I know Hawas gets a lot of attention for flooding the market. 26 have already released in 2026. He is a chart of the Rasasi family tree and a breakdown of which family member released each one https://www.instagram.com/p/DdcIUT3l58g/?img_index=1&stkn=Y2FtZjE0Zjh5cTUy

This was a very good week for niche fragrance, largely because Pitti Fragranze 2026 just wrapped up in Florence. Pitti Fragranze brought 260 artistic-fragrance brands to Florence. The September 11–13 show was a major showcase for new independent and niche work, with brands using the event for launches, retailer meetings, and experiential presentations. Why it matters: Pitti remains one of the places where we can spot houses and fragrances before they become widely discussed in the U.S. fragrance community. LOEWE substantially expands its Crafted Collection. Five fragrances have joined last year's original three: Field Diary, Rosetopia, Smoky Rain, Verdant Grove and Sweet Woodland. The bottles retain the collection's hand-blown-glass/granite presentation. The two that jump out for your taste are Smoky Rain incense and patchouli around a rain-like concept, and Verdant Grove, with pistachio, iris, caramel, and vanilla. Why it matters: this is no longer a small experiment from Loewe; they're building Crafted into a legitimate luxury private collection. Perfumehead is deliberately slowing down rather than chasing launches. Founder Daniel Patrick Giles says the independent Los Angeles house has grown every year while generally releasing only one new fragrance annually. After 1272, another "coltrait," its cologne/extrait hybrid, is planned, alongside home fragrance and another artistic collaboration. Why it matters: this is almost the opposite of today's hype-cycle model: fewer releases, high concentrations, serious perfumers, and time for each perfume to establish itself. That's an artisan-business philosophy worth watching. Byredo is heading deeper into mainstream prestige retail through Sephora. The Puig-owned niche house's U.S. Sephora expansion is part of a larger growth strategy. Why it matters: we're watching the definition of "niche" change in real time. A brand can retain niche-style pricing and creative positioning while becoming dramatically easier to find. That potentially creates more room at independent boutiques for genuinely difficult-to-find artisan houses.