Montreal's Fragrance Landscape Transforms as Ethical Choices Emerge
In a quiet but significant shift, Montreal's perfume industry underwent a seismic change by the end of last year, highlighted by the unexpected closure of the beloved Etiket boutique on Sherbrooke St. W. This 14-year-old institution, known for its curated selection of high-end and independent fragrances, shut down on December 10 without explanation, leaving a void in the city's aromatic culture.
The Decline of Independent Perfumery
Etiket was more than just a store; it was a haven where knowledgeable staff guided customers through notes and histories, often offering free samples to ensure personal and financial satisfaction. Speculation on platforms like Reddit suggests that expansion and remodeling efforts may have failed to yield sufficient returns, forcing the closure. As retail giants like Holt Renfrew and Rennaï at Royalmount step in, they cannot match the unique service and diversity Etiket provided.
This disappearance signals a broader trend in the luxury market, where conglomerates such as LVMH, Kering, and Estée Lauder dominate, squeezing out independent brands. With Valentine's Day approaching, perfumes like Dior Sauvage and Yves Saint Laurent's Libre are heavily marketed, but they often represent corporate interests rather than artistic craftsmanship.
Ethical Implications of Fragrance Choices
Jayanthan Sriram, a public scholar and PhD candidate at Concordia University specializing in olfaction, emphasizes that smelling good is an ethical decision akin to choosing sustainable clothing or fair-trade coffee. He points out that many luxury brands engage in greenwashing and may overlook issues like child labor, as highlighted in a 2024 BBC investigation. The plight of independent perfumers is not about elitism but survival, driven by a passion for craft and culture beyond mere marketing.
As the perfumery world becomes a playground for holding companies and private equity, consumers are encouraged to reflect on their needs. Niche brands like Canada's Zoologist face limited options: remain independent online or be absorbed by larger entities, losing their artistic integrity in the process.
A Call to Action for Valentine's Day
This Valentine's Day, consider skipping mass-produced perfumes in favor of traditional flowers. By doing so, you support ethical practices and avoid contributing to the consolidation of the fragrance industry. Research your fragrance choices thoroughly, prioritizing brands that value transparency and artistry over profit-driven campaigns.
Ultimately, our aesthetic needs as humans—to transform perception and express identity—should align with values that promote sustainability and fairness. Embrace old-school gestures like flowers, and make fragrance decisions that resonate with personal and global ethics.
