Editor’s Note
This article explores how Colombia’s luxury market is shifting, driven by a new generation of consumers. It focuses on the rapid growth of niche perfumery as a key example of this broader change in tastes and demographics.
Luxury in Colombia is no longer what it used to be. Gone are the days when the consumption of high-end items was reserved exclusively for a mature audience with high purchasing power. Today, a new generation of consumers is writing a different story, especially in the universe of niche perfumery, a segment that is growing strongly in the country.
To understand this phenomenon, SEMANA spoke with Christopher Honey, Brand Experience Manager for Thameen, who recently launched Thameen London’s liquid jewelry and has identified in Colombia a consumer who is increasingly educated, demanding, and emotionally connected to their olfactory choices.
The rise of niche perfumery in Colombia is no coincidence. It is the result of a profound change in local consumer behavior, especially among younger people, who have begun to reject mass-market products and seek more authentic and meaningful sensory experiences.
Social media platforms like Instagram, TikTok, and YouTube have been key in this transformation. Through influencers, fragrance reviewers, and specialized content, new buyers learn, compare, share opinions, and decide which fragrance best represents them. It’s not just about a scent: it’s about an extension of their personality and lifestyle.
Although luxury remains the central axis of this market, niche perfumery offers a less intimidating entry point for those beginning their journey into the world of premium fragrances.
This approach has allowed more Colombian consumers to approach the world of high perfumery not as a display of ostentation, but as a form of intimate and unique expression.
With a presence in over 50 countries, Thameen identifies Colombia as fertile ground for growth. Although its arrival in South America is recent, the brand has already seen a strong connection with consumers from this region in other parts of the world.
The iconic blue color of their bottles represents both the founder’s personal love for this hue and the connection to precious stones like sapphire. Thameen works with master perfumers from around the world, not just from France, and selects the highest quality ingredients to ensure each creation has soul and authenticity.
Thameen and Neeche seek to cultivate a community of connoisseurs, perfume lovers who value the nuances, the story behind each fragrance, and the promise of wearing an invisible, yet powerful jewel on the skin.
