New York-based, The Fragrance Foundation has announced the formation of a specialized Indie Fragrance committee, dedicated to creating a better understanding, recognition and appreciation of Indie fragrance brands and their creators. The committee plans on working to support the excellence, talent and artistry that goes into the creation of indie perfumes, and celebrating their individuality and craftsmanship. The committee will also provide such brands a platform to address any issues or concerns that are vital to the Group as a whole.
“While niche fragrances have always been recognized at the annual FiFi Awards. We are keen to find a way to encourage more niche/independent submissions, reaching out to the smaller, successful, entrepreneurial brands not supported by a large company,” said Rochelle Bloom, President of The Fragrance Foundation.
An ‘Indie’ brand is defined as a brand that has been on the market for at least two years, and is distributed through 1 to 25 doors. The Foundation’s decision is a step towards encouraging smaller brands that add inventiveness, creativity and personality to the fragrance world.