Antonia Kohl, founder of Ministry of Scent

Locations:

962 Valencia St. in San Francisco’s Mission District neighborhood

2408 Fillmore St. in San Francisco’s Pacific Heights neighborhood

Antonia Kohl started Ministry of Scent in 2013 as a pop-up called Tigerlily Perfumery in San Francisco’s Mission District. A few months later, it relocated to a nearby permanent store. In 2018, it rebranded as Ministry of Scent, and perfumer Ineke Rühland came on board as a co-owner. Kohl describes the last four years of the business as going from “cozy” to “a full-on party,” leading to its second store opening in San Francisco’s Pacific Heights neighborhood last year.

What trends are motivating shoppers to buy?

“In addition to the never-ending hunger for sweet gourmand fragrances, we’re seeing a lot of interest in alternative gourmands—rice accords (i.e.,Taipei by One Day), coffee and tea scents, savory inspirations (like Versatile Paris’ delightful pesto perfume Rital Date and Pho Breakfast by D’Annam) and an ongoing love of lactonic skin scents. ‘Industrial’ is a resurgent category we’re being asked about—compositions with aroma chemical accords like metal, gasoline, steam, hot pavement, etc.

Another big trend we’re seeing is the rapid rise of niche fragrance brands from Asia, including super successful launches at our stores, first by J-Scent from Japan, then the popular Korean brand Borntostandout as well as Maison de L’Asie from Singapore, Hong Kong’s One Day and the on-fire Vietnamese brand, D’Annam.

Perfume shoppers are younger than ever, and the growing number of teenage boys visiting our stores is remarkable (thanks, TikTok). Most customers we meet these days have moved on from the constraints of ‘gendered’ perfumes, exploring more broadly than in past years. We find it fascinating and fun that young people are treating the perfume store as an experience beyond typical shopping. On the weekends, they flock to our shops with their friend groups, and it feels like a cultural event or celebration.”

What are five bestselling fragrances?

“The top sellers for the past two years are Cherry Punk by the modern French brand Room 1015 and Unknown Pleasures by Detroit-area phenom, Kerosene. Interestingly, both are edgy gourmands inspired by British underground music and culture. The others on the top five list are from the same makers: Followed (Kerosene’s viral coffee-maple syrup bomb) and Room 1015’s sparkling stunners Sonic Flower and Wavechild. Also topping the list are Chloë Sevigny Little Flower by Régime des Fleurs, Bois Impérial by Essential Parfums and Ethereal Wave, a shimmering tea scent by the California brand, Liis. It bears mentioning that half of these top sellers were formulated by the pitch-perfect Robertet perfumer, Jérôme Epinette.”

What tips do you have for brands wanting to get their fragrances into your store?

“1. Create beautiful, original scents. We love surprising and unconventional perfumes, but remember that people must also want to wear them.

2. Choose fragrance names and packaging that grab attention on the shelves. There’s a lot of competition these days, and customers definitely care about presentation.

3. A compelling perfumer/founder backstory helps fragrance lovers connect with a brand. Our fragrance specialists are wonderful storytellers, give them something to talk about!

4. Offer fair terms and include samples or decants for us to make samples. We often get a POS allowance that covers testers, samples and decants, which truly makes a difference. Our sample program is a vital way for brands to reach as many of our customers as possible, especially online. High quality spray samples equals full bottle purchases by happy wearers down the road.

5. Reach out to us via email to introduce your brand and save time by including a line sheet and brand materials in the initial outreach. If we think your brand could be a good fit, we’ll ask for samples to evaluate. Please be patient, we’re buried under a small mountain of samples already, so it might take a while to get to yours. In the meantime, build your brand via social media to get our staff and customers excited. We do pay attention when they start to buzz.”

Are there brands or scents you’re hoping to add to your selection?

“Just like we’ve seen with the rise and current evolution of gourmands, it would be amazing to see a brave new world of florals. By that I mean a full-on celebration of floral fragrances, from the heady classics to concepts we haven’t yet conceived of. And, yes, we have a short list of six amazing brands we plan to bring in this year plus at least 10 more we’re excited to introduce as soon as we can. Stay tuned.”

