Esxence in collaboration with the Italian Trade Agency (ITA) took on the Big Apple at a special event showcasing 20 niche fragrance brands. In this interview, Maurizio Cavezzali, co-founder of Esxence, speaks about the importance of fragrance today and how niche is on the cusp of rapid growth in the US.

Today’s big news story has the whole beauty industry talking.

Another global trade show is about to take place and once again, fragrance is in the spotlight. The exhibition will include a dedicated space for 75 niche perfume houses, a special focus on natural raw materials plus a roster of workshops and panel discussions set to include Roja Dove as a keynote speaker.

After decades of being the Underdog of beauty, fragrance is proving to be its backbone as consumers continue to spend on fragrance when treating themselves. With trends like “scent-stacking”, the new way of layering inspired by Middle Eastern practices, the cohabitation of high-low products, and the interest in new formats, the outlook favors continued category growth.

The term “haute parfumerie” is more and more prevalent, yet there is no official definition of what it means. Category growth is coming from this ultra-luxury segment that counts roughly 800 brands worldwide. This article investigates the story behind high perfumery, sharing success stories that may inspire others.

Western brands find success in China when they engage with the consumer through immersion, participation and social storytelling, in other words, a wow-factor pop-up. This winning strategy flies in the face of China’s digital dominance because fragrance thrives in real life experiences where emotions are stirred.

It’s been a point of debate for months if not years. Niche used to refer to small artistic, independent brands focused solely on fragrance. Now the meaning has stretched so far and there are so many niches of niche, which begs the question, is it time to retire this term?