Covid-19 has got a lot to answer for, wouldn’t you say? No one would have thought a year ago we’d still be battling it now, yet here we are. It’s no secret how huge the impact has been and continues to be, here in the UK and around the world. But if there’s one lesson learnt it’s this; adapt & overcome

With lockdown restrictions, social distancing measures and mask wearing rules, it’s unsurprising there’s been serious disruption in the fragrance industry. How are you supposed to discover new scents if you can’t remove your mask, or you’re anxious about stepping foot in a store in the first place? The joyful experience of walking into the fragrance department at Harrods or Harvey Nichols and wafting a new scent under your nose loses its lustre if you can’t fully immerse yourself, right?

Retail sales have understandably plummeted, and with perfumes notoriously difficult to sell online, it didn’t look great for the fragrance industry back at the start of all this. But the inevitable growth of online shopping (because what else is there to do when you’re stuck at home?) meant growth for perfumes too. 29% of adults now shop online for fragrances*, a figure which has prompted retailers to adapt the way they sell perfumes in a digital based market

Speaking frankly,  perfume is a non-essential product. Its key ingredient alcohol can be better used in alternative products such as hand sanitizer,  leading to a shortage. But the power of scent is not to be underestimated, and consumers have sought out the ‘armchair travel’ concept in other forms. We as humans have an inherent ancestral longing for comfort and calm, for the familiar.  Home scents like diffusers and candles have become increasingly popular over the last year because of this, and retailers have rolled with it

We’re setting matches to our favourite scents and filling our homes with it, instead of wearing it on our skin.  This adaptation has meant many of us have overcome troubling times and found reassurance and joy in our spaces during lockdown, maybe even transformation; perhaps your rarely used office is now a place of production and creativity? Indeed, the very lighting of a candle with a raw flame is almost symbolic of light at the end of the tunnel

And light there certainly is.  As we move forward into a fresh phase of navigating the pandemic, trends this year are tipping towards sustainability and ‘conscious’ fragrances. Vegan-friendly, sustainability and transparency are keywords. Self-care is also crucial. People are gravitating towards clean and uplifting scents with a holistic feel, and the option of purchasing favourite scents in a body wash or candle form allows for a ‘home spa’ ambience

But there is also a need for individuality, particularly in Gen Z and millennial groups. Fragrance lets you reflect a certain image or identity but is also a way of attracting others and playing on a sense of belonging. Further exacerbating that is an appreciation for the outrageous and unique. To stand out from the crowd is desirable right now, and there are many exciting niche fragrance houses already touching on that

And there will always be that longing for escapism.  The need to be elsewhere, if only for a little while, and particularly after such a challenging year.  Scent can transport you, an experience which is perhaps the most overriding element in the joy of fragrance, and one that niche brands are constantly playing on. Some are doing it better than others, and others are doing it even better.  They’re the ones to watch as we move out of pandemic territory, and into the light 

 MINTEL REPORT Fragrances: Inc Impact of COVID-19 – UK – August 2020

Imagery and video supplied by Nasomatto, DS & DURGA & 27 87 Perfumes

There’s nothing we love more than visiting our stockists, so we took a little trip over to Winchester recently and […]

This week we launched the newest Ellis Brooklyn scent SUN FRUIT here in the UK with a gorgeous evening at […]

Newcomer to the Tunbridge Wells High Street, Luxe Vida is a chic boutique bursting with gifts, goodies and inspo, all […]

If you’re passing the windows of Liberty’s beauty department in the next 2 weeks, you’ll be hit with the ingenious […]

Spotlight On Diana Vreeland

“There’s only one very good life and that’s the life you know you want and you make it yourself.” – […]

Brand Launch Roundup

There’s been a few notable launches from niche fragrance brands of late, so come and learn more about the goodies […]

How are you feeling right now? Perhaps you’re calm or maybe you’re irritated after a tough day? Now take a […]

Molecular perfumery isn’t a new concept, any niche fragrance connoisseur out there will have heard of it. A modern trend […]

Spotlight On: Linari Fragrances

As the days grow shorter and the weather starts to turn, you’re likely finding yourself reaching for scents you already […]

Eco-friendly – DING! Non-toxic – DING! Sustainable DING! What business doesn’t have these buzzwords on their mind right now? The […]

Quirky niche fume brand D.S. & Durga recently launched a video campaign celebrating their #1 global best seller I DON’T […]

‘It has been said, with some justice, that the world was discovered in perfume’s wake’ – Mandy Aftel, Essence & […]

