How Filthy Brands is shaking up the fragrance world – a conversation with Francesca Cherruault
Today, we’re joined by Francesca Cherruault, founder of Filthy Brands—a company redefining fragrance distribution and championing independent perfume houses. Francesca’s journey began at Escentric Molecules, where she witnessed firsthand how a niche fragrance brand could disrupt the industry and shift the way people buy perfume. That experience ignited her passion for helping brands grow from obscurity to global recognition. With Filthy Brands, she’s on a mission to ensure independent fragrance houses get the retail presence they deserve, competing with industry giants while maintaining their strong brand identity.
In this conversation, we explore how the fragrance industry has evolved, why consumers are shopping differently today, and the strategy behind getting niche brands onto the shelves of prestigious retailers like Selfridges, Liberty, and Sephora.
The Beginnings of a Fragrance Maverick
Francesca’s journey into fragrance distribution started at Escentric Molecules, a brand that played a pivotal role in the rise of niche perfumery.
“I started at Escentric Molecules as an assistant to one of the founders. It was an incredible place to learn because I was in every meeting from day one – absorbing insights from buyers, distributors, and industry leaders. I was there for nearly nine years, watching the company grow and seeing how the industry shifted from mass-market celebrity fragrances to niche, ingredient-led storytelling.”
She later moved to a UK fragrance house, Laboratory Perfumes, where she continued to refine her expertise. “I realised I loved working with brands in their infancy – helping them go from being unknown to seeing their names in the windows of Liberty and Selfridges. That’s where Filthy Brands was born. I wanted to shake things up and make space for independent brands in a landscape dominated by Estée Lauder, L’Oréal, and Coty.”
The Changing Face of Fragrance Buying
Over the last two decades, consumer behaviour in the fragrance market has undergone a seismic shift. Gone are the days when buyers simply reached for the latest designer launch or a fragrance associated with a celebrity.
“People are buying by notes now,” Francesca explains. “They know they love sandalwood, so they walk into Liberty and ask for sandalwood-based scents rather than blindly following a brand name. That change in purchasing behaviour has been huge.”
This evolution has also led to a departure from the traditional idea of a ‘signature scent.’ “It’s like wearing the same outfit every day,” Francesca laughs. “People now curate fragrance wardrobes for different moods and occasions. You might wear a bold, oud-heavy scent for a night out, but opt for something subtle and fresh in the office. Fragrance has become a deeply personal extension of identity, rather than just a status symbol.”
The Power of Storytelling in Niche Fragrance
Beyond the shift in buying habits, storytelling has emerged as a key factor in consumer engagement. “People want to connect with a fragrance’s backstory,” Francesca says. “They aren’t just buying a scent – they’re buying into a world, a mood, an experience.”
This connection between scent and identity has allowed niche brands to flourish, offering something unique in a market that was once homogenised by mass-produced, marketing-heavy perfumes.
“For me, there’s a thrill in seeing an underdog brand make it. When I see a brand I’ve worked with in a prime retail space, knowing it wasn’t backed by millions in marketing spend but got there through sheer quality and passion—it’s incredibly rewarding.”
What’s Next for Filthy Brands?
As the fragrance industry continues to evolve, Filthy Brands is at the forefront of championing independent perfumers and challenging the status quo. “There’s a certain rebelliousness in what we’re doing,” Francesca admits. “We’re proving that niche brands can take up space in the biggest retailers, and that consumers are craving something different.”
Listen to the full episode here.