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In recent years, the fragrance world has experienced a surge in niche brands that challenge the traditional rules of perfumery. One of the most notable shifts is the move away from labeling scents as "for men" or "for women." Instead, many niche perfume houses categorize their fragrances by scent families or notes, encouraging customers to explore freely without the confines of gender labels. While this trend aligns with the growing demand for individuality and self-expression, it raises an important question: should gender still exist in fragrance?

Why Niche Fragrance Brands Ignore Gender Labels

Niche brands like MAIR focus on crafting unique, high-quality scents that transcend societal norms. These brands prioritize the artistry and experience of fragrance over adhering to conventional marketing strategies. Here are some key reasons why niche brands avoid gender classifications:

1. Focus on Individual Preferences: Niche fragrances aim to celebrate personal taste. By removing gender labels, brands empower customers to choose scents based on what they love, rather than what they are told is appropriate.
2. Scent Profiles Are Not Inherently Gendered: Floral, woody, citrus, or spicy — these notes are universal and can appeal to anyone. Gender-free marketing allows customers to connect with a scent’s essence rather than its packaging.
3. Reflecting Cultural Shifts: With a growing emphasis on inclusivity, niche brands recognize the importance of embracing a diverse audience. Gender-neutral fragrances align with modern values and foster a sense of belonging.
4. Creating Memorable Experiences: Niche fragrances often tell stories through their compositions. These stories are meant to evoke emotions or memories, which transcend gender.

Why Consumers Shop by Gender

Despite these innovative approaches, gender labeling persists across the mainstream fragrance market — and for good reason. Shopping for a new perfume can be an overwhelming process, especially for those who are not fragrance enthusiasts. Here’s why gender categories remain helpful for many consumers:

1. Simplicity Saves Time: Most customers have limited time to shop. Gender categories provide a quick starting point, narrowing down the options to scents they are more likely to enjoy.
2. Familiarity Breeds Confidence: Many shoppers are accustomed to browsing fragrances by gender. This structure feels intuitive, providing a sense of direction in a sea of choices.
3. Guidance for Gifting: When buying a fragrance for someone else, knowing the recipient’s gender helps streamline the decision-making process. A gendered approach reduces the guesswork, especially for less experienced buyers.

Should Gender Still Exist in Fragrance?

Ultimately, the answer lies in the store's end goal. After all, fragrance is deeply personal, and the best scent is the one that resonates with the customer. If the store's goal is to optimize sales, then separating fragrances by gender is more ideal. It simplifies the shopping process, saves time, and caters to consumer habits. However, if the end goal is exploration and chasing the initial sale is less important, dividing fragrances by category or simply by brand and allowing the customer to take their time exploring becomes more ideal.

In the case of the MAIR brand, the scent collection is an extension of its female brand owner, Mair Emenogu. All of her scents were designed for women as the intended wearer and are marketed towards ladies. However, all three of its fragrances are not categorized by gender on its packaging.