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Niche Show London is a London-based exhibition dedicated to niche fragrance, bringing independent and established perfume houses together with retailers, buyers, distributors, press, content creators and fragrance enthusiasts. Founded by Lee Martin, the event takes a deliberately different approach to the conventional exhibition format: perfume is presented within an art-gallery setting, with space given not only to the finished fragrance but also to the people, ideas and stories behind it. The Fragrance Foundation UK has described Niche Show as London’s first exhibition event dedicated specifically to niche fragrance and perfume, while the organisation itself defines its purpose around connection, discovery and the celebration of fragrance as an art form.
Since its first edition in September 2025, the show has developed rapidly. What began as a one-day event in Mayfair expanded into a two-day format at Mall Galleries in April 2026 and is now preparing for a three-day third edition in Marylebone from 20 to 22 November 2026. Yet the underlying idea has remained relatively consistent: keep the environment focused enough for meaningful conversation while opening independent perfumery to a broader community of professionals, media and serious fragrance enthusiasts.
Founder Lee Martin traces his interest in fragrance back to childhood. He has recalled accompanying his mother while she shopped for perfume and being handed fragrance blotters that introduced him to what he describes as an imaginative new world. That early fascination eventually became part of his professional life.
Martin has worked with luxury names including Burberry, Louis Vuitton and Byredo. His experience across premium brands and commercial development is significant to understanding Niche Show because the exhibition sits at the meeting point between creativity and business. Independent perfume may begin with artistic intent, but bringing a fragrance house to a wider market also requires relationships with retailers, distributors, media and other industry specialists. Martin has described his current focus as helping brands develop and grow by connecting them with the right people.
Niche Show is operated under the trading name of 337 Consulting. Its official privacy documentation identifies 337 Consulting as the operator of the event, while UK Companies House records show 337 Consulting Ltd was incorporated on 1 May 2025.
More important to the visitor experience, however, is Martin’s decision to place perfume inside gallery spaces rather than build the event around the visual language of a conventional convention hall. The organisation describes its vision as a reinterpretation of the traditional trade show in which visitors can explore fragrance in a calmer art-gallery environment while still pursuing practical objectives such as meeting brands and developing professional relationships.
That distinction has shaped every edition so far.
Niche Show London made its public debut on Friday, 5 September 2025 at No.9 Cork Street in Mayfair.
The choice of venue was unusually appropriate for an event presenting fragrance as an artistic medium. No.9 Cork Street is Frieze’s permanent London exhibition space for international galleries, launched in 2021 in the historic Mayfair gallery district. Rather than placing perfume booths inside a purpose-built exhibition centre, the first Niche Show effectively inserted fragrance into an environment already associated with contemporary visual culture.
The scale remained selective. Niche Show’s own ticketing information referred to 35 exhibiting brands, while The Fragrance Foundation UK later reported that the inaugural edition brought together more than 35 international brands and welcomed more than 500 visitors. The audience included collectors, buyers, distributors, press, creators and other members of the fragrance community.
Its exhibitor mix demonstrated the international ambition of the concept from the beginning. The 2025 roster included Zoologist, Kajal, Affinessence, The Gate, Sentier, Neandertal, FUMparFUM, Kymya, Gallia Rae, Memoirs of a Perfume Collector, Maison Dahlawi and a range of other houses from Britain and overseas. Fragrantica also covered the launch before the show, noting its focus on more than 30 brands and its emphasis on networking between independent fragrance houses and industry professionals.
The first edition was primarily structured around industry access, although limited public tickets were subsequently made available. Content creators were given their own access arrangements, an early indication that the show viewed fragrance media and digital storytelling as an important part of the contemporary perfume ecosystem. Products were presented for discovery rather than general retail sale during that inaugural edition.
The show also introduced awards recognising fragrances presented at the exhibition. Memoirs of a Perfume Collector, founded by Akbar Khan, received Best Fragrance in Show during the 2025 edition. The brand later described the recognition as an important moment in its development, while Khan’s testimonial, published by Niche Show, similarly called the award a milestone for the independent house.
The second Niche Show London took place on 23 and 24 April 2026 at Mall Galleries on The Mall.
