The fragrance industry is not widely associated with innovation. Unlike the rest of the rapidly evolving beauty world, it favours classicism and tradition over Next Big Things. But there’s a shift in focus on the horizon, thanks to a host of disruptors that refuse to conform to tried-and-tested methods, opting to think outside the faceted glass bottle instead.
We now demand more from our beauty products than ever before, so it seems only right that the heritage-steeped world of perfumery should follow suit. In the same way a heavily retouched photo of a 17-year-old supermodel no longer has us running to the shops for the latest mascara, a budget-busting fragrance ad – think same supermodel, candy-floss dress, Parisian balcony – doesn’t quite sell us another powdery floral scent. A fragrance revolution couldn’t have come at a better time. Click through for our roundup of the cutting-edge brands to have on your radar.