Best Upcoming Perfume Brands to Watch in 2025
In the world of fine perfumery, the excitement of discovering a new scent often rivals the thrill of wearing it. While established fragrance houses like Dior, Chanel, and Guerlain continue to dominate luxury counters, a new wave of niche perfume brands is redefining what it means to wear something truly exceptional.
As a fragrance expert who’s tested thousands of scents over the years, I can tell you — these rising perfume houses are not just making fragrances; they’re crafting olfactory works of art. They bring together the best of rare ingredients, artisan craftsmanship, and bold creativity, offering something the mainstream simply can’t replicate.
If you’re looking to expand your fragrance wardrobe in 2025 with scents that will turn heads for all the right reasons, here are the best upcoming perfume brands every perfume lover should know.
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MATIERE PREMIERE
- Raw Material Mastery
Founded in 2019 by master perfumer Aurélien Guichard — the nose behind creations for Gucci, Narciso Rodriguez, and Issey Miyake — Matiere Premiere is built around a simple yet powerful philosophy: focus on one raw material at a time and showcase it in its purest form.
The brand’s name literally translates to “raw material,” and it lives up to this promise with scents like Radical Rose, made from the highest concentration of rose oil possible, and Neroli Oranger, which captures the vibrant freshness of neroli with green and honeyed undertones.
Their perfumes are meticulously sourced — Guichard even grows some of the key ingredients himself on an organic farm in Grasse. This transparency and craftsmanship have quickly positioned Matiere Premiere as one of the most respected modern niche brands.
Fragrance style: Minimalist, ingredient-focused, elegant.
Notable launches: Radical Rose, Neroli Oranger, Encens Suave.
Radical Rose — intense rose absolute, luminous lift. 
Neroli Oranger — sparkling neroli with green facets. 
Encens Suave — resinous incense wrapped in amber. -
MAISON CRIVELLI
– Perfume as an Adventure
Founded by Thibaud Crivelli in 2018, Maison Crivelli turns real-life adventures into olfactory experiences. Each fragrance begins with a vivid personal memory — tasting spicy tea in a snowstorm, walking through saffron fields at sunrise — and transforms it into scent form.
The results are as unexpected as they are addictive. Papyrus Moleculaire pairs smoky woods with fresh green papyrus, while Iris Malikhân blends powdery iris with warm, creamy sandalwood and an exotic edge.
Every bottle is a reminder that perfume is not just something you wear — it’s a sensory journey. The brand’s unique concept and execution have earned it a loyal following among adventurous fragrance collectors.
Fragrance style: Textural, layered, and story-driven.
Notable launches: Iris Malikhân, Hibiscus Mahajád, Papyrus Moleculaire.Notable launches
Papyrus Moleculaire — smoky woods, green papyrus, mineral freshness. 
Iris Malikhân — velvety iris over creamy sandalwood. 
Hibiscus Mahajád — tart hibiscus, rose, luminous musks. -
AKRO
- The Rebel of Niche Perfumery
Launched in 2018 by Olivier Cresp — the legendary perfumer behind Mugler’s Angel — Akro is niche perfumery with a rebellious twist. Each fragrance is inspired by an indulgence or “vice” — coffee, chocolate, whiskey, cannabis, even sex.
Awake, a rich coffee scent, feels like walking into an artisan café at dawn, while Dark wraps you in velvety bitter chocolate with a hint of rum. Smoke channels the hazy, addictive pull of tobacco.
Akro’s genius lies in turning guilty pleasures into elegant, wearable fragrances — perfect for those who want their scent to make a statement without losing sophistication.
Fragrance style: Gourmand, provocative, unapologetic.
Notable launches: Awake, Dark, Smoke, Malt.Notable launches
Awake — fresh-ground coffee with bitter citrus bite. 
Dark — bittersweet chocolate, rum warmth, sensual dry-down. 
Smoke — tobacco haze, vanilla ember, cozy leather vibe.
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Floraïku
- Poetry in a Bottle
Created by the founders of Memo Paris, Floraïku takes inspiration from Japanese haiku poetry, tea ceremonies, and nature’s quiet beauty. Each fragrance is accompanied by a three-line poem, and the bottles are topped with striking, lacquer-like caps that double as travel sprays.
