The Tamesis
There is a broader world of perfume beyond mainstream designer scents, and niche fragrance brands offer a unique perspective. Just as exploring indie music reveals greater complexity beyond the confines of pop charts, niche fragrances offer intricate compositions with less emphasis on mass appeal.
So what exactly makes a perfume brand “niche”? The term generally refers to brands with a clear creative purpose, distinct storytelling, thoughtful craftsmanship, and an original approach to ingredients—not merely their exclusivity or limited availability. “It’s a tricky term, because ‘niche’ can suggest something that is only limited or hard to access, yet many niche fragrances or houses become widely loved,” Nordstrom beauty director Autumne West tells Vogue. “For me, while limited distribution can be a trait of a niche brand, the main characteristics are clear intention, distinct storytelling, thoughtful craftsmanship, and a unique approach to ingredient selection.” Fragrance Foundation president Linda Levy agrees, adding that a niche fragrance brand’s bottle and packaging may vary from a highly artistic to a less-is-more approach.
Vogue’s Favorite Niche Perfumes
Matiere Premiere Radical Rose Extrait de Parfum
Read more
Henry Rose Dave Eau de Parfum
Read more
1272 Coltrait Perfume
Read more
In This Story
The rise in awareness of niche fragrance brands (an oxymoron in itself) is due in part to the democratization of beauty access on social media. Enter “fragrance-tok,” a side of TikTok where fragrance experts and enthusiasts gather to post about their favorite scents—suddenly, a sense of community is created, as opposed to wandering through the perfume aisle at a major retailer. “I attribute this to accessibility; and over recent years the need for true connection, and authenticity to self. Fragrance invokes feelings upon interaction, creating connection and memories,” says West. “That accessibility is part of the magic. Platforms like ‘fragrance‑tok’ have opened the door to endless information and a passionate community. It’s never been easier to explore, learn, and find your people.” And while you’re exploring the world of scents, Levy encourages aspiring fragrance aficionados to build community in the real world too. “Fragrance boutiques with many niche fragrances are opening all across the USA, in big cities as well as in smaller towns,” she says. “Here in NY, Aedes, Stele, The Scent Bar, and Violet Grey are great examples of boutiques with a niche point of view.”
This sense of discovery shapes how individuals find personal scents. Niche brands empower people to define a signature fragrance through creativity and limited availability, making each experience feel unique. West underscores that embracing the term “niche” means finding a scent that is an authentic extension of individual style—and unlikely to be worn by others. Levy agrees, adding that fragrance is an invisible accessory. “People are always looking for ways to stand out. Wearing perfumes, especially a niche fragrance brand, is one way to show up and project your personal style,” she says.
Ahead, Vogue’s favorite niche fragrance brands—from viral newcomers to under-the-radar perfumeries that are hundreds of years in the making.
Matiere Premiere
French fragrance house Matiere Premiere brings a deeply personal (and ancestral) tie to their approach to fragrance crafting. “[Matiere Premiere] was co-founded by a 7th generation perfumer, Aurélien Guichard,” says West. “The brand even grows their own raw materials in Grasse, France—Guichard is the only perfumer currently to do so, adding to what makes it truly unique and immediately worthy of being categorized as niche and luxe.” Bestsellers include musky Vanilla Powder—an editor favorite for long-lasting wear—and spicy floral Radical Rose (both in their eau de parfum and extrait forms). Meanwhile, West has a particular passion for Encens Suave, a coffee-based gourmand.
Santa Maria Novella
Santa Maria Novella has been a perfume purveyor since 1533—yes, you read that correctly. In fact, Catherine de’ Medici gifted her husband the citrusy scent Acqua della Regina as a wedding present that same year. Somehow, the brand dates back even further, to 1221, when it was originally a pharmacy of the same name, before switching to fragrance exclusively a few centuries years. With about 800 years of history, this niche fragrance brand remains a best kept secret of the beauty world, and is one of the oldest in the world.
Henry Rose
West describes Michelle Pfeiffer’s Henry Rose as anything but a traditional celebrity fragrance brand. “Personal anecdotes and shared memories touch every scent created by this brand, but more importantly, what makes this niche is the stance on luxury without compromise,” she says, noting the brand’s impassioned stance on clean ingredients, sustainability, and transparency. Take, for example, Dave, a grown-up gourmand named after Pfieffer’s husband, who always loves it when she wears a vanilla-based scent. Meanwhile, another bestseller, Queens & Monsters (a woody floral), is inspired by Lana Del Rey’s song “Gods and Monsters.”
Perfumehead
Angelinos will particularly appreciate this small-batch, niche fragrance brand that specializes in long-lasting, luxurious perfumes. “These extrait strength, small-batch perfumes are a sort of love story to LA, taking inspiration from all the locations and myths that make Los Angeles,” says West. Perfumehead’s most recent launch, 1272, is a woody floral chypre that pays homage to the famed Wexler home in Palm Springs. Then there’s Room Nº, a sexy, spicy scent aimed at capturing the mystery of The Chateau Marmont.
Régimes de Fleurs
Since founding Régimes de Fleurs, Alia Raza and Ezra Woods have continued to launch obsession-worthy, hand-blended perfumes. Aside from the addictive notes, the custom painted bottles and gold crest bare a certain regality, as if plucked from the vanity of an 18th century duchess. Developing an ever-growing cult following, this fragrance house also has nods from none other than Chloë Sevigny, who teamed up to launch her scent collaboration, Little Flower (an unconventional, tart floral). Meanwhile, the vampy and moody Blood Spider Orchids is another fan favorite known for it’s spicy scent.