The move represented a significant increase in scale. In an interview with Nez ahead of the exhibition, Martin said the new gallery was four times larger than the original venue and that more than 40 brands representing over 17 countries were expected. Fragrantica independently reported the same dates, venue and 40-plus-brand scale.
Mall Galleries provided more than 450 square metres of dedicated exhibition space in central London and is within walking distance of Trafalgar Square, St James’s Park and Buckingham Palace. It therefore preserved the show’s connection with art while giving the organisers substantially more room to develop the exhibition.
The international spread of the April edition was particularly visible in its exhibitor programme. Niche Show’s official 2026 listings included brands and fragrance projects from the United Kingdom, France, Italy, China, India, the United States, Hungary, Switzerland, the United Arab Emirates and Scandinavia. Among those presented were Experimental Perfume Club, Brodēon, AENTOS, Param Sara, OUDER, Bohemia, Free Yourself, Qhue New York, Andesara and others.
The second edition also developed a more flexible audience model. Thursday, 23 April centred on the professional fragrance industry, including buyers, retailers, merchants, perfumers, distributors, journalists and media. Professional B2B registration covered both days. On Friday, 24 April, the show additionally welcomed fragrance collectors, enthusiasts, bloggers, students and other members of the public, who could sample products and purchase fragrances directly from participating houses.
That combination is important to the identity Niche Show is building. The event is neither solely a consumer perfume festival nor exclusively a closed wholesale appointment. Instead, its evolving structure creates separate opportunities for commercial conversations and public discovery.
Niche Show’s relationship with KeepMe Lifestyle also reflects the practical business ecosystem surrounding independent perfumery.
KeepMe served as an official sponsor of the April 2026 edition and remains identified by Niche Show as a partner. The UK company specialises in fragrance manufacturing, componentry and packaging and has worked with perfume businesses including Roja Parfums and Ormonde Jayne.
KeepMe’s post-event review described meetings with founders, emerging fragrance houses and other industry professionals throughout the two-day show. Its presence illustrates an important reality of independent perfumery: the commercial journey extends beyond formulation. Glass, pumps, caps, filling, packaging, regulatory preparation, sampling and production all influence whether a creative perfume concept can successfully reach retail.
For Niche Show, partnerships of this kind broaden the conversation around fragrance without changing its central emphasis on brands, creators and discovery.
As of 3 September 2026, Niche Show London’s third edition is scheduled for 20-22 November 2026 at The Bomb Factory Art Gallery, 206 Marylebone Road.
The edition carries the theme “The Raw Art of Fragrance.” According to the event’s current programme, fragrances from more than 15 countries are expected, alongside an exclusively curated Asian fragrance showcase and a dedicated Ultra Niche zone. Individual admission pages describe a planned exhibition of up to 50 niche brands.
The three-day structure is the most developed audience segmentation Niche Show has used so far.
Friday, 20 November is the dedicated B2B day. Professional admission is intended for people working across fragrance retail, e-commerce, distribution, perfume houses, personal care, beauty and associated sectors. Applications are verified, and organisers request that professionals register using a business email address. B2B credentials provide access across all three days of the show.
Saturday, 21 November introduces a dedicated media and creator session. The current programme specifies a 10:00 a.m. to 1:00 p.m. period for media, press and verified creators to review fragrances, interview founders and perfumers, film content and build industry relationships. Content creators must have at least 5,000 followers cumulatively across their social platforms, with engagement also subject to verification.
Supporting this programme is the Content Lounge, a purpose-designed area where creators can film reviews or interviews against static backgrounds. Sessions are limited to 30 minutes per creator, with participants bringing their own production equipment. It is a small detail, but a revealing one: fragrance discovery today increasingly takes place through video, interviews and creator-led interpretation as well as traditional editorial media.
Sunday, 22 November is the public-facing general admission day, scheduled from 10:00 a.m. until 5:00 p.m. Visitors will be able to explore participating houses, meet brand owners and perfumers, attend workshops and panels, experience product launches and purchase fragrances.
The November programme also develops several experiential elements that have become part of Niche Show’s identity.
