Skip to main content
  • Åland Islands

    Åland Islands

    (EUR €)

  • Albania

    Albania

    (EUR €)

  • Andorra

    Andorra

    (EUR €)

  • Angola

    Angola

    (USD $)

  • Anguilla

    Anguilla

    (USD $)

  • Argentina

    Argentina

    (USD $)

  • Aruba

    Aruba

    (USD $)

  • Ascension Island

    Ascension Island

    (USD $)

  • Australia

    Australia

    (USD $)

  • Austria

    Austria

    (EUR €)

  • Bahamas

    Bahamas

    (USD $)

  • Bahrain

    Bahrain

    (USD $)

  • Bangladesh

    Bangladesh

    (USD $)

  • Barbados

    Barbados

    (USD $)

  • Belgium

    Belgium

    (EUR €)

  • Benin

    Benin

    (USD $)

  • Bermuda

    Bermuda

    (USD $)

  • Bhutan

    Bhutan

    (USD $)

  • Bolivia

    Bolivia

    (USD $)

  • Bosnia & Herzegovina

    Bosnia & Herzegovina

    (EUR €)

  • Botswana

    Botswana

    (USD $)

  • British Indian Ocean Territory

    British Indian Ocean Territory

    (USD $)

  • British Virgin Islands

    British Virgin Islands

    (USD $)

  • Brunei

    Brunei

    (USD $)

  • Bulgaria

    Bulgaria

    (EUR €)

  • Burkina Faso

    Burkina Faso

    (USD $)

  • Burundi

    Burundi

    (USD $)

  • Cambodia

    Cambodia

    (USD $)

  • Cameroon

    Cameroon

    (USD $)

  • Canada

    Canada

    (USD $)

  • Cape Verde

    Cape Verde

    (USD $)

  • Caribbean Netherlands

    Caribbean Netherlands

    (USD $)

  • Cayman Islands

    Cayman Islands

    (USD $)

  • Central African Republic

    Central African Republic

    (USD $)

  • Chad

    Chad

    (USD $)

  • Chile

    Chile

    (USD $)

  • Christmas Island

    Christmas Island

    (USD $)

  • Cocos (Keeling) Islands

    Cocos (Keeling) Islands

    (USD $)

  • Colombia

    Colombia

    (USD $)

  • Comoros

    Comoros

    (USD $)

  • Congo - Brazzaville

    Congo - Brazzaville

    (USD $)

  • Congo - Kinshasa

    Congo - Kinshasa

    (USD $)

  • Cook Islands

    Cook Islands

    (USD $)

  • Costa Rica

    Costa Rica

    (USD $)

  • Côte d’Ivoire

    Côte d’Ivoire

    (USD $)

  • Croatia

    Croatia

    (EUR €)

  • Curaçao

    Curaçao

    (USD $)

  • Cyprus

    Cyprus

    (USD $)

  • Czechia

    Czechia

    (EUR €)

  • Denmark

    Denmark

    (EUR €)

  • Djibouti

    Djibouti

    (USD $)

  • Dominica

    Dominica

    (USD $)

  • Dominican Republic

    Dominican Republic

    (USD $)

  • Ecuador

    Ecuador

    (USD $)

  • El Salvador

    El Salvador

    (USD $)

  • Equatorial Guinea

    Equatorial Guinea

    (USD $)

  • Eritrea

    Eritrea

    (USD $)

  • Estonia

    Estonia

    (EUR €)

  • Eswatini

    Eswatini

    (USD $)

  • Ethiopia

    Ethiopia

    (USD $)

  • Falkland Islands

    Falkland Islands

    (USD $)

  • Faroe Islands

    Faroe Islands

    (EUR €)

  • Fiji

    Fiji

    (USD $)

  • Finland

    Finland

    (EUR €)

  • France

    France

    (EUR €)

  • French Guiana

    French Guiana

    (USD $)

  • French Polynesia

    French Polynesia

    (USD $)

  • French Southern Territories

    French Southern Territories

    (USD $)

  • Gabon

    Gabon

    (USD $)

  • Gambia

    Gambia

    (USD $)

  • Georgia

    Georgia

    (USD $)

  • Germany

    Germany

    (EUR €)

  • Ghana

    Ghana

    (USD $)

  • Gibraltar

    Gibraltar

    (EUR €)

  • Greece

    Greece

    (EUR €)

  • Greenland

    Greenland

    (USD $)

  • Grenada

    Grenada

    (USD $)

  • Guadeloupe

    Guadeloupe

    (USD $)

  • Guatemala

    Guatemala

    (USD $)

  • Guernsey

    Guernsey

    (EUR €)

  • Guinea

    Guinea

    (USD $)

  • Guinea-Bissau

    Guinea-Bissau

    (USD $)

