Advent vs. Manzanita: Who really rules the niche fragrance Olympus?
Two financial giants, one goal: The scent of power
The market for luxury niche fragrances is no longer an insider tip. Among the artistic fragrance compositions, precious raw materials, and long-lasting extracts of parfum, it's no longer family businesses that are bustling – instead, billionaire investors are. Two names stand out: Advent International and Manzanita Capital . Both investment firms are leading the way when it comes to strategic acquisitions, rebranding, and the global expansion of exclusive fragrance brands. But while Advent is increasingly expanding into a luxury fragrance empire , Manzanita remains a quiet but influential force – focusing on boutique brands , lifestyle, and select fragrance labels.
Advent International: Perfume as an investment strategy
Advent International is one of the world's largest private equity giants – with a clear passion for high-end beauty. In recent years, Advent has acquired, among others, Parfums de Marly and INITIO Parfums Privés – both independent niche brands with cult status that now operate in a much more professional environment.
What once began with artistic idealism is now becoming a global fragrance strategy under Advent: professional distribution, selective retail partnerships, a uniform brand image and internationally scalable bestsellers such as Delina , Layton , Valaya and CASTLEY.
Those looking for a summer fragrance for women often end up with Delina La Rosée – an aquatic-floral dream with impressive longevity. For men, Layton dominates, a fresh, woody eau de parfum with a perfect balance of sportiness and elegance. Both are emblematic of Advent's strategy: mass-market luxury niche fragrances with flawless marketing, strong unisex perfume profiles , and outstanding performance.
Advent's flair for niche cult appeal is also evident in INITIO : Fragrances like Side Effect and Oud for Greatness have become global phenomena – powerful, provocative, and polarizing. INITIO combines oud fragrance expertise , high-end raw materials, and a mysterious image that appeals precisely to the target audience that longs for more than just fragrance: for a signature.
Manzanita Capital: The silent curator of luxury
In contrast to Advent, Manzanita Capital prefers to stay in the background – operating more selectively and quietly, but no less effectively. Its portfolio includes big names like Diptyque, Byredo, Susanne Kaufmann, and Malin+Goetz. These are brands that often shine not through aggressive expansion, but through cultivated coolness and subtle brand development.
However, Manzanita has lost ground in the fragrance sector – while Advent has invested heavily in iconic niche fragrances in recent years, Manzanita has focused more on lifestyle cosmetics and interior fragrances. While Byredo and Diptyque have iconic fragrances in their ranges, they are increasingly viewed as design and lifestyle brands , rather than haute perfumery. Many fragrance lovers are now specifically looking for unisex perfumes with depth , sillage, and character – such as those found at Parfums de Marly or INITIO .
scent amor knows where the journey is going
At scent amor, we curate carefully – and consciously focus on fragrance brands that, despite their investor backgrounds, have not lost their creative spirit. Brands like Parfums de Marly , INITIO Parfums Privés , and DS & Durga demonstrate that artistic perfumery , high-quality raw materials , and entrepreneurial vision don't have to be mutually exclusive.
Those looking for a long-lasting extrait de parfum for men will find Herod , a sweet and spicy tobacco composition with a high recognition factor. Or Althair , a modern vanilla fragrance with musk and amber, which demonstrates how contemporary classic luxury can be. The summer fragrance line is equally impressive, with Greenley (green apple meets vetiver) and the sporty and elegant Perseus , a citrus-fresh men's fragrance with a chypre character.
INITIO inspires with uncompromising intensity: fragrances like Psychedelic Love or Magnetic Blend 8 are daring fragrance sculptures that don't accompany your personality – they define it.
Advent or Manzanita – who cares as long as the scent is right?
In the end, only one thing matters to you: the quality of the fragrance on your skin . Whether private equity , family-owned , or independent , the decision isn't made in the commercial register—it's in your heart (and on your skin). But if you want to know who's pulling the strings in the world of luxury niche perfumes today, you can say with good reason: Advent International has come to rule. And Parfums de Marly , INITIO , and DS & Durga provide the olfactory crown jewels.
