The $45.85 billion global fragrance market is showing no signs of slowing down, and with that flourishing growth comes the search for the correct venues to display and sell products. More than any other beauty product, perfumes best sell themselves through direct physical contact—unless you ask the legions of #perfumetok followers who are happy to snap up their favorite influencer recommendations as blind buys. For those shopping in-store, a curated selection and personalized recommendations can make all the difference for deciphering the vast sea of products.Especially in the artisan category of fragrance—where narratives, inspirations, and unconventional ingredient pairings often take priority over snapping up the bestseller of the month—a thoughtful brick-and-mortar experience is paramount. “Historically and even more so today, they provide an alternative voice to mainstream fragrance,” comments Christopher Yu, Managing Director of United Perfumes and co-founder of Ostens. “Like any industry—I love comparing us to the indie music scene—at best, we start to force the mainstream to listen to what we have pioneered and gain a larger audience, and at the least, we find our niche audience who, while small, appreciate what we do and help us continue to make more just for them.”Silvio Levi, co-founder of Esxence, Pitti Immagine Fragranze, and Nose Paris, as well as owner of Calé Fragranze d'Autore, sees the increase in M&A transactions and single-brand flagship shop openings, paired with fewer opportunities for medium and small-sized brands to be stocked at department stores, as an opportunity for independent retailers to shine.