The Niche Show London 2026: Two Days That Reminded Me Why I Love Fragrance

The Niche Show London wasn't simply a fragrance exhibition. It was two days spent surrounded by some of the most passionate, creative and inspiring people in the industry.

Over the course of the event, I had the opportunity to meet founders, perfumers and brand owners from around the world, creating content, conducting interviews and learning the stories behind the fragrances themselves. While bottles and notes often take centre stage, it is the people behind the brands that truly make this industry special.

One of my highlights was meeting the team behind Free Yourself. Travelling from the United States, Jeff and Todd brought not only an exciting collection of fragrances but also an infectious passion for what they are building. Their approach to fragrance is rooted in personal wellbeing and self-expression, using scent as a tool for reflection and positive change rather than simply something you wear. Spending time with them was genuinely inspiring and reminded me how powerful a clear brand vision can be.

Tom from Brodēon

I also had the pleasure of interviewing APLOMB, a young Finnish fragrance house founded by Ina Niiniketo. What fascinated me was the brand's origin story. Before entering the world of perfumery, Ina built a career as a chef, and that creative background shines through in her approach to fragrance. Each perfume is inspired by real people and personal memories, creating scents that feel deeply authentic and personal. As a newer brand entering the niche space, their passion and ambition were impossible to ignore.

Another standout moment was spending time with Tom Hidvégi of Brodēon. Anyone who follows my content will know how much I connected with Mielor, a fragrance that completely captured my attention. After learning more about Tom's creative journey and the philosophy behind Brodēon, my appreciation for the brand only grew stronger. The name itself comes from the French word "broder", meaning to embroider, with each fragrance designed as an emotional story stitched together through scent. Meeting the creator behind the fragrance brought an entirely new dimension to the experience.

Of course, those were only a few of the incredible brands present across the two days. I had the opportunity to reconnect with familiar faces and discover exciting new creations from brands including Kajal, The Gate, Viage, and many others. Every stand had a story. Every founder had a vision. Every conversation revealed another layer of what makes niche perfumery such a fascinating world.

Todd & Jeff fron FREEYOURSELF

For me, events like The Niche Show represent something much bigger than fragrance reviews. They provide an opportunity to connect brands with enthusiasts, to tell stories that might otherwise go unheard, and to showcase the creativity that exists behind every bottle. The content I created during the event allowed thousands of fragrance lovers to experience a small part of the exhibition, even if they couldn't attend themselves.

What struck me most throughout the two days was the openness of the community. Founders generously shared their journeys, discussed their challenges, celebrated their successes and welcomed meaningful conversations about their creations.

The Newest Fragrance Brand from Finland

It was a reminder that niche perfumery is still driven by people with genuine passion for their craft.

As David Von Fragrance, I left London with a phone full of content, a notebook full of ideas, and an even deeper appreciation for the people who continue to push this industry forward.

The fragrances were exceptional.

But the people behind them were the real highlight.

David Von Fragrance

Fragrance Empresario | Content Creator | Event Host