The conditions could be ripe for Indian and Indian-inspired fragrances to break through in the United States. American consumers are gravitating toward niche fragrance brands and looking for deeper storytelling. According to an indie beauty report from NielsenIQ, niche fragrance brands represent the fastest-growing segment of the American fragrance market, with sales rising 46.3% in 2025 from the year prior and capturing 29% of the total market. By comparison, conglomerate-owned fragrance brands saw 11.4% growth, though they still maintain the lion’s share of category sales.

Cultural visibility is also playing a role. South Asian influences are appearing more prominently across food, fashion and beauty beyond yoga and Ayurveda. Homegrown brands are traveling outside India, and the beauty industry is focused on India, which surpassed China to become the largest country in the world last year, as a source of sales and dealmaking (see Estée Lauder’s acquisition of Forest Essentials).

“From butter chicken going viral on social media to fashion houses bringing in Indian influences with credit, I’m seeing a lot more cultural moments,” says Navneet Kaur, founder of fragrance brand Ruhveda.

Emily Bond, co-founder of consultancy Lotus Bridge Strategic Partners, believes the cultural shift, combined with India’s historical expertise in fragrance ingredients, positions the category for growth. She asserts the opportunity for emerging brands lies in maintaining authenticity while adapting to modern consumers.

“India brings true scent authority as one of the world’s largest suppliers of fragrance ingredients, providing global perfumery with many natural materials. Indian brands can break through in the U.S. by holding on to their authenticity while expressing it in modern relevant ways,” she says. “Storytelling will be key, along with an understanding of U.S. fragrance preferences to create perfumes that are authentically Indian, but wearable in the U.S.”

Ranavat, a nearly 9-year-old skincare and haircare brand from first-generation Indian American Michelle Ranavat, has taken that approach with a trio of fragrances—Spiritual Awakening, Ethereal Frequency and Infinite Resonance—it released in January priced at $185 each for 50-ml. bottles. The fragrances incorporate notes associated with India such as saffron, sandalwood, vetiver and jasmine.

“Unlike Western perfumery, which often focuses on structure and projection, Indian perfumery is deeply sensory and emotional, created to influence mood, energy and well-being,” says Ranavat. “Ranavat’s fragrances honor these origins while reinterpreting them through a modern, wearable lens.”

Founded in 2020 by siblings Akash and Nikita Mehta as an Ayurvedic-inspired haircare line, Fable & Mane is stretching into fragrance with $29 hair and body fragrance mists due out on March 24, including in the scents Madurai Jasmine, Jaipur Rose and Kerala Coconut intended to conjure up the temples, palaces and jungles of India. Akash says, “We wanted to create something that extends our ritual-based philosophy and allows our community to carry that feeling with them throughout the day, while taking them on a journey to iconic places in India.”

While brands like Ranavat and Fable & Mane are building on existing businesses, newcomer Ruhveda aims to spotlight India’s perfumery heritage more directly. Other brands drawing attention to India’s scent traditions are artisanal perfume house Anjali Perfumes, botanical beauty brand Secret Alchemist and Ayurvedic fragrance and skincare brand Soma Ayurvedic.

Before launching Ruhveda, Kaur built personalized skincare startup Love From Yours, which surpassed $10 million in revenue and expanded internationally. The company struggled to secure additional venture funding as the direct-to-consumer market cooled, prompting Kaur to turn her attention to fragrance with Ruhveda.

Kaur describes Ruhveda as one of the first Indian fine fragrance brands to enter the U.S. prestige beauty arena. The brand, which has raised $100,000 in angel funding, premiered last month in direct-to-consumer distribution and will launch online at Sephora on June 2 after participating in the retailer’s Accelerate program.

“I started researching very closely to realize that fragrance is one of the most blooming industries at the moment, and, sadly, there is no Indian brand on the global fragrance shelves,” says Kaur, pointing out that the ancient Indian city Kannauj is home to over 200 perfume distilleries and has been a hub for perfumery for more than 400 years. “We are a factory for the world, but we have a very rich culture that is yet to be celebrated and find representation. That’s what we are here to change.”

Ruhveda’s two debut fragrances—Dusky Diwali and Mughal Majesty—are strongly narrative driven. Mughal Majesty blends jasmine and leather to evoke the opulence of the Mughal era. Dusky Diwali captures the sensory experience of India’s Festival of Lights. A third fragrance inspired by mango season in India, the peak of the sweet fruit’s availability in the late spring to early summer, will arrive exclusively at Sephora in June.

“We start with a cultural story and then blend it into a mood board,” says Kaur, adding of Dusky Diwali, “It’s literally what a beautiful Diwali evening would smell like. The saffron is coming from the kitchen, pistachios are served in the platters, there is a whiff of florals in the house from the décor and sandalwood incense from the prayers.”

She assembled a group of 300 people, mostly Indian-American influencers, to test Ruhveda’s fragrances and provide feedback. “While we wanted the scents to be rooted in Indian stories and heritage, we also had to make sure that it fits with the best in the world,” she says. “We don’t want Ruhveda to be an ‘if you know’ brand where only if you’re South Asian would you understand our brand. We’re building Ruhveda to be an invitation to come experience our culture and be a part of it.”

Kaur’s goal is to eventually expand Ruhveda to the United Kingdom, Australia and India. She says, “Even India doesn’t have anything like Ruhveda, which is a smart and contemporary take on fragrance in the premium space.”