Niche fragrance brand Matiere Premiere is scaling rapidly as the luxury perfume market expands. Here's what you need to know:
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Matiere Premiere was founded in 2017 by CEO Caius von Knorring, perfumer Aurélien Guichard, and Cédric Meiffret, initially targeting about $25 million in annual retail sales inspired by niche brands like Byredo and Maison Francis Kurkdjian.
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The brand launched in 2019 with six perfumes that were each built around a single dominant ingredient, such as Peruvian ambrette or Greek saffron, with some raw materials sourced from its own farms in Grasse.
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Investor interest followed quickly, with Matiere Premiere raising $1.5 million in 2020 and Kering Beauté taking a minority stake in 2024, when the brand generated about $30 million in annual retail sales.
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To support global expansion, the brand opened its first flagship store in Paris on Rue Saint-Honoré, followed by new boutiques in Berlin and London, and is now considering retail locations in New York and Los Angeles.
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The 2023 launch of the Vanilla Powder fragrance has become the brand’s top-selling scent and a major entry point in the U.S., and Matiere Premiere is expanding by offering extrait de parfum versions of bestsellers as well as launching candles.
The DTC Data Behind Matiere Premiere
Matière Première is a contemporary niche fragrance house founded in 2017. Rooted in the traditions of French perfumery, the brand focuses on high-quality natural materials, with some ingredients sourced from its own farms in the Grasse region.
Matiere Premiere
Charm Growth Score: 70.46
Charm Success Score: 69.52
Fastest-Growing Channel: Instagram
Matière Première perfumes highlight the raw beauty of natural ingredients. Each scent is built around a single key ingredient used in high concentration, creating clear compositions that emphasize the ingredient’s character and leave a distinctive, lasting trail.
Fragrance Trends on TikTok Shop
Fragrance is exploding on TikTok Shop as the category drove $437 million in U.S. TikTok Shop sales in the last 12 months alone. Below are the hashtags gaining traction in terms of views and associated revenue from March 2025 through February 2026.
#MensCologne
Men's cologne is taking off with no signs of slowing down. This hashtag generated 1.0 billion views in the last 12 months and was associated with $10.3 million in fragrance product sales.
#MensFragrance
Similar to #menscologne, #mensfragrance is also a top trend, generating 510 million views and $6.8 million in revenue in the past 12 months.
#VanillaPerfume
Vanilla perfume is a popular trend as gourmand fragrances continue to grow in popularity. This hashtag generated 432 million views and $8.9 million in the past 12 months.
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