Who belongs to whom – The silent power struggle in the fragrance Olympus
Luxurious niche fragrances are no longer an insider tip , but rather a playground for global financial powers. But behind the iconic names and ornate bottles often lie corporations with their own unique strategies. Two of the most influential players are Advent International and Manzanita Capital . Here you'll find out who controls what—and what that means for your signature fragrance.
Advent International – The kingmaker among investors
With billions in capital and a clear expansion strategy, Advent is forming a global empire of fragrance art – focused on selective brands, professional structures and globally scalable bestsellers.
🔹 Advent currently includes:
Parfums de Marly
– Exclusive unisex perfumes inspired by the French court, with fragrances such as Delina , Layton , Valaya or Herod , which have become modern classics.
🗝 Luxurious niche fragrance with opulent sillage and long-lasting effect.
INITIO Private Perfumes
– Fragrances such as Oud for Greatness , Side Effect or Psychedelic Love embody pure provocation and olfactory power.
🗝 Extrait de Parfum meets mystical aura – for fragrance lovers with character.
Douglas Group (incl. Parfumdreams, Nocibé)
– Europe’s largest beauty retailer, strategically focused on selective perfumery and a strong retail presence.
Orveon
– Umbrella brand for Laura Mercier , bareMinerals and Buxom , with a focus on clean beauty and prestige skincare.
Sauer Brands
– More food & FMCG – but an example of how broad Advent’s portfolio is.
Avolta (formerly Dufry)
– World market leader for duty-free – where many experience their first fragrance moment.
Manzanita Capital – The Silent Curator of Aesthetics
No aggressive expansion, no flashy campaigns – just subtle brand management and sustainable fragrance curation. Manzanita invests in what lasts: aura, quality, and storytelling.
🔹 Manzanita currently includes:
DS & Durga
– New York fragrance avant-garde with artistic vision. Creations like Bowmakers , I Don't Know What , and Rose Atlantic define the new perfume poetry.
🗝 High-quality niche perfumes for collectors with a sense of style.
Diptyque
– The Parisian original for fragrant interiors and fine body fragrances , famous for its iconic candles, room perfumes and minimalist bottles.
Malin+Goetz
– Skincare and perfume in understated elegance. Clean lines, a clear message – perfect for urban fragrance aesthetes.
Susanne Kaufmann
– Alpine nature meets luxurious clean beauty , with a fragrance approach that combines naturalness and sensuality.
Space NK
– Premium beauty retail from Great Britain, platform for selective luxury brands.
Previous investments (with cult status)
Byredo – co-invested in 2013, later transferred to Puig.
Eve Lom , Kevyn Aucoin – icons of the early Manzanita years.
Numbers, power and molecules: Advent vs. Manzanita in a fragrance comparison
Advent International , a global private equity giant, manages over USD 92 billion . Its own annual revenue is approximately USD 270 million , generated through investments such as Parfums de Marly and INITIO Parfums Privés . These brands generate sales in the hundreds of millions of euros and are considered growth champions in the luxury niche fragrance segment .
Manzanita Capital, on the other hand, operates quietly – with only 11 to 50 employees and its own revenue of around USD 10 million . But its brand portfolio is impressive: Labels like DS & Durga, Diptyque, and Malin+Goetz collectively generate over USD 470 million in beauty sales per year .
The difference? Advent builds global fragrance empires. Manzanita curates artistic fragrance lines. Both have their place – but at scent amor, you'll find brands that have retained their soul despite investments .
Your scent. Your choice. Your stage.
Whether under the umbrella of Advent International or in the subtle cosmos of Manzanita Capital – what ultimately matters is: How do you feel when the fragrance touches your skin? At scent amor, you won't find mass-produced goods, but rather curated fragrance art – with brands that retain their creative soul despite their corporate structure.
Discover long-lasting Extrait de Parfums , artistic oud compositions , high-quality unisex fragrances and rare works of perfume art – online at scent amor.
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