Niche perfumery has come a long way from being the slightly eccentric alternative to the big fragrance houses. Fragrance has been one of beauty's great success stories, growing by around 8% a year in recent years, and it’s expected to continue growing by about 6% annually into 2030. High-end niche fragrances are expected to be one of the biggest drivers, and it's easy to see why; smaller houses can take risks, use unusual materials and create perfumes that don't have to appeal to everyone. Luca Turin has enthusiastically said, “I think it's terrific – the more the better,” and Neshama's Ninth Wave is a perfect example.