Fragrances like I See the Clouds Go By (blackcurrant, cherry blossom, white musk) are delicate yet memorable, while In the Dark blends vetiver with a smooth, smoky depth. The artistry extends beyond scent — these perfumes feel like collectible works of design.
Floraïku appeals to those who value both minimalism and luxury, offering a fresh take on artistic perfumery.
Fragrance style: Minimalist, refined, meditative.
Notable launches: I See the Clouds Go By, In the Dark, Cricket Song.Notable launches
I See the Clouds Go By — blackcurrant, cherry blossom, soft musk. 
In the Dark — polished vetiver with smoky depth. 
Cricket Song — magnolia whisper, airy tea nuance.
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ESSENTIAL PARFUMS
- Luxury made accessible
Essential Parfums launched with a clear mission: make high-quality, sustainable fragrances accessible without compromising artistry. They collaborate with world-famous perfumers like Nathalie Lorson and Sophie Labbé, giving them creative freedom without marketing constraints.
Bois Impérial, a fresh yet woody masterpiece by Quentin Bisch, has achieved cult status — praised for its versatility and impressive performance at a fraction of the price of comparable niche scents.
With eco-friendly packaging, sustainably sourced materials, and prices that make niche perfumery less intimidating, Essential Parfums is bridging the gap between accessibility and high-end quality.
Fragrance style: Versatile, eco-conscious, high-quality at fair prices.
Notable launches: Bois Impérial, Divine Vanille, Nice Bergamote.Notable launches
Bois Impérial — crisp woods, herbal sparkle, long-lasting. 
Divine Vanille — spiced vanilla, resin glow, elegant sweetness. 
Nice Bergamote — zesty bergamot, white florals, breezy musks. -
Les Bains Guerbois
- Parisian Nightlife in a Scent
Les Bains Guerbois has one of the most fascinating backstories in perfumery. Originally a 19th-century Parisian bathhouse, it later became an iconic nightclub in the 1980s, frequented by everyone from David Bowie to Grace Jones.
Its perfumes capture moments from this rich history — 2018 Roxo Tonic is an energetic cocktail of citrus, spice, and woods, while 2015 Le Phénix feels like the warmth of an intimate afterparty.
These scents are for those who love perfume with a strong sense of place and personality — sophisticated yet daring.
Fragrance style: Bold, nostalgic, chic.
Notable launches: 2018 Roxo Tonic, 2015 Le Phénix, 1978 Les Bains Douches.Notable launches
2018 Roxo Tonic — citrus fizz, spice kick, nightlife energy. 
2015 Le Phénix — amber warmth, woods, after-hours glow. 
1978 Les Bains Douches — clean musks, neon citrus, retro chic.
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JORUM STUDIO
- The Modern Artisan
Edinburgh’s Jorum Studio is one of the UK’s most intriguing artisanal perfume brands. Founded by perfumer Euan McCall, the house takes an experimental approach — blending botanical realism with conceptual artistry.
Medullary-ray captures the scent of polished wood and resin, while Pony Boy is an addictive mix of sweet florals and warm leather. These are perfumes for those who appreciate nuance and craftsmanship, and who enjoy scents that reveal new layers over time.
The brand’s limited distribution and distinctive aesthetic make it a quiet cult favourite among fragrance insiders.
Fragrance style: Atmospheric, textural, artisanal.
Notable launches: Medullary-ray, Pony Boy, Fantosmia.Notable launches
Medullary-ray — polished woods, resin sheen, quiet power. 
Pony Boy — sweet florals over warm leather. 
Fantosmia — abstract florals, metallic shimmer, modern mood.
Why These Brands Matter in 2025
What unites these upcoming niche perfume brands is their dedication to craftsmanship, originality, and storytelling. They’re not simply creating scents — they’re shaping experiences. Many operate in limited production runs, ensuring exclusivity and preserving quality.
For perfume lovers in India and beyond, exploring these brands means joining the conversation early — before the rest of the world catches on. In the crowded fragrance market, wearing something unique is the ultimate luxury.