Although L’Oréal lost out on acquiring fragrance brand Byredo in 2022 (to Puig), the beauty giant has not given up on the niche fragrance market. Amouage and Borntostandout are among its recent fragrance investments as the company has observed that consumers are interested in fragrance brands built on craftsmanship and authentic branding. “It wants a bigger slice of the ultra-luxury olfactory segment,” Johanna Monange, founder of perfume house Maison 21G and former creative director for International Flavors and Fragrances, told Glossy. “Entering the niche category is a logical step for them to maintain market leadership.”
What’s Behind L’Oréal’s Niche Fragrance Investments? [Glossy]
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