Its Fragrance Speaker Stage is planned across the three days, with workshops, talks, interactive question-and-answer sessions and discussions covering different aspects of fragrance. The professional programme also identifies trend discovery and forecasting towards 2027 and 2028 among the topics available to industry attendees.
Another returning concept is the Fragrance Swap Shop. Visitors can bring one niche fragrance they no longer use and exchange it for another fragrance contributed by somebody else. The rules are intentionally specific: one fragrance per participant, no dupes, and the bottle must remain on the swap table for 30 minutes before its owner chooses a replacement. The idea introduces an element of reuse and community exchange into an event otherwise centred on discovering new work.
These additions are meaningful because they change the rhythm of the exhibition. Visitors are not restricted to walking from brand to brand and smelling from blotters. They can listen, discuss, film, interview, exchange, buy and spend time with the people responsible for the fragrances.
Niche Show London is still a young event, and that is part of what makes its development interesting. In the space between September 2025 and November 2026, it is moving from a one-day Mayfair debut with more than 35 brands to a three-day programme capable of presenting up to 50 houses while separating trade, media and consumer access more deliberately.
Its most distinctive feature is not simply the number of fragrances on display. It is the decision to give independent perfumery room to explain itself.
Large international fragrance fairs remain essential to the global business, but a smaller, gallery-led environment serves a different purpose. As Martin told Nez, connection remains central to the concept. For a young perfume house, the opportunity to speak directly with a retailer, distributor, journalist or collector can matter as much as the physical presentation of the bottle. For the visitor, meeting a founder or perfumer can turn an unfamiliar scent into a story that is easier to understand and remember.
London is also an appropriate setting for that exchange. Its luxury retail landscape, international population, creative industries and global media presence give fragrance houses access to several different audiences within the same city. Niche Show has chosen not to imitate a conventional mass exhibition inside that environment. Instead, it has built its identity around galleries, controlled access periods and direct conversation.
From No.9 Cork Street to Mall Galleries and now The Bomb Factory, the venues may change, the exhibitor list may grow and the programming may become more ambitious, but the organising principle remains straightforward: bring unusual fragrance houses into a setting where people have enough time and access to discover what makes them distinctive.
For independent perfumery, where the narrative behind a composition can be inseparable from the scent itself, that approach gives Niche Show London a clear identity of its own.
Brunel, D. (2026, April 16). Lee Martin: “Connection will always be at the heart of Niche Show London.” Nez, the Olfactory Cultural Movement. View source
Bulliqi, E. (2026, April 17). Niche Show London returns bigger & better with second edition. Fragrantica. View source
Companies House. (n.d.). 337 Consulting Ltd: Filing history (Company No. 16423020). GOV.UK. Retrieved September 3, 2026. View company record
Frieze. (n.d.). About No.9 Cork Street. Retrieved September 3, 2026. View source
KeepMe Team. (2026, May 11). The Niche Show 2026 – Review. KeepMe Lifestyle. View source
Mall Galleries. (n.d.). How to get to Mall Galleries. Retrieved September 3, 2026. View source
Matos, M. (2025, July 25). NICHE: A new fragrance show in London. Fragrantica. View source
Niche Show London. (n.d.-a). About. Retrieved September 3, 2026. Official About page
Niche Show London. (n.d.-b). 2025 exhibiting brands. Retrieved September 3, 2026. 2025 brand directory
Niche Show London. (n.d.-c). B2B Professional Admission: November Niche Show, 3rd edition. Retrieved September 3, 2026. Official B2B information
Niche Show London. (n.d.-d). Media & Creator Admission. Retrieved September 3, 2026. Official media admission information
Niche Show London. (n.d.-e). Priority General Admission. Retrieved September 3, 2026. Official public admission information
Niche Show London. (n.d.-f). Niche Show London 2026: Day One & Two B2B. Retrieved September 3, 2026. April 2026 B2B information
Niche Show London. (n.d.-g). Creators. Retrieved September 3, 2026. Official creators information
Niche Show London. (n.d.-h). Privacy & website policy. Retrieved September 3, 2026. Official policy page
The Fragrance Foundation UK. (2026). Best Activation 2026: Niche Show London – Niche Show 2025. The Fragrance Foundation Awards. View source
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