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Last month, Fendi dipped its toe back into the fragrance world. The Italian fashion house and LVMH property released seven fragrances created by renowned perfumers like Quentin Bisch and Anne Flipo, available exclusively at Fendi stores for $330 apiece.
A few hundred dollars is a bargain for a Fendi product — a mini Fendi baguette in the brand’s signature monogram will run you $2,390. But for a designer perfume, it’s a steep point of entry. The last time Fendi released a new fragrance — Furiosa in 2014 — it sold for just just over $100.
That increase is indicative not merely of a decade of steep inflation, but of changing fragrance strategies from designer and mainstream brands. The niche perfume market has only been heating up over the past few years — former indie pioneer Byredo sold to Puig for a reported $1 billion in 2022. The likes of LVMH and Estée Lauder are looking to compete with those formerly indie darlings through scents that mimic niche perfume’s appeal, namely the promise of high-quality ingredients and more limited availability. And the prices are rising to match.
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English (US) ·