Niche fragrances gain popularity among MZ generation

Santa Maria Novella MAGNOLIA

The popularity of niche fragrances, driven by the “small luxury” trend, has spread among Korean millennials and members of Gen Z despite their persistently high prices.

Niche fragrances, or premium scents crafted by top perfumers to cater to a select few, have witnessed a steep rise in popularity. Despite their high price tags, often ranging in the tens of thousands of won, these fragrances offer a unique satisfaction through their distinct scents, making them an ideal indulgence for the MZ generation seeking small luxuries.

According to Shinsegae International, the largest perfume importer in Korea, there has been a noticeable increase in people choosing niche fragrances as gifts for loved ones during the year-end holiday season or as a personal treat. The desire to express individuality through sophisticated and distinctive scents has contributed to this trend, and a niche fragrance brand popular among the younger demographic is Byredo, with its standout scent, ‘Mojave Ghost.’

Celebrity endorsements helped propel the trend further, with K-pop star Cha Eun-woo featuring a fragrance he likes on his official YouTube channel. Additionally, the members of popular girl group New Jeans cited a fragrance they personally purchased from a duty-free store, adding to the allure of these perfumes.

French niche fragrance brand Diptyque is another brand that enjoys significant popularity. Particularly known for its annual limited-edition fragrances targeting the holiday season, the brand garnered positive responses from consumers seeking special gifts during the year-end and early months of the year.

This season, Diptyque launched ‘L’eau Papier Eau De Toilette,’ capturing the idea of a scent like ink on paper, showcased by adding textured gilding to the perfume bottle.

Shinsegae International also highlighted the robust demand for ‘MAGNOLIA EDP’ from Santa Maria Novella, an Italian beauty brand with an 800-year-old legacy. MAGNOLIA, derived from a centuries-old flowering tree, is renowned for its exquisitely vibrant fragrance.

With the increasing preference for niche fragrances among the MZ generation, Shinsegae International remains proactive in expanding its portfolio. In 2023 alone, the company introduced four new fragrance brands, starting with the French niche fragrance ‘HEELEY’ in June, followed by ‘Culti’ from Italy in July, ‘Dolce & Gabbana Beauty’ in September, and the perfume line ‘Courrèges Perfume’ from the French luxury fashion house Courrèges in November.