Arielle Shoshana Weinberg, Founder of Arielle Shoshana

Location:

2920 District Ave, #145 in Fairfax

Founder Arielle Shoshana Weinberg and co-owner Katri Haas opened Arielle Shoshana, the first niche fragrance boutique in the Washington, D.C. area, in 2015. Two years later, the pair began creating in-house perfumes with the launch of the scent Saturday. Fragrances associated with other days of the week—Sunday, Friday, Monday and Tuesday—followed soon after.

What trends are motivating shoppers to buy?

“Fugazzi just launched a passion fruit oud called Passionfroudh, and it’ll be our third passion fruit fragrance on the shelves, so we’re definitely seeing that note trend, the other being our own Saturday and Maison Crivelli’s Old Maracuja. We’re also seeing a trend of guava. So, with Tuesday, there’s a lot of guava being featured there. Borntostandout has Black Guava that’s really popular on TikTok right now, and then Binaurale has their guava jelly note, too, in Happy Hardcore.

In store, we see more traction for our luxury brands, and online there’s a little more of an adventurous, buzzy, what-they-saw-on-TikTok vibe. Fugazzi, D’Annam and then our own line, those are absolutely brands that people come in and tell us that they saw it on social media. I would say that social media has been the biggest factor in the growth of our own line. It was a very proud day when we surpassed Baccarat Rouge, and this is definitely the house that social media built.”

What are five bestselling fragrances?

“Collabs were very big in the past month. Two of our most popular brands, Borntostandout and Fugazzi, had a collab where Borntostandout launched Fugazzi by Borntostandout and Fugazzi launched Borntostandout by Fugazzi. So, they were sort of interpreting each other’s brand identity through their own lens. Those were crazy popular and sold out right away.

Another brand that we carry that we’re the only ones to have in the U.S. at the moment, experimental Perfume Club, just announced that they are teaming up with Formula One, which our gen Z team members are very excited about. And then D.S. & Durga is always leading the way with collaborations. They did one with Volvo last year that did well for us.”

What tips do you have for brands wanting to get their fragrances into your store?

“It’s a multifaceted process. You want the polish, the packaging has to be next level, the perfume has to be very high quality. If there’s multiple sizes, that’s great, but there doesn’t have to be. I think you have to have something that’s quirky for our customers that are in store and online that want the more unusual stuff, but then you have to have the standbys, the accessible entry points for people that are just getting into fragrance and dipping their toe in.

We like an original voice, a sense of the moment. One of the brands we brought in recently was Discotheque, and the reception has been really good because they’re building off of these iconic nightclubs, so having a clear vision for the line is important, and then making sure that the story being told is one that we think will resonate with our customers.”

Are there brands or scents you’re hoping to add to your selection?

“We’re definitely looking to expand our selection, especially at different price points. One line that we have on the way is a really cute brand, Fascent. They make some really great scents and $78 is the full bottle price. We always want to make sure that anyone can walk in and find something that they love and leave with regardless of what they’re prepared to spend that day. That’s who we were when we were perfume shopping as mallrat teens, and we’ve got to pay that forward.”

Franco Wright, Co-Founder of Scent Bar

Locations:

7405 Beverly Blvd. in Mid-Wilshire Los Angeles

777 S. Alameda St. in Downtown Los Angeles

244 Elizabeth St. in New York City’s NoLita neighborhood

Scent Bar, which is the physical offshoot of the popular online indie fragrance destination Lucky Scent, caters to fragrance beginners and experts. Co-founders Franco Wright and Adam Eastwood opened its first location in 2006 and have since opened two other locations. Future stores are on the horizon, according to Wright.

What trends are motivating shoppers to buy?

“Gourmand fragrances have dominated the scene the past 18 months. There doesn’t seem to be a slowdown. However, we are seeing a rise in interesting fresh concepts—tea-centric perfumes and more foodie notes like rice and milk are trending.”

What are five bestselling fragrances?

“The viral and global sensation Bianco Latte by Giardini di Toscana has been an incredible success. Not to be missed are a few other fan favorites: Escapade Gourmande by Maison Mataha, White Rice by D’Annam, Gris Charnel by BDK Parfums, Tihota by Indult and the legendary Molecule 01 by Escentric Molecules. A few masculine-leaning hits are Bois Imperial by Essential Parfums, Torino21 by Xerjoff and Unknown Pleasures by Kerosene.”

