The Letter

A Stand-Up Set for Fragrance Addicts

While developing New Niche fragrance #2 with perfumers Chester Gibs and Dario Siegel, a reflection on creative freedom vs. structure. Plus: Luisant Haze, Patch Absolue, Cologne One, the Elevated Classics...

Are Some Fragrances Dupe-Proof?

How perception shapes scent, why Gen Z favours curiosity over loyalty, and how captive molecules redefine perfumery — plus Spicy Road, Agapimu and Lovers and Strangers, and a MythBusters on...

COUNTDOWN (5/5) - Before the World Moved Again ...

The launch of New Niche's first fragrance, Before the World Moved Again by Chester Gibs — with first reactions from Ineta (Perfumographer), Kurt (Smell Stories), Tomas Ric (Pigmentarium) and the...

COUNTDOWN (4/5) - Your Invitation to Shape History

Act four: an invitation to the first 25 readers to become founding members of the house — a personal dedication from Chester, an early sample of edition #2, a seat...

COUNTDOWN (3/5) - The Fragrance Industry is Broken

Act three of the countdown: the model behind New Niche — a fragrance publishing house where perfumers are authors, with total creative freedom, community collaboration and fair revenue sharing.

COUNTDOWN (2/5) - 700+ Days and the Soul of Scent

Act two of the five-part countdown. Reader stories — Cristi, Aron, Wasim — and an Amsterdam meetup that revealed why scent is fundamentally about human connection.