Key Takeaways
- Sephora is introducing rising fragrance brands Borntostandout and Fugazzi, which emphasize global influences and unique scent profiles.
- Fugazzi’s ‘Angel Dust’ and Borntostandout’s ‘Drunk Lovers’ are set to launch at 105 and 112 locations respectively on March 13.
- The move aligns with a growing trend toward high-end niche fragrances amid increasing polarization in the fragrance market.
Global Fragrance Trends at Sephora
Sephora is expanding its fragrance offerings by onboarding two emerging brands: Fugazzi and Borntostandout. This strategic move reflects the retailer’s understanding of its customers’ preferences for international influences and distinct fragrance experiences.
Fugazzi, founded by Bram Niessink, draws its name from the slang term “fugazi,” referring to something that is fake or insubstantial. With products like ‘Angel Dust,’ a woody scent featuring synthetic musk Cashmeran, Fugazzi aims to cater to introverted personalities. The brand will debut ‘Angel Dust’ along with four other fragrances—’Vanilla Haze,’ ‘Magic Mango,’ ‘Cloudh Nine,’ and ‘Orange Crush’—launching at 105 Sephora locations on March 13.
Meanwhile, Borntostandout, started by former investment banker Jun Lim, is known for its bold product names and cultural commentary through scents. The brand debuted online at Sephora on February 24 and will expand to 112 doors on March 13. Noteworthy scents include ‘Drunk Lovers,’ which blends earthy aromas with brandy, and ‘Dirty Rice,’ highlighting basmati rice’s unique warmth.
Both brands will collaborate on limited-edition scents in 2024 and a Paris pop-up event, emphasizing their shared edgy brand ethos that has attracted niche fragrance enthusiasts. This launch comes at a time when the fragrance market is evolving, with customers increasingly open to high-end niche offerings. The influx of new brands indicates a shift toward a more sophisticated set of choices for fragrance aficionados, as Sephora seeks to compete with rivals such as Ulta Beauty.
Pricing for Fugazzi starts at $120 for a 1.7-oz. eau de parfum and reaches up to $180 for ‘Angel Dust’s’ extrait de parfum. On the other hand, Borntostandout prices its products starting from $39 for travel sprays, with 1.7-oz. eau de parfums priced at $220. Both brands offer variations that include higher concentration fragrances and lighter eau intimité options.
Industry expert Pierre Vouard notes that the humorous and provocative nature of both brands makes fragrance more accessible and playful. He emphasizes that the introduction of Borntostandout, classified as an ultra-luxury brand, signals Sephora’s optimism in this competitive landscape. The fragrance market is currently polarized, with sales of high-priced perfumes growing significantly while mid-range options struggle. According to data from Circana, fragrances above $150 saw a 14% increase in the first quarter of 2025.
Sephora’s broader global strategy involves identifying emerging brands and expanding them across different markets. Fugazzi recently launched in the Middle East and has seen rapid growth in the UK, while Borntostandout has a footprint in 65 countries, including major retailers like Selfridges and Harrods.
Tariffs imposed in recent years have complicated access to international brands, making Sephora’s introduction of these fragrances significant. This step hints at a strong consumer demand for diverse, globally-inspired scent offerings despite trade challenges.
As the U.S. fragrance market remains competitive, there’s uncertainty about whether these new launches will resonate deeply with customers. Some industry insiders note that the brands currently lack user-generated content, which has been pivotal for success in the American market. Nevertheless, Fugazzi has reported significant sales growth, while Borntostandout is projected to reach around $10 million in revenues by 2026.
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