Everyone says it – niche fragrances are having their moment. Apparently, there is a sharp decline in the popularity of celebrity perfumes (no surprise there) while body sprays have lifted a slumping fragrance market. Overall, however, the stats move in favour of niche fragrance (back in 2014, Estee Lauder snapped up the Frederic Malle and Le Labo brands, foreseeing the shift) which are growing in popularity. So, if you’re bringing a new fragrance to market, now is the time to do it.
New brand, Eliza Grace, is a personal journey for creator, Tonya Kidd-Beggs, who headed to Grasse to bring her concepts to life. I’ve tried No.01, a blend of citrus, cedarwood, jasmine, heliotrope and fig-tea accords with amber down-notes. It’s surprisingly unisex (as are all the Stories, despite the not at all unisex name!) and warms gently on the skin to become unobtrusively present and an easy wear.
While I don’t think anyone should be categorized by the fragrances they like, unisex fragrances sometimes lack impact because they can be perceived as staying on the fence in terms of their own definition. If pressed, I would put No.01 more in the masculine category – or, rather, my own perception of – but if you like a smooth, woody, citrus led scent that sits amiably on the skin, it’s the one for you. 15ml is £50 HERE.
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