  • Guyana

    Guyana

    (USD $)

  • Haiti

    Haiti

    (USD $)

  • Honduras

    Honduras

    (USD $)

  • Hong Kong SAR

    Hong Kong SAR

    (USD $)

  • Hungary

    Hungary

    (EUR €)

  • Iceland

    Iceland

    (EUR €)

  • India

    India

    (USD $)

  • Indonesia

    Indonesia

    (USD $)

  • Iraq

    Iraq

    (USD $)

  • Ireland

    Ireland

    (EUR €)

  • Isle of Man

    Isle of Man

    (EUR €)

  • Israel

    Israel

    (USD $)

  • Italy

    Italy

    (EUR €)

  • Jamaica

    Jamaica

    (USD $)

  • Japan

    Japan

    (USD $)

  • Jersey

    Jersey

    (EUR €)

  • Jordan

    Jordan

    (USD $)

  • Kenya

    Kenya

    (USD $)

  • Kiribati

    Kiribati

    (USD $)

  • Kosovo

    Kosovo

    (EUR €)

  • Kuwait

    Kuwait

    (USD $)

  • Kyrgyzstan

    Kyrgyzstan

    (USD $)

  • Latvia

    Latvia

    (EUR €)

  • Lebanon

    Lebanon

    (USD $)

  • Lesotho

    Lesotho

    (USD $)

  • Liberia

    Liberia

    (USD $)

  • Libya

    Libya

    (USD $)

  • Liechtenstein

    Liechtenstein

    (EUR €)

  • Lithuania

    Lithuania

    (EUR €)

  • Luxembourg

    Luxembourg

    (EUR €)

  • Macao SAR

    Macao SAR

    (USD $)

  • Madagascar

    Madagascar

    (USD $)

  • Malawi

    Malawi

    (USD $)

  • Malaysia

    Malaysia

    (USD $)

  • Mali

    Mali

    (USD $)

  • Malta

    Malta

    (EUR €)

  • Martinique

    Martinique

    (USD $)

  • Mauritania

    Mauritania

    (USD $)

  • Mauritius

    Mauritius

    (USD $)

  • Mayotte

    Mayotte

    (USD $)

  • Moldova

    Moldova

    (EUR €)

  • Monaco

    Monaco

    (EUR €)

  • Mongolia

    Mongolia

    (USD $)

  • Montenegro

    Montenegro

    (EUR €)

  • Montserrat

    Montserrat

    (USD $)

  • Morocco

    Morocco

    (USD $)

  • Mozambique

    Mozambique

    (USD $)

  • Namibia

    Namibia

    (USD $)

  • Nauru

    Nauru

    (USD $)

  • Nepal

    Nepal

    (USD $)

  • Netherlands

    Netherlands

    (EUR €)

  • New Caledonia

    New Caledonia

    (USD $)

  • New Zealand

    New Zealand

    (USD $)

  • Nicaragua

    Nicaragua

    (USD $)

  • Niger

    Niger

    (USD $)

  • Nigeria

    Nigeria

    (USD $)

  • Niue

    Niue

    (USD $)

  • Norfolk Island

    Norfolk Island

    (USD $)

  • North Macedonia

    North Macedonia

    (EUR €)

  • Norway

    Norway

    (EUR €)

  • Oman

    Oman

    (USD $)

  • Pakistan

    Pakistan

    (USD $)

  • Palestinian Territories

    Palestinian Territories

    (USD $)

  • Panama

    Panama

    (USD $)

  • Papua New Guinea

    Papua New Guinea

    (USD $)

  • Paraguay

    Paraguay

    (USD $)

  • Peru

    Peru

    (USD $)

  • Philippines

    Philippines

    (USD $)

  • Pitcairn Islands

    Pitcairn Islands

    (USD $)

  • Poland

    Poland

    (EUR €)

  • Portugal

    Portugal

    (EUR €)

  • Qatar

    Qatar

    (USD $)

  • Réunion

    Réunion

    (USD $)

  • Romania

    Romania

    (EUR €)

  • Rwanda

    Rwanda

    (USD $)

  • Samoa

    Samoa

    (USD $)

  • San Marino

    San Marino

    (EUR €)

  • São Tomé & Príncipe

    São Tomé & Príncipe

    (USD $)

  • Saudi Arabia

    Saudi Arabia

    (USD $)

  • Senegal

    Senegal

    (USD $)

  • Serbia

    Serbia

    (EUR €)

  • Seychelles

    Seychelles

    (USD $)

  • Sierra Leone

    Sierra Leone

    (USD $)

  • Singapore

    Singapore

    (USD $)

  • Sint Maarten

    Sint Maarten

    (USD $)

  • Slovakia

    Slovakia

    (EUR €)

