Global sales of luxury niche fragrances have tripled over the past 10 years. The worldwide luxury fragrance market is expected to reach US$16.8 billion over the next four years, reports Allied Market Research, and artisanal and niche juices are the fastest-growing segment.

Over the past six years, leading multinationals have snapped up artisanal and niche perfume companies to extend their footprints in the category. For example, L’Oréal bought Atelier Cologne, Estée Lauder acquired By Kilian and Editions de Parfums Frederic Malle and Puig now owns Penhaligon’s and L’Artisan Parfumeur.

Esxence – The Art Perfumery Event – held in Milan is the niche fragrance showcase for global brands.

The Covid-19 pandemic led to a two-year hiatus, but Esxence is back bigger than ever. The 12th iteration, to be held from June 15th to 18th, also has a new home – The MiCo Milano Convention Centre.

Over 260 exhibitors will be on hand, including Goldfield & Banks, Australia’s first luxury fragrance house founded by Dimitri Weber.

In 2019, Esxence hosted 221 exhibitors, attracting 8000 visitors from 77 countries.

Australia isn’t the only country making its debut at Esxence, other nations attending for the first time include Japan, Argentina, China, South Korea and Hungary.

Retail Beauty recently reported on the first Milano Beauty Week, scheduled for May 3rd to 8th, which puts the spotlight on Italy’s pre-eminence in beauty manufacturing. Niche fragrances now account for 14.2 per cent of sales in Italian perfumeries and 30.6 per cent of total fragrance sales in Italy.

We are witnessing a real renaissance for artistic perfumery, with a considerable increase in international and Italian brands joining the event, noted Silvio Levi, co-founder of Esxence.

International experts including Michael Edwards, author of Fragrances of the World, and Annick Le Guerer of Osmotheque, the world’s largest scent archive,  will be joining the event remotely for lectures. Additional sessions will highlight business opportunities in developing markets, the increasing digital strategies in the niche fragrance sector and the evolution of creative roles for leading perfumers.

More than 60 health and beauty brands will also be taking part in this year’s Esxence event in the “Experience Lab” sector. Double the number who participated at the 2019 event. Top product categories are niche skincare, babycare, makeup and suncare.

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