11 Up-and-Coming Fragrance Brands Every Man Should Know

For too long, the conversation around men’s fragrance has revolved around the usual suspects: Dior, Chanel, Creed, Tom Ford. Great, yes. But in 2025, the real excitement lies elsewhere—in small studios, independent labels, and niche houses creating scent stories that go far beyond fresh-woody-clean.

These are the up-and-coming fragrance brands making waves quietly—but stylishly. They’re lesser-known, wildly creative, and absolutely worth adding to your scent rotation.

Stora Skuggan (Sweden)

For: Scent obsessives who like it weird

This Stockholm-based studio is redefining niche perfumery through scent and surrealism. Founded by a collective of designers and artists, Stora Skuggan brings conceptual storytelling into every bottle—each fragrance is based on mythology, folklore or a strange twist of nature.

But these aren’t just cerebral art projects. They’re genuinely wearable, well-balanced and captivating. The packaging is equally striking, with soft-touch matte bottles and signature spherical caps that wouldn’t look out of place in a design museum.

Stora Skuggan isn’t trying to impress the mass market. Instead, they’re carving out a niche for those who see scent as part of self-expression. Expect unusual ingredients, strange names and brilliant execution.

Try: Moonmilk – creamy cave minerals, warm spice and greenery. Earthy but clean.

Shop now at Stora Skuggan

FUGAZZI (Netherlands)

For: Confident men who want to stand out

With punchy names and sharp packaging, FUGAZZI is a brand that immediately commands attention—but it’s not just about the look. The fragrances are bold yet wearable, fusing designer-level accessibility with niche sensibility.

Founded in Amsterdam, the label positions itself as forward-thinking and youth-driven, appealing to those who want their scent to say something about who they are, not just how they smell.

FUGAZZI thrives on contrasts—coconut twisted with incense, citrus shot through smoky woods. These are confident, characterful compositions built to last, and they suit men who don’t mind turning heads.

With a growing global fanbase and serious momentum, they’re one of the most exciting newer names in the space.

Try: In Love With The Cocos — coconut, incense and driftwood. Summer heat meets sensuality.

Shop now at Cult Beauty

Akro (UK/France)

For: Those who don’t like to play it safe

Akro was born out of a collaboration between Olivier Cresp—one of the world’s most respected perfumers—and his son Jack. It’s a concept brand that leans hard into the idea of addiction.

Each scent is inspired by a vice or indulgence: think caffeine, smoke, sex, and alcohol. But instead of being gimmicky, the compositions are sharply crafted, built with nuance and staying power.

These are high-intensity fragrances designed to provoke, to linger on the skin, and to leave a strong impression. The branding is minimal and slightly industrial, aligning with the nocturnal, edgy feel of the scents themselves.

For those who find most fragrance releases too safe, Akro offers something deliberately raw.

Try: Awake — roasted coffee, hazelnut and cardamom. Smells like your first espresso after a long night.

Shop now at Lookfantastic

Maison Matine (France)

For: Men who want niche without the pretension

Maison Matine is disrupting the world of French fragrance with rebellious energy. Gone are gilded bottles and flowery French names—instead, you get illustrated labels, playful identities and a direct-to-the-point attitude.

The brand takes a deliberately democratic approach to perfumery: genderless, sustainably produced, and priced far below typical niche counterparts.

The fragrances themselves are punchy and modern, often playing with unexpected contrasts. Citrus meets smoke, or tea mingles with leather, in compositions that feel exciting but wearable. It’s a great place to start if you want something niche that won’t alienate people around you, and you like a bit of visual flair on your shelf.

Try: Lost in Translation — smoky tea, lime and leather. Fresh and mysterious in equal measure.

Shop now at Lookfantastic

Gallivant (UK)

For: Travellers and storytellers

Gallivant is a fragrance brand built on the romance of place. Every scent is inspired by a different city, capturing its atmosphere, energy and cultural flavour. But don’t mistake this for gimmickry—the fragrances are refined, nuanced and remarkably well-balanced.

Each 30ml bottle is travel-friendly, which speaks to the brand’s ethos of exploration and mobility. The compact sizing also makes them a great entry point for anyone looking to build a wardrobe of fragrances without overspending.