  • Slovenia

    Slovenia

    (EUR €)

  • Solomon Islands

    Solomon Islands

    (USD $)

  • Somalia

    Somalia

    (USD $)

  • South Africa

    South Africa

    (USD $)

  • South Georgia & South Sandwich Islands

    South Georgia & South Sandwich Islands

    (USD $)

  • South Korea

    South Korea

    (USD $)

  • South Sudan

    South Sudan

    (USD $)

  • Sri Lanka

    Sri Lanka

    (USD $)

  • St. Barthélemy

    St. Barthélemy

    (USD $)

  • St. Helena

    St. Helena

    (USD $)

  • St. Kitts & Nevis

    St. Kitts & Nevis

    (USD $)

  • St. Lucia

    St. Lucia

    (USD $)

  • St. Martin

    St. Martin

    (USD $)

  • St. Pierre & Miquelon

    St. Pierre & Miquelon

    (USD $)

  • St. Vincent & Grenadines

    St. Vincent & Grenadines

    (USD $)

  • Sudan

    Sudan

    (USD $)

  • Suriname

    Suriname

    (USD $)

  • Svalbard & Jan Mayen

    Svalbard & Jan Mayen

    (EUR €)

  • Sweden

    Sweden

    (EUR €)

  • Switzerland

    Switzerland

    (EUR €)

  • Taiwan

    Taiwan

    (USD $)

  • Tajikistan

    Tajikistan

    (USD $)

  • Tanzania

    Tanzania

    (USD $)

  • Thailand

    Thailand

    (USD $)

  • Timor-Leste

    Timor-Leste

    (USD $)

  • Togo

    Togo

    (USD $)

  • Tokelau

    Tokelau

    (USD $)

  • Tonga

    Tonga

    (USD $)

  • Trinidad & Tobago

    Trinidad & Tobago

    (USD $)

  • Tristan da Cunha

    Tristan da Cunha

    (USD $)

  • Tunisia

    Tunisia

    (USD $)

  • Türkiye

    Türkiye

    (USD $)

  • Turkmenistan

    Turkmenistan

    (USD $)

  • Turks & Caicos Islands

    Turks & Caicos Islands

    (USD $)

  • Tuvalu

    Tuvalu

    (USD $)

  • U.S. Outlying Islands

    U.S. Outlying Islands

    (USD $)

  • Uganda

    Uganda

    (USD $)

  • United Arab Emirates

    United Arab Emirates

    (USD $)

  • United Kingdom

    United Kingdom

    (GBP £)

  • United States

    United States

    (USD $)

  • Uruguay

    Uruguay

    (USD $)

  • Vanuatu

    Vanuatu

    (USD $)

  • Vatican City

    Vatican City

    (EUR €)

  • Venezuela

    Venezuela

    (USD $)

  • Vietnam

    Vietnam

    (USD $)

  • Wallis & Futuna

    Wallis & Futuna

    (USD $)

  • Western Sahara

    Western Sahara

    (USD $)

  • Yemen

    Yemen

    (USD $)

  • Zambia

    Zambia

    (USD $)

  • Zimbabwe

    Zimbabwe

    (USD $)

What defines a niche fragrance brand?

What defines a niche fragrance brand?

In essence, to be a niche fragrance brand means ensuring originality, passion and the art of our craft.

A niche brand by definition means a specialist skill or a brand creating something to appeal to a specialised segment of a market. The landscape of niche fragrance brands has really changed over the last five years, now much more widely available so is niche still niche? And if so what is it?

So what is ‘niche’?

The increasing popularity of ‘niche’ fragrances has made us re-consider the nature and role of this specialist – and much loved – corner of perfumery. While they defy any strict definition, niche brands historically favour creative freedom over trends, and pride themselves on smaller runs of creations by master perfumers who work with quality ingredients in higher concentrations.

For us niche perfumery is not a commodity so much as an art form. These passion projects have a clearly defined source of inspiration (Electimuss looks to the Roman world, for example) and lean heavily on vivid storytelling or other art forms to create a multi-sensory experience. But how did this boutique approach enter the mainstream and end up competing with international fashion houses?

A designer lifestyle

Couturier Paul Poiret conceived the first designer fragrance brand with Les Parfums de Rosine in 1911 but it was Coco Chanel, the unapologetic visionary, that cemented the marriage between scent and style ten years later with Chanel No 5. She proclaimed that perfume was “the unseen, unforgettable, ultimate accessory of fashion” and, since then, advances in chemistry, manufacturing and branding have created an industry that market researchers Euromonitor predict will be worth $52 billion by 2025. A large portion of that figure belongs to fashion houses who now regard fragrance as a natural extension of their brand.

