The Swedish brand and the Geneva-headquartered fragrance manufacturer have joined forces to launch Top Scents, a collection of affordable niche fragrances.
At the centre of the Top Scents range are seven emerging perfumers selected from Givaudan Perfumery School in Argenteuil, near Paris, France. Working from six creative briefs developed by Oriflame, the young talents took part in a competition designed “to challenge convention” and “encourage bold, contemporary thinking.” Their creations were evaluated by a jury of master perfumers including Calice Becker, Headmaster of the Givaudan Perfumery School and renown perfumer, with final selections shaped by votes from the 400 Oriflame Beauty Entrepreneurs.
The project brings together up-and-coming perfumers from Japan to France bringing different cultural perspectives to help shape this unique collection. According to Oriflame, the outcome is “a cohesive range of six niche fragrances, each distinct in character, yet united by a spirit of curiosity, originality and creative independence.”
Anna Malmhake, Oriflame’s CEO, commented, "The global fragrance market has experienced a strong ’boom’ over the last 12–18 months, with growth driven by premiumisation, Gen Z demand, and the rise of niche, artisanal brands. We wanted to marry this opportunity with our mission to support up-and-coming talent, a commitment we have upheld for nearly 60 years."
Elena Degtyareva, Chief Marketing Officer at Oriflame, added, "Oriflame has always believed in unlocking potential, whether through entrepreneurship, creativity or self-expression. Top Scents brings those values into fine fragrance, while offering consumers a new and accessible way to experience niche perfumery."
The first two fragrances from this exclusive collection are: Top Scents Rose Mode Eau de Parfum, a modern floral-woody scent enriched with Givaudan’s exclusive musk captives, created by Julie Noé; and Top Scents Neon Oud, a bold woody-ambery composition that reimagines oud through fruits and smoke contrasts, created by Andrea Montanari.
The two new products are offered at a price of 55 pounds (or 60 euros), a rather competitive positioning in this category. Further launches from the collection will follow throughout 2026.
