, stone or moss, combined with delicate botanical patterns, striking a balance between elegance and natural beauty.

Perfume bottle laying in a botanical environment — Xinú is a Mexican brand that celebrates America’s botanical richness through its perfumes. Their bottles are striking, shaped like hourglasses with contrasting glass and wood, blending modern and rustic elements. The bottle design is inspired by abstract precolonial sculpture, myths, magic, sacred geometry, and nature’s wisdom, echoing the essence captured in Brancusi’s sculptures. Xinú uses the finest raw materials to create perfumes that honor the visual and olfactory diversity of the continent. Each bottle features unique illustrations and handcrafted details, reflecting a commitment to quality and artistry, and embodying subtle, modern luxury.
Source: @xinuperfumes

Perfume bottles placed on a tree branch — Nissaba creates fragrances from natural extracts that connect us to the soils, plants and forests from which they come. In all their visuals, the connection to earth and ingredients is very present. This reinforces their goal of creating clean fragrances with natural and organic formulas.
Source: @nissaba.fragrances

Black and white photo of perfume bottle frozen into ice — A fragrance inspired by the haunting future of glaciers. This is the result of a collaboration between the outdoor clothing brand 66°North and the perfumery Fischersund, both from Iceland.
Source: @fischersund

Hand holding a letter — Xinú’s perfume packaging reflects their dedication to detail. Each bottle features unique illustrations and handcrafted elements, showcasing their commitment to quality and artistry. Xinú’s nature-inspired details and sensible sourced materials add a touch of beauty and emotion to every piece.
Source: Xinú

Stacked tin cans on a stone — Fischersund’s Langdegi Discovery Set in a reusable tin can.
Source: Fischersund

Perfume bottles placed on pedestals of different height — Xinú scent display at the Dumas boutique in Mexico City.
Source: @xinuperfumes

Back shot of person sitting in front of a tree — Nissaba wants to make a positive impact on the farming communities. Their social media posts pay tribute to the Somaliland workers who spend weeks searching for and harvesting the invaluable aromatic substances.
Source: @nissaba.fragrances

Product shot of a black bottle next to a pink textile wrapping — Fischersund’s perfume comes wrapped in a bandana that features a print that is unique to the scent and its inspiration.
Source: Fischersund

Collage of photos showing plants and different materials — The perfume bottle made out of blown glass and the handcrafted, certified wood lid can be repurposed as a beautiful non-disposable object. The glass that initially holds the perfume can later be used as a small vase.
Source: @xinuperfumes

5— Romantics

Romantics delight the senses, mixing nostalgia, passion, and classic elegance, evoking longing and enchantment. Their poetic approach attracts those who desire softness and charm in a fragrance brand.

Their branding is a blossoming bouquet of floral elegance, where soft hues of white, pink, and lilac dance harmoniously. Each delicate petal whispers tales of pure beauty, invoking a sense of serenity and emotional resonance.

Model posing next to a perfume bottle laying in bed — Founded in 2021, House of Bō champions a blend of simplicity and intimacy, evoking a highly sensual aesthetic. Leading the forefront of the slow perfumery movement, they emphasize a thoughtful approach to production.
Source: @houseofbo.co

Product shot of perfume bottles and decorative elements — ORMAIE stands as a tribute to familial artistry, where each aspect reflects a heritage of skill and dedication. Founded by Guillaume de Sardes, a visionary who cherishes artistic excellence, it's a family-run establishment that brings together visionaries and craftsmen to shape its narrative.
Source: @ormaieparis

Detail shot of flower petals next to a human eye — Gentle eyes meet yours, exuding warmth and kindness, their softness accentuated by the gentle presence of flower petals framing the scene. Therein lies an essence of pure intimacy, inviting connection without reservation.
Source: @liisfragrances

Top view of perfume bottle laying between flowers and fruits — Drawing inspiration from distant and nearby destinations, Une Nuit Nomade's creations celebrate the natural beauty of these places, skillfully blending ingredients to evoke their distinctive aromas. This journey is beautifully presented through captivating flat lays, showcasing the harmonious fusion of fragrances and natural elements.
Source: Une Nuit Nomade