What tips do you have for brands wanting to get their fragrances into your stores?

“We look at a variety of factors such as fragrance (composition, uniqueness, wearability), presentation (pricing,  design, packaging, story), customer fit and demand, current and future distribution plans, exclusivity (launch, location, rarity) and web-only versus omnichannel.”

Are there brands or scents you’re hoping to add to your selection?

“There is such an abundance of new, exciting brands. Not only stateside, but we’re also seeing really creative work coming from Southeast Asia as of late. These types of brands are interesting to us right now. On the flip side, we’ve been wanting to have Frederic Malle for 15 years…and we’re still waiting!  And we’d love to see Serge Lutens return back to the retail landscape.”

Carrie Hadley, Founder of Indiehouse Modern Fragrances

Locations:

26 Old Roswell St. #101 in Alpharetta, Ga.

1210 Howell Mill Rd NW Suite 105B in Atlanta

Founded in 2019, Indiehouse Modern Fragrances is the first independent niche fragrance boutique in the Southeast. It serves shoppers throughout Georgia, Tennessee, South Carolina and Alabama. Owner and founder Carrie Hadley has curated a selection of luxury niche perfumes and also offers an interactive scent-blending experience. She says, “Indiehouse is more than just a retail space, it’s a discovery destination where customers can engage with scent in a deeply personal way.”

What trends are motivating shoppers to buy?

“Our guests are more educated and intentional than ever. We’re seeing:

Gourmand reimagined: The new wave of gourmands is less about sugary sweetness and more about complex, textured accords. Think burnt caramel with sea salt and a hint of popcorn as in our runaway bestseller from Cirque du Soleil and the milky sensuality of Bianco Latte, another one we can’t keep in stock.

Minimalist luxury: Customers appreciate fragrances with fewer, high-quality ingredients that allow each note to shine. Simple, yet sophisticated compositions are winning over traditional perfume wearers. Stephane Humbart Lucas and Maison D’Etto are seducing our clientele and flying off the shelves.

Skin scents and second-skin Fragrances: Shoppers gravitate toward clean, intimate scents that feel effortless but linger beautifully on the skin. The brands Goldfield & Banks Australia and Granado Rio de Janeiro are seeing huge popularity among our local guests this season.”

What are five bestselling fragrances?

“Ex Nihilo Blue Talisman Nasomatto Black Afgano Filipo Sorcinelli Unum Lavs L’eau de Parfum Cirque du Soleil Granada Esplendor Frapin L’Humaniste Extreme”

What tips do you have for brands wanting to get their fragrances into your stores?

“We take a highly selective approach to curation, focusing on brands that align with our commitment to artistry, transparency and modern fragrance innovation. Brands looking to partner with us should:

Know your story: We seek brands with a strong narrative and creative vision. What makes your fragrance house unique?

Prioritize quality: Ingredient integrity and scent composition are critical. We look for originality and craftsmanship in every fragrance.

Understand our clientele: While we have a strong base of niche fragrance enthusiasts, we also welcome a high percentage of guests who are new to the world of fragrance. Our education-first approach helps them explore scent with confidence, making artistry and craftsmanship more accessible. We look for brands that can appeal to both the seasoned collector and the curious newcomer, offering fragrances that are both distinctive and wearable.

Be ready to support sales: Strong branding, beautiful packaging and marketing support (samples, store visits, storytelling assets) make a difference in sell-through.

Start with an introduction: We love when brands introduce themselves with a well-crafted pitch and sample set. Reach out via our social or email with a concise, compelling introduction.”

Are there brands or scents you’re hoping to add to your selection?

Yes! We’re always on the lookout for innovative, beautifully crafted fragrances that push the boundaries of niche perfumery. Right now, we’re particularly interested in heritage niche brands that blend tradition with modern olfactory artistry, emerging perfumers with fresh, unexpected compositions that feel entirely new, eco-conscious luxury fragrances that prove sustainability and high-end fragrance can coexist, and scent collaborations that tell unique stories, especially those inspired by art, architecture or cultural moments.”

