It’s no secret that L'Oréal has been beefing up its niche fragrance investments in 2025. The French conglomerate acquired a minority stake in luxury Oman fragrance brand AMOUAGE and South Korean niche brand Borntostandout in February — but it’s also turning its attention inward. On Thursday, the L’Oréal-owned Yves Saint Laurent beauty line announced the relaunch of its higher-priced Le Vestiaire des Parfums fragrance collection along with the addition of a new perfume to the line, Muse. YSL already has more than one fragrance blockbuster under its belt, including 2014’s Black Opium and 2019’s Libre. But keeping pace with market demands means investing in the booming niche sector. In this piece by Emily Jensen, we speak to Alicia Restino (Jacquet), and Marie Salamagne of dsm-firmenich. https://lnkd.in/efRsNnyQ
