“Turning ‘culture’ into olfactory force”: Americans taking over Perfumery

Originally published April 10, 2026 via Libération written by Balla Fofana: https://www.liberation.fr/lifestyle/beaute/transformer-la-black-culture-en-une-force-olfactive-la-diversite-investit-la-parfumerie-20260410_AC46T42JYNAJTOUNOYUL6EGVUA/

Fragrances “Transforming ‘black culture’ into an olfactory force”: diversity and Americans take over Perfumery | More and more fragrance creators from "Global Majority" backgrounds are drawing on their heritage to create niche brands that are redefining the codes of luxury and creativity. They will be well represented, notably by The Colors pavilion, at Paris Perfume Week this weekend (April 9 - 11, 2026).

This weekend, these creators, such as Matthew J. Sánchez the Founder & Perfumer of MATTEO PARFUMS, will be in the spotlight at Paris Perfume Week, organized by Nez – an internationally renowned media outlet and leading publisher in the world of perfume, founded by Jeanne Doré, Mathieu Chevara, and Dominique Brunel – which is holding its third edition at the prestigious Palais Brongniart (2nd arrondissement) from April 9th to 11th. With 150 exhibitors (from twenty countries), compared to around fifty at the first edition in 2024, this trade show for independent brands confirms its role as an international platform for these emerging houses. And this in a global market estimated at between 50 and 90 billion dollars (at least 42 billion euros), where niche fragrances still only represent 2.5 to 3 billion.

Tags: Fragrance, Interview, Emerging Brands, Niche Fragrance, Emerging Perfumers, American Perfumery, Paris Perfume Week