Gallivant’s scents are subtle but distinctive, making them ideal for men who want thoughtful fragrance without shoutiness.

Try: Berlin — grapefruit, leather, black tea and pepper. Sharp, intriguing and perfectly balanced.

Shop now at Gallivant

Jorum Studio (Scotland)

For: Experimentalists and scent collectors

Jorum Studio is one of the UK’s best-kept fragrance secrets. Founded by perfumer Euan McCall in Edinburgh, it produces highly original scents often inspired by flora, landscapes and abstract concepts. These aren’t crowd-pleasers—they’re deeply artisanal creations that challenge traditional fragrance structures.

Everything from the bottle design to the note combinations speaks to a hand-crafted sensibility. The scents tend to evolve in unexpected ways, often leaning into textural contrasts and earthy, green or mineralic notes.

It’s a house for those who treat fragrance like art and are always hunting for something new.

Try: Medullary-Ray — a woody-green blend with an almost alien freshness.

Shop now at Jorum Studio

Maison Violet (France)

For: Lovers of heritage style

Maison Violet is a revival story. Originally founded in 1827, the house lay dormant for decades until three young perfumers brought it back to life with a clear vision: to preserve the classic French perfume codes but adapt them for today. The result is a collection that feels luxurious and nostalgic, without slipping into pastiche.

The fragrances are elegant, complex and richly blended, with a focus on longevity and depth. Think smoky resins, velvety florals and herbaceous layers.

It’s a great choice if you want to tap into perfumery’s romantic past, without smelling like a museum.

Try: Abîme — smoky incense, balsams and fir needle. Smells like a candle-lit cathedral.

Shop now at Maison Violet

Heeley (France/UK)

For: The discreetly refined

Founded by English designer-turned-perfumer James Heeley, this label operates at the intersection of minimalism and sophistication.

Heeley’s scents are quietly complex—clean without being sterile, subtle but never boring. The natural world is a consistent theme, with compositions built around ingredients like vetiver, cedar, sea salt and herbs.

If you’re the kind of man who appreciates tailoring over logos, and craftsmanship over trends, Heeley will speak your language. His fragrances wear close to the skin and evolve beautifully over time, making them perfect for daily use.

Try: Sel Marin — salty sea air, vetiver and citrus. Clean, crisp, elegant.

Shop now at Amazon

Obvious (France)

For: Clean-scented minimalists

Obvious is a modern response to the excesses of traditional fragrance branding. Founded by David Frossard, the brand focuses on transparency, sustainability and simplicity.

The bottles are straightforward, the materials responsibly sourced, and the blends intentionally pared back—yet they still manage to feel luxurious.

Each fragrance is named after its star note—une Rose, une Vanille, une Verveine—and executed with quiet elegance. These are scents for people who don’t want to overthink their choices but still want to smell like they know exactly what they’re doing.

Try: Une Verveine — lemon verbena, petitgrain and musk. Clean, subtle and addictive.

Shop now at Debenhams

Matiere Premiere (France)

For: Modernists with a taste for luxury

Matiere Premiere is a standout example of accessible niche fragrance done right. Founded by master perfumer Aurélien Guichard, each scent is built around a single starring ingredient—rose, musk, sandalwood—and then amplified with creative precision.

This is a house for those who want their fragrances to be sophisticated but not fussy. The packaging is slick, the blends long-lasting, and the scents easy to wear without ever feeling basic.

It’s niche, but polished.

Try: Falcon Leather — leathery, spicy and dry.

Shop now at Selfridges

Maison Crivelli (France)

For: Scent experimenters

Maison Crivelli approaches fragrance like a sensory expedition. Each scent is inspired by an immersive experience—hibiscus blooming in the snow, incense caught on the wind—crafted into complex, layered compositions.

Founder Thibaud Crivelli’s background in luxury and travel comes through in the brand’s narrative focus and attention to texture.

Expect unusual combinations: mineral notes mixed with florals, soft leathers cut with wild herbs, spices cooled by iris. Crivelli’s perfumes feel like stories unfolding on the skin, and they reward time, warmth and curiosity.

Try: Iris Malikhan — powdery iris, leather, spices and wild herbs.

Shop now at John Lewis