New Niche is an independent perfume publishing house, founded by Sebastian Graf in Berlin in 2024. It is built around the idea of giving perfumers full authorship, positioning scent as a creative work rather than a commercial product.

Sebastian Graf, founder of perfume publishing house New Niche

The project aims to feature a new generation of independent perfumers from around the world, offering them complete artistic freedom and presenting each fragrance as an extension of its creator. Releases are conceived as distinct editions, often developed in collaboration with visual artists, forming a dialogue between scent and image. Perfumers share in every sale. Artists earn from every print. Success stays with its creators.

New Niche operates with a publishing mindset, focusing on small-scale editions, transparent creative processes, and a long-term ambition to document and shape contemporary perfumery as a cultural field.