Young couple from Fellbach conquers the market with niche fragrances!

Young couple from Fellbach conquers the market with niche fragrances!

Luisa and Morgan Fassbender have ventured into the world of niche fragrances with their fragrance label “Twentysecondofmay”. The couple from Fellbach in the Rems-Murr district founded the company, which specializes in exclusive perfumes with a high perfume oil concentration of 30 percent. The idea for the brand came about six years ago when they recorded their first thoughts about a perfume brand in Luisa's childhood room. The brand name refers to May 22nd, the day they came together, creating an emotional anchor for their project.

The niche fragrances from “Twentysecondofmay” are intended to impress with their unique character and deliberately avoid the production of other cosmetic or care products. To date, four scents have been developed that capture the founders' personal memories and moods. The scent “Roots of Kente,” for example, is reminiscent of a visit to Ghana and impresses with an exciting composition of tonka beans, brown sugar, coconut milk, cocoa, cinnamon and vanilla. “Twentysecondofmay” relies on careful collaboration with experienced perfumers in Grasse, Barcelona and Berlin to create these unique fragrance compositions.

Trending market for niche fragrances

The launch of the “Twentysecondofmay” brand comes at a time when the fragrances market in Germany is undergoing significant change. According to Statista, the market will generate $1.88 billion in revenue in 2025. A notable trend is the shift towards natural and sustainable ingredients, which is driving demand for eco-friendly and organic perfumes. Luxury products account for over 53 percent of sales in the German fragrances market.

The perfumes from “Twentysecondofmay” cost 175 euros for 50 milliliters, which means a price of 3,500 euros per liter. This is not surprising given the model share of luxury products combined with the growing interest in individuality and quality. The scents are available both online and in selected perfumeries, including the Heudorf perfumery in Stuttgart. The first event to present the fragrances in October in Stuttgart was well attended and the response was consistently positive, especially from younger customers under 18 years of age.

Luisa has a background in online marketing while Morgan is a professional athlete. Both describe their work on the brand as a passion project and emphasize that it doesn't feel like "work" to them.

Overall, the founding of “Twentysecondofmay” shows the potential and dynamism that the niche fragrance market in Germany offers. With a growing interest in personalized products and a clear focus on the quality of their ingredients, the Fassbenders may be able to successfully implement their venture into the skincare industry and capitalize on the increasing demand for luxury and niche fragrances.