We’re living in the era of fragrance. Right now, deciding on the way we smell is just as intentional as the bag we carry, or the sunglasses we wear (also, cheaper – think the lipstick index, but for fragrance). What’s more, scent is invisible – it fills the space between two people. What could be more special than that?
One indie perfume house playing in this space is Phlur. It belongs to Chriselle Lim, an influencer turned beauty entrepreneur who has single-handedly created several cult scents based on poignant moments in her life. Take Father Figure, a gender-neutral perfume that came off the back of her divorce, where she suddenly had to be both parents at once. Phlur is also known right now for owning the gourmand category – sweet, syrupy, food-adjacent smells like Heavy Cream (marshmallow, mousse, vanilla cream) or Strawberry Letter (red berries, apple blossom). The brand just launched at Mecca, but much of it is currently sold out… You might also be an existing brand fan, but want to expand your repertoire, and so we’ve rounded up some of the best brands like Phlur. Different, but equally disarming.
BORNTOSTANDOUT
Borntostandout is a Korean fragrance house with a bold approach to scent compositions. Founded by burnt out investment banker turned perfumer Jun Lim, it’s developed a cult following thanks to its tongue-in-cheek humour and super sexy scents.
Try: Nanatopia, a candied blend of banana bread, nutmeg, caramel, rum and cinnamon (very Banofee pie coded).
Boy Smells
Boy Smells is a Los Angeles founded perfume house founded by Matthew Herman and David Kien. The brand celebrates the fluidity of gender – the perfumes are neither masculine nor feminine – as well as off-beat note compositions like Rose Load and Suede Pony.
Try: LES, a primal, juicy mix of peony, pomelo, vanilla and ambrox. It’s sexy and fun with a soft edge.
Fugazzi
Fugazzi founder Bram Niessink was apparently inspired by the story of Cleopatra conquering Caesar simply by smelling good. Now, his approach to fragrance is rebellious and illusive, with mouth-watering hero notes like creamy vanilla, mango, ginger and cannabis.
Try: Angel Dust. This scent is soothing, soft and ethereal, almost like a bright white aura. With notes of cashmere, pepper and white amber crystals, it’s the perfect non-perfume perfume.
Ellis Brooklyn
Founded by former beauty columnist Bee Shapiro, Ellis Brooklyn came from Bee’s search for a pregnancy-safe perfume, but soon evolved into clean scents that are characterised by bright, joyous note profiles.
Try: Miami Nectar. Categorised as a tropical gourmand, Miami Nectar is super sweet, juicy and sticky – there’s coconut water, salty wood, plum and pineapple. If you could bottle up the smell of sipping a pina colada during a summer storm, this would be it.
The Maker
Founded by the duo behind Fresh Beauty, Lev Glazman and Aline Roytberg, The Maker is inspired by its NYC hotel counterpart, with the intention of bottling up the feeling that comes from staying in a luxury hotel. The perfumes push the gourmand category to its limit: think notes like vanilla, cinnamon butter, fig and peach. But more importantly the capture a feeling – a fling in a new city, the fluffy warmth of a hotel bed or the sense of unknown that comes with travel.
Try: Dream, a cosy mix of vanilla bourbon, magnolia and amber glaze.
Nette
Nette has gained a cult following thanks to its creative approach to perfume-making. Each scent is inspired by a fictional protagonist in a made-up world. They’re scents with stories behind them. Designed to boost the wearer’s mood, each bottle also comes with a poem engraved.
Try: Lemon Puff, a candied lemon and whipped meringue masterpiece that smells a little Italian, but mostly like a Parisienne patisserie.
Killian Paris
Killian has been an in the know niche perfume house for years, but gained a lot of attention when it was reported that Rhianna, who allegedly smells like ‘an angel’, exclusively wore its Love Don’t Be Shy. If you want rich, provocative perfume with staying power, Killian is a safe bet.
Try: Angel’s Share. An homage to cognac making, this smells like a sexy bar with notes of dark liquor, oak, tonka and cinnamon.
Tom Ford
Wearing a Tom Ford fragrance is like telling the world you’re somebody. Known for rich florals, dark woods and sexy sentiments (F*cking Fabulous was a real moment when it launched) the entire portfolio is bold, emotive and designed to stir emotion.
Try: Rose Prick, an airy, sugary mix of rose and musk. Super feminine and cloying in the best possible way.
Maison Margiela Replica
Replica fragrances, Like Phlur, are all about bottling up a feeling. Inspired by vignettes, picturesque scenes or moments in time, wearing any Margiela fragrance is guaranteed to change your mood in an instant.
Try: Bubble Bath, a soapy, frothy mix of rose, powder, patchouli and white musk.
