Key Takeaways
- Fascent, founded by Fanny Descamps and Edwina Réthoré, aims to democratize niche perfumery and has gained traction in the U.S. market.
- The brand offers six fragrances priced at $78 each, emphasizing a playful approach to scent layering.
- Sustainability is a core value, with eco-friendly packaging and refill options available for consumers.
Tackling Elitism in Niche Perfumery
Fanny Descamps and Edwina Réthoré, both seasoned professionals in the beauty industry, launched Fascent in 2023 to make niche perfumery more accessible. They were inspired by their belief that the market had become overly elitist and disconnected from everyday experiences. Descamps noted that while niche fragrances are often beautifully crafted, they can be difficult to access and understand.
With backgrounds including prestigious companies like LVMH and Guerlain, the founders sought to change the perception of niche fragrances. Their brand has quickly entered notable American retailers such as Arielle Shoshana and Revolve, positioning itself for growth in a competitive market.
The philosophy behind Fascent is to provide consumers with the freedom to express their multifaceted personalities through scent. “The way we see it, we all have one personality, but with many facets,” Descamps commented. This playful approach allows users to layer fragrances based on their mood or occasion, moving away from the rigid concept of a signature scent.
Fascent offers six distinct fragrances, each priced at $78 for a 30-ml bottle. These include varieties like Milky No Way, a woody scent, and Radical Softness, which is skin-like in nature. Looking ahead, Fascent anticipates generating approximately $2.3 million in sales by 2026, with direct-to-consumer sales having surged by 435% from September 2024 to September 2025.
To finance their venture, the co-founders allocated around $230,000, utilizing grants, bank loans, and other funding sources. A year later, they secured an additional $115,000 in bank financing to aid further expansion.
Fascent intentionally targets younger consumers, including Gen Z and millennials, who are redefining fragrance usage. Market research shows that fragrance consumption among Gen Z has risen significantly, reflecting a trend of exploration and self-expression within the fragrance category. Réthoré emphasizes this adaptability, describing perfume as a lifestyle tool rather than a rigid ritual.
To assist new customers in their fragrance journey, Fascent offers an online quiz designed using the Olfactory Stimulation Therapy and Memory Reconstruction (OSTMR) method. This interactive feature helps customers find scents aligned with their personal emotions and expectations in just ten questions. The quiz serves as a fun introduction to the brand, encouraging users to explore their preferences freely.
Sustainability is central to Fascent’s mission. The brand’s packaging is eco-friendly, using recycled glass for bottles, 3D-printed corn-starch caps, and Forest Stewardship Council-certified boxes. Additionally, Fascent provides refill options in glass ampoules, and its fragrance formulas are free from preservatives and additives.
To cater to potential customers eager to sample multiple scents, the brand offers a discovery set featuring 2-ml vials of five fragrances for $25, which has proven to be a popular option.
Fascent continues to expand its presence in key markets, including France, the U.K., Italy, Belgium, Spain, Japan, and the Netherlands, alongside its growing U.S. distribution. The brand has cultivated a dedicated online community, gaining approximately 800 new followers each month. Réthoré highlighted the positive reception in the U.S. market, especially with their partnership with Revolve, and noted a plan to establish a local warehouse to enhance logistics and support growth.
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