Top view of several caps made out of stones and minerals — The caps, individually carved from rare stones that mirror the essence of their fragrances, are symbols of the brand's dedication to uniqueness.
Source: @houseofbo.co

Detail shot of paper label — Saint d’Ici, a South African brand, pays homage to nature through its fragrances. Crafted with indigenous African ingredients, every scent embodies a way of life defined by simplicity, purpose, and commitment. With its subtle and refined approach, the brand highlights the importance of using natural ingredients and nurturing a harmonious relationship with the environment.
Source: @saintdici

Collage of different papers with abstract motifs — The soft, flowery theme brings a comforting warmth, evoking memories of sunny days in the countryside. The vibrant colors capture the essence of a bright and cheerful atmosphere.
Source: @ormaieparis

Hands holding perfume bottle horizontally — Liis, originating from California, aims to create perfumes that seamlessly integrate into one’s daily life. Their minimalist bottle designs convey an airy and clean aesthetic, directing attention to the purity of the fragrance within. Infused with personal and sensual elements, they inspire wearers to explore the depths of their senses and open themselves to new experiences.
Source: @liisfragrances

Detail shot of plants — Close-up imagery, a soothing palette of neutral shades, and the subtle dance of light and shadow come together to accentuate the delicate nature of the ingredients found in every fragrance.
Source: @saintdici

Grid of Instagram posts showing artistic photos of perfume bottles, flowers, fruits and portraits — The Instagram feed showcases nature's breathtaking beauty with a blend of modern and vintage photos. This mix gives off a nostalgic vibe, as if recalling forgotten memories and times past.
Source: @unenuitnomade

Stuff that we expect to see more of in the next years

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In the ever-evolving landscape of fragrance brands, we discovered 5 notable trends that are currently reshaping the industry.

#PerfumeTok is the place to be: #PerfumeTok presents a significant opportunity for niche brands to gain exposure and engage with a wide audience. Despite challenges like overconsumption and overhype, #PerfumeTok shapes consumer preferences within the fragrance market.
Skincare — a new (and old) partner in crime: For some, spraying a fragrance is just a small part of their fragrance ritual. New products such as perfume primers and solid perfume balms are enhancing signature scents when combined together. As the fragrance routine continues to evolve, we will see more products at the intersection of skincare and fragrance.
No more genderizing: The concept of gender-specific scents is fading as fragrances become independent of biological sex. Niche brands are leading the charge in embracing this inclusive approach, reshaping industry norms and advocating for fragrance to be celebrated by everyone.
Discovery sets as a way in: While branding and marketing have their limits, customers yearn for firsthand encounters with scents. These meticulously curated collections offer more than just fragrance samples — they provide an opportunity to forge a deeper connection with the brand.
Lower the barrier: Curious about the distinctions between Extrait de Parfum and Eau de Parfum, or why perfumers opt for synthetics? Consumers want to be in the known, as revealed by Highsnobiety’s fragrance trends report. Sharing knowledge and being transparent will certainly bring trust from your audience.

Taken together, these trends point to a blooming future for the fragrance industry.

Brand Index

Brand name	Founding year	Headquarters
Roads	2013	Ireland
Phlur	2014	USA
Thomas Kosmala	2014	UK
Une Nuit Nomade	2015	France
Perfumer H	2015	UK
Stora Skuggan	2015	Sweden
Saint d'Ici	2016	South Africa
Maya Njie	2016	Sweden
bdk Parfums	2016	France
Son Venin	2016	Norway
Xinú	2016	Mexico
Atelier Oblique	2016	Germany
19-69	2017	Sweden
Fischersund	2017	Iceland
Who is Elijah	2018	Australia
Maison Crivelli	2018	France
Ormaie Paris	2018	France
Henry Rose	2019	USA
Roelen	2019	Germany
Liis	2020	USA
*Apartment	2020	South Africa
House of Bō	2021	USA
Nissaba	2021	Switzerland
Gabar	2021	UK/Myanmar
Vyrao	2021	UK
Bibbi Paris	2023	Sweden

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