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The letter.
Weekly updates from the machine room. Highlights, lowlights and everything in between. The meditations behind the publishing house.
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76 issues
September 2026
The Letter No. 6 - the making of
A morning in the studio, a painting on its way to a scanner, and the corner of this business nobody sees.
August 2026
The Letter No. 5 — the rules of the game
The post that travelled further than anything we've done, four bottles from New York, and five samples looking for a home.
August 2026
The Letter No. 4 — the first half
Two artworks, a new name on the team, and two packages I didn't order.
August 2026
The Letter No. 3 — the artists
One perfumer, two artists, and two very different worlds.
August 2026
The Letter No. 2 — Two, not one
A lab in Berlin, and a name you haven't heard yet.
July 2026
The Letter No. 1 — Fragrant Friend
An old shoe, a new pepper, and the season that quietly decides Christmas.
May 2026
A Stand-Up Set for Fragrance Addicts
While developing New Niche fragrance #2 with perfumers Chester Gibs and Dario Siegel, a reflection on creative freedom vs. structure. Plus: Luisant…
April 2026
Are Some Fragrances Dupe-Proof?
How perception shapes scent, why Gen Z favours curiosity over loyalty, and how captive molecules redefine perfumery — plus Spicy Road, Agapimu and…
April 2026
COUNTDOWN (5/5) - Before the World Moved Again is Here
The launch of New Niche's first fragrance, Before the World Moved Again by Chester Gibs — with first reactions from Ineta (Perfumographer), Kurt…
April 2026
COUNTDOWN (4/5) - Your Invitation to Shape History
Act four: an invitation to the first 25 readers to become founding members of the house — a personal dedication from Chester, an early sample of…
April 2026
COUNTDOWN (3/5) - The Fragrance Industry is Broken
Act three of the countdown: the model behind New Niche — a fragrance publishing house where perfumers are authors, with total creative freedom…
April 2026
COUNTDOWN (2/5) - 700+ Days and the Soul of Scent
Act two of the five-part countdown. Reader stories — Cristi, Aron, Wasim — and an Amsterdam meetup that revealed why scent is fundamentally about…
April 2026
COUNTDOWN (1/5) - I refused to accept the fragrance illusion
The first of a five-part countdown. How a marketing myth behind a bottle of Eight & Bob sparked a 700-day search for truth in perfumery — and the…
April 2026
The Death of the "Middle Market"
Two hours with Christophe Laudamiel, the disappearing middle market, L'Oréal's Creed acquisition, and Nathalie Feisthauer on leaving IFF & Givaudan —…
April 2026
All eyes on Chinese Perfume
Why the whole industry is trying to secure its place in China, and how a new generation is redefining perfumery beyond Western logic — plus Mother's…
March 2026
Will this mean a Perfume Monopoly?
Puig acquires Byredo, Estée Lauder takes Tom Ford, and the sandalwood supply crisis — plus Debaser in Bloom, Spring 26 and Yuma, and a MythBusters on…
March 2026
2026: A Perfume Bubble Year?
Is a perfume bubble forming? Fake luxury, trade-fair overload and lost patience — plus Crème Ébène by Nicolaï, Karmacoma by Anomalia Paris and…
March 2026
15 Game Changer Fragrances
BeautyMatter's Future50, Spate's fragrance data and Michel Gutsatz's niche-market critique — plus Vanilla CO₂ & Oud by Joschka Klee, Gauguin by…
March 2026
Power, Perception & the Future of Niche
On gatekeepers and perfume influencers, ingredient transparency and smell health — plus Molecule 01 Champaca, Egocentrique and Eau d'Éclat, and a…
February 2026
The Rise Of Fragrance Clubs
Perfume clubs against urban loneliness, the discount crisis in niche perfumery and Amouage's record year — plus Tonka Kumaru, 13.2 Métarosme and the…
February 2026
Three Niche Releases That Shape 2026
Christophe Laudamiel on authorship, Antoine Lie's Free Perfumers Society and niche fatigue — plus Serge Lutens La Nuit Tombée, Zoologist Chameleon…
February 2026
Scently's little brother is here: The Lab
Scently Speaking returns, and the Lab — a personal journal of building a fragrance publisher — is introduced. Plus the packaging revolution, slow…
December 2025
We're Back. And Yes, We Missed You.
After fifteen months of building New Niche, the first fragrance — Before the World Moved Again by Chester Gibs — is revealed. Plus dupe economics…
August 2025
It's Official - Our Name Is Here!
