Beauty
What Does Niche Mean Now?
Niche fragrance was once defined by what it stood apart from. As conglomerates and hundreds of new houses enter the category, the word is beginning to lose its meaning. Not long ago, finding an unusual perfume required some effort. A particular shop, a recommendation, perhaps a bottle brought back from another city. Brands were smaller, distribution was selective and encountering somebody wearing the same fragrance was rare enough to feel mildly conspiratorial. Now niche fragrance has conventi
