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It’s no secret that L’Oréal has been beefing up its niche fragrance investments in 2025. The French conglomerate acquired a minority stake in luxury Oman fragrance brand Amouage and South Korean niche brand Borntostandout in February — but it’s also turning its attention inward. On Thursday, the L’Oréal-owned Yves Saint Laurent beauty line announced the relaunch of its higher-priced Le Vestiaire des Parfums fragrance collection along with the addition of a new perfume to the line, Muse.
YSL already has more than one fragrance blockbuster under its belt, including 2014’s Black Opium and 2019’s Libre. But keeping pace with market demands means investing in the booming niche sector.
“We launched a lot of big successes in the industry. We launched Black Opium, which definitely changed our destiny. And then, of course, [there was] Y, which changed the masculine destiny, and then Libre and then Myslf. We had a very complete portfolio of prestige,” said Alicia Restino, international marketing director for YSL Beauty fragrances. “It seemed right to tackle this segment that is booming, driving the growth on a pure business side, and also driving the expertise and the artistry. That’s important for us. We want to craft something that is at the level of the brand right now.”
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