Nopalera
Latina-owned Nopalera is founder Sandra Velasquez’s love letter to her Mexican heritage. Named for the nopal (a prickly pear cactus native to Mexico) the brand crafts body, haircare, and fragrance products using clean, sustainably-sourced ingredients that deliver bold scent profiles. Dulce de Cuerpo features smoky vanilla and incense notes inspired by Mexico City, while the fresher Flor de Madera draws from the capital’s floating gardens with bright citrus and tamarind. No matter which you choose, all feature a solid wood bottle cap shaped like a cactus leaf.
Liis
Talk about a meet-cute—co-founders Alissa Sullivan and Leslie Hendin met in 2009 at a mutual friend’s nuptials, and instantly bonded over their love of fragrance. Sullivan trained her nose classically at a famed school in Versailles, while Hendin (an artist and designer) was self-taught.
Together, the best friends crafted their own perfume house, founded on the promise of high-quality, consciously sourced ingredients. Best of all, the scents are cruelty-free, allergy-tested, and free of harsh ingredients—even traditional alcohol is swapped for organic sugarcane oil. Two bestsellers, Choux Choux (a fluffy gourmand) and Celestial Object (a creamy, fresh powder scent) remain favorites of too many Vogue editors to count.
Maison d’Etto
Founder Brianna Lipovsky created Maison d’Etto’s name through a clever neologism, combining the words ethics and motto. Since launching in 2019, the brand has rejected the notion of imposing meaning on each scent. Instead, each perfume allows you to explore your own interpretation of its olfactory portrait—an inner dialogue about personal memories and self-expression. Personally, Rotano smells like a delicious, smoky mezcal drink; while others liken it to skin after a swim. For something soft and blooming, Noisette evokes fresh lavender—a grown-up alternative for fragrance enthusiasts who loved sweet scents in their adolescence.
Heretic
Calling all former and current goths (or those who merely dabble in vampy aesthetics)—Heretic Parfum is the fragrance destination for you. Case in point: The brand’s latest viral scent collaboration was tied to Robert Eggers’ Nosferatu. Regardless, non-conformist fragrance lovers will appreciate the air of rebellion this fragrance house brings to the table, using raw ingredients to create complex scent profiles. Plus, the small batch scents are crafted right in the heart of Los Angeles. Every fragrance has a more dark, seductive approach than scent profiles at traditional houses—like Scandalwood (a coriander, cedarwood, and rose blend) and Dirty Vanilla (a coriander, vetiver, and woody vanilla).
Discothèque
Calling all club kids, from New York to London and beyond. Perhaps the name gives it away, but discothèque aims to capture the ambiance of 70s to 90s club culture through euphoric scents. Even the fragrance’s cubic packaging looks like something straight out of Studio 54, with dance floor meets disco ball caps. As the brand says, “quality control is their bouncer”—so all scents are clean, vegan, and free from phthalates or parabens.
Moodeaux
Black entrepreneur Brianna Arps created Moodeaux to reimagine fragrance as a wellness ritual; also aiming to break the glass ceiling for Black-owned fragrance brands. Moodeaux’s vegan, gender-neutral scents are crafted to align with how you want to feel—not just smell, with each formula prioritizes skin health and longevity. Not to mention, the brand maintains clean, sustainable standards. Of its most-beloved eau de parfums, Brand New is a crisp cardamom-and-yuzu scent meant to evoke a sense of starting fresh; whereas Worthy is designed to smell like a comforting hug in a bottle, with a top note of lavender.
House of Bō
Miami-based fragrance enthusiast Bernardo Möller attributes his brand inspiration to his upbringing in Mexico, where is memories are filled with scents. Since its 2021 founding, House of Bō has taken off as a loved luxury scent brand. It’s an eco-luxury brand that West says she’s totally obsessed with. “The hand-sculpted caps crafted by Mexican artisans make this instantly art worthy and collectible,” says West. “Bernardo Möller adds inspiration from heritage and authentic experiences.” Bestsellers include El Sireno, an aquatic floral with fresh marine notes and soft florals, and La Mar, a sultry milky scent featuring creamy woods and hints of sea breeze.
Eauso Vert
Founded by Tanya Gonzalez and Faye Harris, Eauso Vert combines sustainable sourcing (from ingredients to packaging) with luxury, small-batch fragrance. Each scent is decidedly gender-neutral, featuring recyclable packaging, clean formulations, and biodegradable ingredients. Arguably one of their best-known scents, Purple Noon blends Moroccan orange blossom and coconut water for a solar-floral scent. Meanwhile, Vanilla Embers is a warmer with notes of sandalwood, cardamom, and turmeric root.
Everything You Need to Know
When we test and review a product, we take a holistic approach to deliver well-rounded product recommendations. First, we lean on Vogue’s vast network of experts—fragrance specialists—to gain professional acumen on the industry’s standout products, ones these specialists would actually recommend to their clients. We pair their expertise with editorial best practices to curate our thoughtful edits.
For niche fragrance brands, we selected the best based on the following characteristics: notes, projection, and wear time. To do this, we paired our own personal tests of each formula with expert guidance and reviewer insights to determine which we would recommend.
- Linda G. Levy is the president of The Fragrance Foundation.
- Autumne West is the beauty director of Nordstrom.
