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Once reserved for the few—hidden in side-street boutiques, obscure Reddit forums, or fragrance-savvy regions like the Middle East—niche fragrances are now everywhere.

Available online, in department stores, and specialty boutiques, they are making headlines, appearing on the radio, and sparking conversations around at dinner tables, driven largely by social media, especially TikTok.

Spend a few minutes scrolling through hashtag#Perfumetok, and you’ll quickly see which brands are flying off the shelves 💸

🥇 Xerjoff Group S.p.A.
🥈 Parfums de Marly
🥉 Creed Aventus* (yes, just the fragrance alone)
hashtag#4️⃣ MANCERA perfume
hashtag#5️⃣ Montale Paris

Yet, it’s not the brands’ own messaging on TikTok that drives the buzz. It’s the creator economy—through countless authentic voices driving the conversation.

All in?🙎‍♂️

Some brands lean more or less into this engagement. Parfums de Marly stands out with a highly interactive presence, similar to KAYALI, which would’ve ranked second with 325.6 million views and 17.3k videos, thanks in large part to strong connections and closeness to customers and influencers.

On the other hand, Maison Francis Kurkdjian hashtag#6️⃣ adopts a more reserved strategy. By keeping its distance from TikTok and avoiding free PR, MFK cultivates a sense of mystery and exclusivity—a quieter yet equally impactful buzz.

Then there are brands like UNUM Collection, Nasomatto, and Adi Ale Van, with provocative concepts—think Hannibal Lector and bodily fluids—that creators simply can’t not talk about.

Turning the List on Its Head 🤸‍♂️

Not every brand will want to top the chart.

Some of my personal favorites sit at the bottom, or didn’t have enough data to feature at all—perhaps because they are harder to find, sometimes deliberately.

For a niche brand, success isn’t about reaching as many people as possible—it’s about reaching the right people, at the right time, in the right places, with the right messages.

It’s not about how many people know, see, or own the product. Instead, long-term success is measured by the balance between those who dream of owning it and those who actually do.

Through this lens, the rankings could take on a whole new meaning. For brands and connoisseurs pursuing exclusivity, the list could even be turned upside down. In the end, it’s about who a brand chooses to be a dream for.

And with all eyes now on niche, the challenge is clearly no longer being seen—it’s staying a coveted dream 🌙

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The data sourced is based on the most common hashtag used by TikTok users to talk about different niche fragrance brands in 2024. Some brands are missing due to naming issues or lack of data.
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