Exploring How Fragrance Tastemaker Stéle Is Transforming The Scent Industry

The Rise of Independent Perfumery: A New Era for Fragrance

In recent years, the fragrance landscape has undergone a remarkable transformation, spearheaded by independent retailers like Stéle in New York. Founded by Matt Belanger and Jake Levy in April 2024, Stéle has established itself as a game changer in the fragrance industry, moving away from the mainstream conventions that have long dominated scents and embracing artistry, uniqueness, and a more intimate relationship with both customers and perfumers.

Taking a unique approach, Stéle curates its offerings based on instinct rather than distributor-led sameness. The result is a store that has quickly garnered attention not just from fragrance aficionados, but also from competitors who are keen to understand its secret to success. With revenue soaring 262% in 2025, Stéle illustrates how a focus on independent perfumery can redefine consumer expectations. "Most people don’t wear fragrance, so once it can prove that it’s sustainable, I think we’re going to see massive growth in the future," predicts Levy.

Artisanal Fragrance: Shifting the Norm

The duo believes that independent perfumery is moving closer to the forefront of consumer choices. In the past, most perfumeries had an 80/20 split between mainstream and independent artisanal fragrances. However, they see this trend reversing to 40% mainstream and 60% independent. This shift speaks to a growing consumer desire for authenticity and artistry in their fragrance choices.

The emphasis on unique, founder-led stories has proved fruitful, sparking a wave of new fragrance shops across the country. Consumers flock to stores that offer a sense of community over corporate identity. “So, the fact that viable businesses are opening and succeeding at the moment that aren’t holding private-equity backed brands is a rise of something. It’s seismic,” Levy enthuses.

The New Standard: Smaller Bottles

One fascinating trend emerging from this shift is the growing popularity of 50-ml bottles over the traditional 100-ml sizes. Many fragrance collectors prefer these smaller bottles, allowing them to diversify their fragrance collections more easily and adapt their scents to fit their moods. As Belanger points out, “They want bottles that will not live past their lifetime.” Brands have responded to this consumer preference by not only offering more compact sizes but also ensuring that 50-ml bottles are designed to be just as attractive as their larger counterparts.

Unique Olfactory Experiences

As Stéle continues to expand its offerings, it has detected a surge in demand for uncommon fragrance notes. Levy notes, “Perfumers are coming up with new expressions of what something smells like, which I think is very unique and interesting.” This exploration of unconventional scents is pushing the boundaries of fragrance composition and allowing for more expressive and personal scent profiles.

For instance, niche brands are increasingly incorporating unexpected notes like "hot fax machine" and “sunshine” into their blends. These imaginative choices enable wearers to express their individuality in ways that traditional, formulaic fragrance compositions often do not.

Marketing: From Sexualization to Style

With changing consumer preferences, Levy predicts that the marketing of fragrances will see a significant shift away from overtly sexualized images and toward more fashion-centric content. Modern brands are focusing on individuality and style rather than seduction, appealing more to a conscious consumer base that values authenticity and connection over cliché marketing tactics.

Brands like Lore, Merit, and Glossier exemplify this transition, leading the charge with fragrance campaigns that prioritize aesthetics and personalized experiences. With younger consumers, especially Gen Z, gravitating toward unique, stylish fragrances, traditional marketing-heavy strategies are rapidly becoming outdated.

Looking Ahead: What’s Next for Fragrance?

As Stéle and other independent perfumeries take center stage, the fragrance community may continue to embrace innovation and witness a wider acceptance of niche brands validating the notion that fragrance can be a direct reflection of personal identity. This new chapter invites consumers to discover and adopt fragrances that resonate on a deeper emotional level, further making the case that scent is, indeed, an art form.

In this evolving landscape, it’s essential to remain curious and explore the diverse offerings available. Independent perfumeries like Stéle are not just stores; they are spaces of discovery that celebrate the connection between fragrance and personal expression.