From the first Amsterdam meetup, the name of the fragrance publisher is revealed: New Niche Publishing. Plus new releases from Anomalia, Annindriya…
July 2025
See you tomorrow!
On the eve of the first Amsterdam meetup — plus the Ozempic effect on perfume, the fragrance-house battlefield and mood science, new releases from…
July 2025
Meet the Scent Shapers
Andy Tauer's Rose & Vanilla Absolue debut, Byredo's founder exit and Grasse Perfume Week — plus releases from Tauer, Manos Gerakinis and Anatole…
June 2025
Hyper Niche Fragrances Just Dropped
Niche vs. hyper-niche, McKinsey on scent outpacing skincare, and Osmo's scent taxonomy — plus D:SOL, Ensar Oud and Ciatu, and a MythBusters on…
June 2025
And the Oscar of Perfumery goes to ...
The 2025 Art and Olfaction Awards, space smells, and Basenotes in peril — plus YLEM, D.S. & Durga and PIGMENTARIUM, and a MythBusters on whether…
May 2025
Scently's #1 Community Meetup
An invitation to the first Amsterdam community gathering — plus industry illusions, Middle Eastern masters and the Gen Z scent revolution, a Strictly…
May 2025
Scently's 1st scents are here...
Chester Gibs blends the final modifications of debut scent Reflection with Dario Siegel in Offenbach — plus transparency in perfumery, tariffs and…
April 2025
Scently's Publishing House Manifesto
The first brand-identity session with Tsubaki Studio and the vision of a fragrance publishing house — plus Myromi, the Art and Olfaction finalists…
April 2025
A Niche Brand for Connoisseurs
Finding a design partner in Tsubaki Studio — plus Goutal acquired, the fading of signature styles and an Oxford olfaction course, a spotlight on…
April 2025
UK's Best-Kept Niche Secret
The first Scently Speaking video podcast on tuberose — plus a 46,500-entry scent database, a perfume zine, Paris Perfume Week 2025, a spotlight on…
March 2025
Meet the First AI Perfume Brand
The Scently community explores the theme Reflection and the publishing house gets a name — plus Brazil's boom, Osmo's AI brand Generation and…
March 2025
The Nose Behind Our First Scent...
The reveal of our first perfumer, Chester Gibs, and the theme Reflection — plus État Libre d'Orange at 18, the Malle legacy and scent saturation, a…
March 2025
See you tonight & Esxence Highlights
The live kickoff of our first scent's development — plus Esxence 2025 highlights (Tobba, Prin Lomros, Aholic, Les Indemodables, Extra Virgo, Mark…
February 2025
The Theme of Our First Fragrance Is...
The community fragrance theme — Reflection — and how to join the live kickoff, plus AI perfumery, L'Oréal's shopping spree and Kayali reborn, a…
February 2025
Unveiling the Perfumer - Live Event!
The kickoff details for the community fragrance — plus smart scent tech, Domino's pepperoni perfume and the fragrance declutter trend, a spotlight on…
February 2025
Pick a Brand for Me at Esxence 2025
An invitation to choose which Esxence brand to feature — plus IFF's ScentChat, the animalic rebellion and the blind-buy boom, a tribute to the late…
February 2025
The Fragrance Retail Mafia
The build-in-public campaign for our first fragrance — plus lost formulas, smell training and the new Tom Ford face, a spotlight on Istanbul's…
January 2025
Niche Was Cool Before You Were Born
How readers want to shape a commercial fragrance — plus inclusive perfume tech, influencer and feminist fragrances, a spotlight on Hong Kong's…
January 2025
Let's create a fragrance together
Readers vote to co-create a commercial fragrance — plus Air France's Kurkdjian scent, fragrance market growth and inside Amouage's high-concentration…
January 2025
Why your oud perfume stinks!
2025 trends, vanilla's reign and neo-ouds — plus a spotlight on Orto Parisi, a MythBusters on whether stinkier oud means more naturals, and a…
January 2025
China's ultra-niche sensation
CaFleureBon's 2024 review, MANE's extraction tech and scent overload — plus a China special on perfumer-led Bu Feng, a MythBusters on whether master…
December 2024
My gift for you - Thanks for 2024!
A year-end wrap of Scently Speaking's first year — the community's favourite brands, topics and issues — plus a festive fragrance manifesto…