Xerjoff – an Italian luxury fragrance collection and why scent amor is parting ways with the brand

Xerjoff – Niche fragrances between art, opulence and identity

Hardly any other brand has polarized the world of niche fragrances as much as Xerjoff . Founded in Turin by Sergio Momo, the brand has long stood for luxurious compositions, magnificent bottles, and an Italian understanding of sensuality and art. Xerjoff created perfumes that were meant to stand out—gold caps, marble surfaces, shimmering packaging, and an olfactory spectrum that ranges from oriental opulence to Western sophistication. But like every olfactory journey, this one also reaches a turning point.

When luxury loses its soul - Xerjoff or XerjOFF

Xerjoff once embraced scent amor with enthusiasm – as a brand that sought to combine creativity and Italian perfume tradition in a modern form. But over the years, the balance shifted: Where once stood authentic perfumery, a strategy of expansion, marketing, and mass production increasingly took over. The collections grew, new lines emerged in rapid succession, but the soul that every niche perfume should carry began to fade.

In recent years, a clear trend has been observed at Xerjoff : more mass, less magic. Fragrances that were once finely balanced—like Nio , Uden , or Lira —were flanked by a multitude of new editions, limited releases, and reissues that, while beautifully packaged, often seemed interchangeable in content. The artisanal ethos gave way to a high-gloss aesthetic that dazzles but no longer moves.

The fragrance loses its signature, Xerjoff is usually

One of the greatest qualities of a luxury niche perfume is its distinctiveness—that moment when you recognize who is behind it. With Xerjoff, this signature became increasingly blurred. Fragrance molecules like Iso E Super , Cashmeran , and Habanolides became more prominent, while the once-typical balance of noble bergamot , creamy sandalwood , and resinous amber faded into the background.

Instead of olfactory depth, staging now dominated. Campaigns spoke of luxury, but hardly of emotion. For scent amor , which prioritizes the authenticity of a perfume above all else, this marked a moment of reorientation.

Why scent amor is making a clear break and separating from the XERJOFF brand

Our decision to no longer manage Xerjoff is not a reaction of emotion, but of attitude. Scent Amor understands perfume as a cultural asset—a craft that requires time, patience, and personality. When a brand begins to align itself more with the rhythm of global markets than with artistic inspiration, our paths inevitably diverge.

While we respect Xerjoff 's history, our philosophy is different: quality over quantity, character over hype. Instead, we focus on brands that have remained true to themselves— Bogue Profumo , Francesca Bianchi , Thomas de Monaco , and Miller et Bertaux —houses that view perfume not as a status symbol, but as an expression of emotion.

When luxury is sold off – the role of sales and agencies

It would be too easy to attribute a brand's transformation solely to the creatives or founders. In many cases , sales and agencies also play a role when a brand suddenly appears everywhere – in online portals, in perfume chains, in discount campaigns, or even on platforms that have nothing to do with luxury.

What once began as an exclusive niche perfume then becomes a mass product. And with increasing availability comes inevitable price reductions . Where once curated boutiques carefully selected who was allowed to carry a brand, today it's often just the number of units that counts.

But true luxury doesn't operate on the logic of discounts. Anyone who belittles luxury deprives it of its aura. A fragrance defined by craftsmanship, rare ingredients, and artistic integrity loses its credibility as soon as it screams "30 percent off." Scent Amor stands precisely against this trend. A truly exceptional fragrance doesn't have to be on sale to be compelling.

True luxury isn't a bargain. Those seeking it are looking for emotion, depth, personality—not percentages.

Value and Change in the Luxury Perfume Market - XERJOFF Good Bye

The market for niche perfumes has changed rapidly in recent years. Where once small manufacturers worked with passion and intuition, today international brands operate with marketing budgets and investor interests. The word "niche" is overused, often without any real connection to craftsmanship or rarity.

This development is forcing curators like scent amor to reposition themselves. We see our task as separating the gold from the chaff—preserving those fragrances that are truly art. In a world where even luxury has become a matter of calculation, authenticity is becoming the rarest of currencies.

The departure of Xerjoff is thus also a commitment to a new understanding of luxury: less loud, but deeper. Less show, more soul. Less range, more resonance.

How scent amor will curate in the future

In the future, scent amor will be even more deliberate in selecting which brands to include in our range. This isn't about name or popularity, but rather substance. We seek out perfumers who still work on their own compositions, who understand the chemistry of their raw materials, and who don't hide behind marketing slogans.

We focus on transparency, sustainability, and sensuality – on fragrances that tell a story rather than simply pleasing. This could be a men's fragrance with character, a subtle women 's fragrance full of melancholy, or a modern unisex perfume that breaks down boundaries.

scent amor remains a place for true fragrance art – for perfumes that last when everything else passes away.

FAQ – Frequently asked questions

Why is scent amor removing Xerjoff from its range?
Because the brand has increasingly moved away from its artistic roots and relies more on marketing than substance.

Were there any quality problems at Xerjoff?
Not in the craftsmanship sense, but in the creative sense. Many new releases seemed formulaic and lacked originality.

Are the sales departments and agencies also responsible?
Yes. They have played a key role in making Xerjoff available everywhere—and thus destroying its aura of exclusivity.

Will scent amor offer similar brands in the future?
Yes – but only those that correspond to our philosophy: individual, handcrafted fragrances with a clear olfactory signature.

Can I still purchase Xerjoff fragrances through scent amor?
No. We focus on brands that share our values.

What advice does scent amor give to loyal Xerjoff fans?
Preserve what has touched you—but remain open to new things. The world of extraordinary fragrances is bigger than one brand.

Xerjoff was considered the epitome of Italian luxury. But expansion, price cuts, and sales pressure robbed the brand of its soul. Scent Amor remains true to authenticity. Why true luxury is never discounted.

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