Whatever you feel about the bestsellers of the 90s, the likes of Le Mâle (Gaultier), Angel (Mugler), CK One (Calvin Klein) and L’Eau de Issey (Issey Miyake) exemplify the overlap between fashion and fragrance that peaked at the end of the last millennium. Much like a Birkin bag or a Santos watch, there was a time when these designer fragrances signalled a belonging. They were instantly identifiable and broadcast to the world an aspirational lifestyle but at an affordable price point. Put differently, designer fragrances presented an economically viable entry point to a luxury fashion house. A Gucci suit might have been off limits for most consumers but a bottle of Guilty was almost certainly within reach.

The dawn of a new era

With the advent of the new millennium came a sea change. The designer fragrance market had morphed into a commercial endeavour and, as a result, became somewhat homogenised. Most of the big fashion houses began outsourcing their creatives and came to rely on celebrities and mass market sellers to stay relevant in what was becoming an increasingly crowded market. Like radio-friendly music, the formula for a popular scent had been ‘cracked’ and with it went much of the mystery, individuality and originality.

A growing appetite for variety, creativity and personal expression paved the way for what became known as niche perfumery.

Where to discover and buy niche perfumes

If designer fragrances signalled belonging and conformity, niche perfumes broadcast individuality and self-expression. They were part of a move towards conspicuous consumerism. Wearing a niche fragrance suggests a discerning sense of style and, most importantly, a desire to own or wear something that isn’t widely available.

But with the advent of social media, beauty editors looking for the new and undiscovered and a much broader range of retailers and department stores stocking niche, niche is no longer hard to find.

Specialist boutiques can be found online and IRL (see our network of specialist retailers). Aimed at discerning connoisseurs, fragrance enthusiasts and luxury consumers, independent retailers worldwide such as Maxaroma, Jovoy, April, Luckyscent, Atelier Perfumery and the parfumeries of Europe and the Middle East discover and champion the smaller brands – as well as stock the more established niche brands. They hire and train their staff who in turn share their passion and knowledge of perfume with customers providing exceptional service and advice.

Plus there is a fast growing digital community of enthusiasts, perfume connoisseurs and influencers. Niche brands appeal to these growing communities keen to share their opinion and knowledge with each other: ‘fragfams’, ‘perfumistas’, ‘fragheads’, perfume vloggers, beauty influencers, individual collectors and enthusiasts and discover and share new perfumes.

Navigating niche, can niche be mass?

Given that the niche fragrances are more widely accessible, and now that some of the most prominent and trailblazing niche brands like L’Artisan Parfumeur, Éditions de Parfums Frédéric Malle, Jo Malone and Le Labo are owned by international corporations and global giants, it raises the question: what is niche today?

As with any art form, there are multiple subcategories to niche perfumery. Indie fragrances are privately owned brands that commission specific perfumers for each project. Artisan brands, by contrast, do everything in-house.

So does ‘niche’ come down to being an independent business? Although that is where niche brands began we would argue that the brands owned by bigger corporations absolutely still represent the niche category. So is it about price? Again, we don’t think so, because whilst niche fragrances tend to represent the most expensive perfumes on the market, some niche and indie fragrances are in the same price category as more mass market fashion and celebrity brands. So if it’s not about independence price, scale or rarity, what is niche perfumery

Quality, originality, passion and creativity

In the end we can only speak for ourselves and for us, to be a niche brand means ensuring originality, passion and the art of our craft. The provenance and quality of ingredients is paramount as well as the high dilutions and our obsession with performance, projection and longevity. Each perfume is meticulously crafted to unfurl subtle throughout the wear. The design of each fragrance means that the top, middle and base notes work in a beautiful harmony. And storytelling is at the heart of each fragrance. Every perfume is a creative exploration with a story to tell.

Each is an original masterpieces designed for individuals who appreciate and love perfume by working with the best noses. Each perfumer we work with delights in the process of bringing narratives to life through the medium of scent.

There are five fragrance pillars that hold underpinning every perfume Electimuss create:

Epicurean

We want to create sensual joy through perfume.

Daring

In two ways, we want to dare to explore the new and different, and also to create daring fragrances that attract attention.

Urbane

Polished and refined luxury.

Passionate

Perfume is our playground and we want to share our passion with everyone who experiences Electimuss. We don’t expect everyone to love all our fragrances, but we want everyone to enjoy the exploration.

Decadent

Our fragrances are high sillage and fantastic projection and longevity, and use only the highest quality ingredients.

Scent Portraits …

The most important thing to remember is that one person’s olfactory elixir will be another person’s skunk so always trust your own nose. Perfume is our playground and of one thing we are certain: that to explore niche perfumery will bring joy and colour, new textures and fresh experiences to your life. We hope you enjoy the olfactory journey and use scent to express yourself in different moods, seasons and occasions. Create your own Scent Portrait everyday.