Matt Belanger, Co-Founder of Stéle

Locations:

179 Mott St. in New York City’s NoLita neighborhood

339 Bedford Ave. in Brooklyn’s Williamsburg neighborhood

Stéle is fairly new on the scent retail scene. Partners Jake and Matt Belanger opened its doors in April 2024, and now it has two New York locations in NoLita Williamsburg. Matt Belanger says, “The experience in store is focused on self-guided exploration, highlighting emerging brands that are often discovered here first.”

What are five bestselling fragrances?

“Die Hot With A Vengeance by Sable Yong French Poetry by St. Rose Canaan by Maison d’Etto Shanghai 1930 by Astrophil & Stella Venus in Tuberose by Universal Flowering”

What trends are motivating shoppers to buy?

“People are searching for unique and exclusive fragrances that set them apart from the crowd. We now offer hundreds of unique and hard-to-find scents, making it easy for customers to discover their signature fragrance for the moment, a season or just to add to their growing collection.”

What tips do you have for brands wanting to get their fragrances into your stores?

“Our journey with Stéle is one of discovery for us as curators and our customers. We’re on a constant wave of exploration. If a brand is interested in exploring opportunities with Stéle, the best way is to reach out to us via email. If we’re interested, we’ll reach back out. We prefer this method versus in-store drop-ins so we can focus on working with our customers.”

Are there brands or scents you’re hoping to add to your selection?

“We have many exciting drops on their way in the coming months, with close to 40 unique brands. Get ready for some surprises, exclusives and iconic artisanal fragrances!”

Tracy Tsefalas, Founder of Fumerie

Location:

3584 SE Division St. in Portland, Ore.

Fumerie opened its doors in 2016 with a vision to provide customers with a guided experience and expose them to the world of niche perfumery that can seem complicated to the uninitiated. Founder Tracy Tsefalas says, “We remove the pressure of sales and any preconceived notion that visitors to our boutique both in store and online must have the correct verbiage or be quick to decide what truly speaks to them. Fragrance is deeply personal and our patient and skilled staff at Fumerie are practiced at creating a memorable experience.”

What trends are motivating shoppers to buy?

“In recent years due to the popularity of fragrance on social media platforms, we have seen a younger audience, specifically teenagers, drawn to the joy of scent. Often, they approach us intent on smelling specific brands only to realize that is only the beginning of what’s possible at Fumerie and for them personally in the world of fragrance.

There has also been an uptick in the popularity of gourmand fragrances, which focus more on sweet, foodie concoctions such as chocolate, caramel or fruits. Overall, it brings us joy when those who are new to the world of fragrance choose to visit us because our main goal is to empower their taste and ability to navigate the space of fragrant art on an individual and highly personal level.”

What are five bestselling fragrances?

“The Fumerie experience is all about finding the right match for you. Although we might have fragrances that are popular in different categories such as gourmand or floral, we seek to find a fragrance that has an emotional impact on you versus one that is touted on social media or mainstream fragrance outlets. What makes you spark with delight or sigh with pleasure? We are here to guide you towards the right fit just for you. As a result, there is a greater opportunity to discover something unique and learn more about yourself at the same time.”

What tips do you have for brands wanting to get their fragrances into your stores?

“We are always open to exploring new fragrant creations and encourage brands to share their works with us by sending discovery sets directly to the shop. We regularly receive fragrances from around the world, and if we feel the fragrances are a good fit amongst our current selection at Fumerie, we will reach out for further details and discussion regarding a collaboration. Our advice would be the same for any brand, business or person: Be yourself and be proud of your efforts to do so.”

Are there brands or scents you’re hoping to add to your selection?

“There is forever and always a short list of brands that we are considering. This industry is growing so quickly and there are so many creatives across the globe, there is never a shortage of inspired works to consider adding to our carefully curated selection. Recently, we welcomed the Icelandic brand Fischersund to Fumerie. They are an incredibly talented, artistic family that combine music, poetry and visual arts with their highly inspired Nordic creations.

We are currently working in collaboration with a highly respected and well-loved Italian perfumer who is creating an exclusive fragrance for Fumerie. It has been a fascinating journey of discussing the ethos of the fragrance, its inspirations, smelling different iterations and helping to design the presentation of the bottle, labels and outer packaging. We hope to have this incredible scent available by this summer. Stay tuned.”