Maison Crivelli is one of the most exciting new brands in niche. They have a clean, but bold aesthetic, and with their fragrances, they seek to subvert expectations, but also embolden customers to talk about and experience perfume in a new way. I’ve pegged it as a brand to watch and with so many gimmicky, cynical niche brands on the market, Maison Crivelli feels like it comes from a place of aunthentiticy. So yes, I’m excited by what they have on offer.

A few weeks ago I had the pleasure of chatting with the Maison’s founder, Thibaud Crivelli over Zoom. During our chat we talked about Thibaud’s origins in perfumery, how we works closely with perfumers to execute his vision, and how he believes in a very sensorial approach. We also touched on how the pandemic may impact the industry and how the industry can seek to be more sustainable. It was fascinating and insightful, and you can read it all below!

It was my Olfiction colleague and Fume Chat co-host, the iconic Nick Gilbert, that introduced me to Maison Crivelli, and I am so glad he did. This is a brand that strikes me as being carefully considered, right from the beautiful, simplistic and luxurious aesthetics, to the intriguing, unexpected fragrances, much in the same way that Frederic Malle fragrances are. But the most intriguing thing about Maison Crivelli is the way they speak about perfume – they talk in impressions and experiences, moving us away from notes to craft a relatable olfactory language that is universal.

The fragrances in the collection are inspired by raw materials and each appears to present a new twist on the notes or ingredients that we are familiar with. It’s almost as if Maison Crivelli is inviting us to rethink our experiences of these materials – we think we know them, but Maison Crivelli shows us that there are still unexpected ways to experience the things we are so familiar with. For me, that’s incredibly exciting and makes Maison Crivelli one of the few new niche brands to watch.

Papyrus Moléculaire is the one of the latest launches from the brand and it takes inspiration from the brand founder, Thibaud Crivelli’s encounter with papyrus powder and women smoking cigarillos. The result is a subversion of the usually spicy and warm material presented as something much fresher, more transparent and powdery. As with all scents in the collection Papyrus Moléculaire is entirely genderless, with Maison Crivelli describing it as “rebellious” and “highly contrasting”.

Love it or loathe it, the power of instagram cannot be denied. The platform has become a massive force in setting the trends of what we do and buy. Sure, there is lots of fakery and over-polished world views, and don’t get me started on the influencer culture, but what I admire about instagram is that it has become a really fantastic way to communicate fragrance.

Translating fragrance into a visual medium can be really effective and can take something so intangible and make it real. Some fragrance brands are really adept at getting the spirit of their scents (not to mention their brand) across, creating entirely unique visuals that are fun and exciting. Here are five fragrance brands that I think are killing it on instagram right now.