Can Designer Perfumes Win Over the Niche Customer?

Rachel was featured in BoF’s deep dive on the niche fragrance boom — and how designer brands are struggling to keep up. While luxury houses like Balmain and Bottega Veneta are launching $300+ perfume lines, today’s fragrance hype is being driven by niche players with quirky notes, cool storytelling, and TikTok creator buzz.

Rachel breaks down why “weird sells” in fragrance, and why fashion’s traditional luxury tactics don’t always translate. “A plain bottle might work for a true indie,” she says, “but with designer brands, people expect more.” For brands entering this space, it's not about scale — it’s about cultural heat and the right hands (and noses) online.