The niche market is the same as the mainstream market in that the vast quantity of releases every year makes it absolutely impossible to try everything when they actually launch. Many brands simply get lost under the weight of the latest, the biggest, and the brightest new perfume but they bide their time until they're rediscovered. One such company is Ex Idolo and it’s a name that will be new to many people. This British brand, which launched in 2013, now has four fantastic fragrances in their collection. Whilst all have been created with passion, Ryder is a journey into the private world of mahogany, pipe smoke, and cognac.