Spotlight On: Carthusia

An isolated jewel in the Mediterranean, the island of Capri harbours an ancient history as graceful as the fragrance brand […]

Last month we launched our newest fragrance brand Ellis Brooklyn at Harrods Beauty stores. The already established store at Lakeside […]

Sexy and bold. Elegant, and most decidedly present. That’s Photogenics+Co Scroll on down to keep reading, as we shine a […]

If you read our blog about the effects of the pandemic on the fragrance industry (You missed it? Find it here) […]

Cosy up and listen in, because we’ve got a story to tell. You might have spotted the name Ellis Brooklyn […]

Covid-19 has got a lot to answer for, wouldn’t you say? No one would have thought a year ago we’d […]

The fragrance world is rooted in history as far back as the late 1300s. It’s evolved through the ages, as […]

At the start of this month, we were graced with the presence of another of D.S. & Durga’s illustrious fragrance […]

Spotlight On: D.S. & DURGA

‘The power of scent is equal to that of sight and sound’ – D.S. & Durga As we write this, […]

‘Perfume is armchair travel’ This tagline is the backbone supporting every fully formed fragrance and every new olfactory idea from […]

Spotlight on: Abel

Last week’s blog was all about the joyous new scent from Abel, Cyan Nori. But we want to shine the […]

Originally formed in Amsterdam, natural fragrance brand Abel have recently moved across the world to New Zealand, where they now […]

We like to think of ourselves as the custodians of niche, here at Luxe Associates. The brands we work with […]

Liberty. London’s emporium of pioneering design, beautiful merchandise and unexpected edits from the world’s greatest brands, brought to the public […]

Us lovely lot here at Luxe HQ recently teamed up with Liberty London and niche fragrance house DS & Durga, […]

On 24th October, we wholeheartedly welcomed the first Indie Beauty Expo to the UK. Born in New York City, the […]

Earlier this month we hopped across to the emerald isle to witness the launch of new and intriguing skincare brand […]

Since it’s unveiling, Harrods Salon de Parfums has been the go-to destination for some of the world’s most expensive and […]

If the joy brought to you through Carthusia’s fragrance for skin isn’t enough, you’ll be delighted to learn they’ve recently […]

A brand which draws its history and inspiration from the tiny Italian island of Capri, we introduced Carthusia to the […]

With a global approach to curating their distinct scents, IDEO Parfumeurs’ founders Ludmila and Antoine Bitar are masters of telling […]

Did you know Luxe Associates have four of our brands as part of the beautiful men’s department at Fortnum & […]

We are happy to announce that the new Carthusia colour collection, Acqua di Carthusia, has officially launched at Fenwicks in […]

With the festive season upon us now is the perfect opportunity to pay Liberty of London’s fragrance department a visit. […]

Feeling Festive yet? Luxe Associates are excited to introduce the LINARI Albero Di Natale Christmas Tree This contemporary Christmas tree […]

AVE MariaL – New Fragrances Launched at Liberty Luxe Associates are excited to introduce two new fragrances from MariaL, which […]

In the early twentieth century, in a room on the upper floor of the family chateau, the son of a […]

Steven Victor MD Miraculous Skincare Steven Victor MD is a luxurious range that aims to reinvent the skincare regime. Victor […]

PittiFragranze Florence

PittiFragranze Florence Last weekend, 12-14th September, Luxe Associates attended the 12th Pitti Fragranze in Florence – the international fragrance event, […]

The Luxe Associates and LINARI teams have had another successful show at Maison & Objet, where we celebrated the launch […]

As Harrods celebrates the anniversary of its Luxury Living department, we thought we would take some time out to highlight […]

Fancy winning a bottle of Ulrich Lang New York’s newest fragrance Aperture, with the chance for your photography to be […]

After centuries of splendid isolation, the most seductive perfumes in the Mediterranean have reached the shores of the continent In […]

We would like to thank Dario Torre and Stafania Bartolotti from the Profumi del Forte team, who recently travelled all […]

You may have noticed we have recently joined Facebook! If you are not yet a fan (why ever not?) then […]

Walking along the beach on the northern part of the beautiful island of New Zealand, perfumer Mark Buxton was taken […]

We have some very exciting news to share with you all! Aedes de Venustas won “Fragrance Extraordinaire” at the Fragrance […]

Last night we attended the launch of luxury Italian fashion brand Marina Rinaldi’s new Mayfair flagship atelier A good time […]