You had American women who had grown up with Charlie and had become part of the designer revolution of the 80s and were now looking for something different that not everybody knew about. And you had department stores who were desperate to pick up some new brands. That was what caused the revolution of niche.
And then of course the Internet happened. Suddenly the perfumistas took control of it. Unfortunately though, because the entry price is so low, any Tom, Dick and Jane can come up with a range of fragrance.
— That's Michael Edwards, author of Perfume Legends, talking about the rise of niche fragrance. Read more at The Revolution Of Niche - An Interview With Michael Edwards at Persolaise.