The Letter

Power, Perception & the Future of Niche

On gatekeepers and perfume influencers, ingredient transparency and smell health — plus Molecule 01 Champaca, Egocentrique and Eau d'Éclat, and a MythBusters on whether educating customers matters.

Power, Perception & the Future of Niche

On gatekeepers and perfume influencers, ingredient transparency and smell health — plus Molecule 01 Champaca, Egocentrique and Eau d'Éclat, and a MythBusters on whether educating customers matters.

The Rise Of Fragrance Clubs

Perfume clubs against urban loneliness, the discount crisis in niche perfumery and Amouage's record year — plus Tonka Kumaru, 13.2 Métarosme and the Koala Joey Edition, and a MythBusters on...

The Rise Of Fragrance Clubs

Perfume clubs against urban loneliness, the discount crisis in niche perfumery and Amouage's record year — plus Tonka Kumaru, 13.2 Métarosme and the Koala Joey Edition, and a MythBusters on...

Three Niche Releases That Shape 2026

Christophe Laudamiel on authorship, Antoine Lie's Free Perfumers Society and niche fatigue — plus Serge Lutens La Nuit Tombée, Zoologist Chameleon and Frédéric Malle Contre Jour, and a MythBusters on...

Three Niche Releases That Shape 2026

Christophe Laudamiel on authorship, Antoine Lie's Free Perfumers Society and niche fatigue — plus Serge Lutens La Nuit Tombée, Zoologist Chameleon and Frédéric Malle Contre Jour, and a MythBusters on...

Scently's little brother is here: The Lab

Scently Speaking returns, and the Lab — a personal journal of building a fragrance publisher — is introduced. Plus the packaging revolution, slow perfumery and digital olfaction, Milky Mango Wood,...

Scently's little brother is here: The Lab

Scently Speaking returns, and the Lab — a personal journal of building a fragrance publisher — is introduced. Plus the packaging revolution, slow perfumery and digital olfaction, Milky Mango Wood,...

We're Back — Before the World Moved Again

We're Back. And Yes, We Missed You.

After fifteen months of building New Niche, the first fragrance — Before the World Moved Again by Chester Gibs — is revealed. Plus dupe economics, Spotify-Wrapped scent profiling, and why...

We're Back. And Yes, We Missed You.

After fifteen months of building New Niche, the first fragrance — Before the World Moved Again by Chester Gibs — is revealed. Plus dupe economics, Spotify-Wrapped scent profiling, and why...

It's Official — New Niche Publishing

It's Official - Our Name Is Here!

From the first Amsterdam meetup, the name of the fragrance publisher is revealed: New Niche Publishing. Plus new releases from Anomalia, Annindriya, Diptyque, Cristian Cavagna and Orto Parisi, and a...

It's Official - Our Name Is Here!

From the first Amsterdam meetup, the name of the fragrance publisher is revealed: New Niche Publishing. Plus new releases from Anomalia, Annindriya, Diptyque, Cristian Cavagna and Orto Parisi, and a...