In the vibrant landscape of Singapore’s perfume industry, multi-label perfume stores specialising in niche fragrances are quickly taking over department store brands. At the forefront of this olfactory revolution is Aura Prestige, a company deeply rooted in the art of fragrance distribution.
The beauty company began its journey in Indonesia, steadily expanding its footprint across Southeast Asian countries over the last decade. Initially focused on distribution, the company found success through various channels, including department stores, beauty chains like Sephora, and parfumeries. The evolution from distributor to retailer marked a significant shift in its approach to engaging with fragrance enthusiasts.
In 2019, it expanded its footprint into Singapore with the opening of Amaris at Paragon, a scent utopia housing a collection of niche brands designed for sophisticated fragrance lovers.
“Amaris was launched to fill the gap in the growing niche fragrance market in Singapore as discerning and well-travelled consumers are seeking scents that have unique origins, profiles and stories that resonate with them,” shares Edouard Dorize, general manager of Aura Prestige.
“We are committed to providing the best service and recommendation of products that suit the personality and lifestyle of our consumers — fragrance novices and aficionados alike — so as to give them a memorable retail experience.”
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Beautifully washed in contemporary and luxurious hues of deep teal and pastel pink, complete with gold metal accents, Amaris stores enable shoppers to freely explore the brand uninterrupted, with knowledgeable staff at their disposal.
Here, many products are gender-neutral and sustainable-forward, such as Parisian-made Ex Nihilo, which marries synthetic molecules with ethically-sourced premium ingredients, bundled in chic recycled packaging.
Under the aegis of Aura Prestige, Amaris meticulously curates its fragrance brands based on their unique storytelling, philosophy, packaging, and standout scents. This approach sets the boutique apart from other multi-label stores, emphasising education, discovery, and frequent introductions of new brands and events.
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Plucked from all over the world, noteworthy brands include Atelier Cologne from France, Bond No. 9 from the US, Goldfield & Banks from Australia, Nishane from Istanbul, Perris from Monaco, and Xerjoff from Italy. Other well-known evergreen favourites include Compagnie de Provence, Juliette Has A Gun, Parfums de Marly and Roja.
Since Aura Prestige’s entry into Singapore, Dorize has seen more younger customers seeking out products that can serve as vehicles of self-expression. “Fragrance has emerged as a key differentiator to stand out from the crowd,” he notes.
“Typically, customers under 30 tend to go for more affordable brands such as Maison Margiela, Parfums de Marly or Juliette Has A Gun. Those above 30, with an existing collection of fragrances, would go for more specialised brands like Roja, Ex Nihilo and Xerjoff, offering scents and packaging that are extremely unique and premium. Perfume aficionados, adept at fragrance layering, are more connected to artisanal brands like Nishane, Goldfield & Banks,Tiziana Terenzi, and BDK.”
In the last two years, Aura Prestige opened two more Amaris outlets in VivoCity and Jewel Changi Airport, and another unique shop-in-shop concept at Takashimaya housing four distinctive and innovative fragrance brands. “While Paragon is our flagship and a destination for most fragrance lovers, VivoCity caters to consumers who don’t necessarily go to Singapore’s city centre for shopping. As for Jewel, being present in such an iconic place connected to local Singaporeans and to the rest of the world is in line with what Amaris aspires to be,” explains Dorize.
According to him, Aura Prestige’s niche fragrance category has been growing steadily with a 15+% average growth monthly. This trend bodes well for cult perfumes, as discerning individuals increasingly seek exclusive scents that deviate from mainstream options.
“Customers now prioritise individuality and craftsmanship in their scent choices and expect a certain level of service and product knowledge. With a focus on highly trained sales assistants, these stores create an environment where customers can explore and understand fragrances, so as to make informed decisions,” Dorize says.
Looking ahead, the focus remains on enhancing customer experience, nurturing brand development, and expanding both in Singapore and abroad. “We are constantly trying to evolve. Ensuring that our customers have the best experience is our topmost priority. Second, to strategise the development of our brands in such a way that they can mature and reach their full potential. Lastly, we are working on having more brands that our customers will enjoy discovering, as well as opening more stores in Singapore and abroad.”
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Avant-garde brand Ex Nihilo, inspired by the French spirit of pure refinement, aims to express its own concept of personalised luxury
Australian luxury fragrance house Goldfield & Banks captures the pure, fragrant essences of Australia’s lush, aromatic botanical ingredients
Nishane is the first Istanbul-based brand to be celebrated globally for its unique perspective on artistic perfumery
French artisanal brand Atelier Cologne is inspired by the ever-changing nature of our souls, emotions and the poetry of life
Xerjoff from Italy is bringing authentic Italian beauty, creativity and craftsmanship back to the forefront of the perfume world
