The Future of Niche Fragrance: An Interview with Lee Martin, Founder of The Niche Show

With The Niche Show returning on Thursday 23rd and Friday 24th April, anticipation is growing ahead of this year’s event. Now in its second edition, the London-based exhibition brings together over 40 fragrance brands from around the world, with dedicated days for industry professionals and the wider fragrance community.

Created to celebrate the art of niche perfumery, The Niche Show gives visitors the opportunity to discover emerging brands, meet founders, explore new launches and experience fragrance beyond the mainstream. This year’s event will take place at Mall Galleries, one of London’s most iconic artistic venues.

As proud sponsors of this year’s show, we spoke with Lee Martin, founder of The Niche Show, about the future of fragrance, emerging brands to watch, shifting consumer behaviour and what visitors can expect from the second edition.

Which up and coming fragrance brands are you most excited about now? Who should we all have on our radar for 2026?

“I think there might be too many to mentioned, I'd say Almost Human, Brodēon and Pernoire plus ÉDIT(h) is also big one for me as I fell in love with Japan after two trips to Tokyo last year. Asia has some really interesting brands which are using a much more detailed orientated approach, Zhufu was another highlight discovery from China.

Premiere Peau and Qhue are brands I am really excited to try as their bottles and packaging look so epic. French Cowboy is making a lot of noise, so I'm curious to see if they live up to the hype.”

What trends you are seeing in the industry for 2026/2027 in packaging styles and fragrance profiles?

“I see a big trend for smaller sized fragrance formats; consumers are wanting to buy into more fragrances so are looking more at 50 & 30mls rather than traditional 100mls.

The ownership experience is shifting, there are more enthusiasts and collectors than ever, so brands will be putting a focus on how they will secure their positions in those collections through their packaging and bottle design.

There is already a huge wave in the ultra-niche sector with brands like Toskovat, Neanderthal and Filippo Sorcinelli. Consumers are buying for more than just wearability, they are also buying for curiosity and obscurity. I believe this will translate through to niche and also designer as profiles evolve and safety of scent is less of a priority.”

How has the industry changed in the last few years, and where do you expect it to evolve to in the future?

“In the last few years, I have really seen that safety and likability are being thrown to one side and bold uniqueness is the new priority number one. This is really positive in my eyes as it opens up a new pathway for perfumers, artisans and brands.

The huge wave of new entrant brands has definitely been a major change, together with the awareness of the consumers. Their knowledge and perception of what a fragrance can now be in the present day has really evolved in such as short space of time.

I do see personalisation and rarity becoming prevalent in the future, as the market expands brands will have to create more value points and I believe consumers will be willing to spend big on something that is individual to them.”

How has sustainability affected the industry? Do you see this as a positive or negative impact overall?

“Overall, definitely a positive impact, I do believe technology and innovation has taken away any drawbacks of recent regulations related to sustainability.”

What can we expect to see from the Niche Show that we didn't see last year?

“A bigger environment is the first major change we have made comparing to last year. Together with that we have focused on giving visitors more visuals to support their overall journey and experience at the show, this will also give the brands more dimension. Our brand selection is also larger and deeper, with around 18 countries being represented under one roof which is incredible!

Of course, we added another day to ensure everyone has the best opportunity to visit the show. Plus, we have welcomed KeepMe Lifestyle as a partner. The second edition will be more well-rounded as we will have a services area with businesses present to support those who wish to start their own journey within the fragrance industry.”

Thank you to Lee Martin for taking the time to share his insights with us.

We are proud to be partnering with The Niche Show this year and look forward to seeing the event come to life.

The Future of Fragrance

From bold scent directions and changing buying habits to packaging innovation and global brand discovery, it is clear that niche fragrance continues to evolve at pace.

We are proud to be supporting The Niche Show this year and look forward to seeing the creativity, craftsmanship and innovation on display.

If you are attending the show, we hope to see you there!

Let’s Work Together

Whether you’re:

• Launching your first fragrance brand
• Developing bespoke bottles, packaging or components
• Looking to elevate an existing product
• Exploring how to bring a new concept to market

We’re here to help.

From bottles and packaging to sourcing, production and creative support, we work with both emerging and established brands to turn ideas into production-ready products.

If you’re ready to start your journey, contact us to speak with the KeepMe Lifestyle team.

You can also explore our portfolio to see recent projects and discover how we support fragrance brands.