Before The World Moved Again

‘Far from day, far from night
Out of time, out of sight
In between earth and sea
We shall fly, follow me ‘-Blondie

I’m so honored to share with you New Niche’s #1 published fragrance: Before The world Moved Again!In 2024 Sebastian Graf told me about his idea to start a fragrance publishing house that not only gives perfumers creative freedom, but also reckonition for their work. By featuring the name and image of the creator on both the packaging and communication. This is very important.

When you hear a beautiful song on the radio or in a club you want to know who the artist is. When you see a movie you can easily find out who the director is, the actors or even who did the make-up. In perfumery this is less transparant. And so when Sebastian invited me to embark on a journey with him and the community from his already populair Scently Speaking newsletter- it was one that I gladly accepted!

New Niche founder Sebastian together with perfumer Dario Siegel and Chester Gibs in Dario’s laboratory.

New Niche is an independent fragrance brand redefining niche perfumery through authenticity, artistic integrity, and a deeper emotional connection to scent. Founded by Sebastian Graf, the brand challenges traditional, product-driven perfume marketing with a slower, more intentional approach rooted in creative freedom and truth in perfumery.

Positioned as a publishing house for perfume, New Niche treats fragrance as an art form rather than a commodity. Each release centers on authorship, preserving the direct connection between perfumer and creation—an important value for the brand.

Remaining fully independent, New Niche prioritizes organic growth and meaningful storytelling over mass production. The focus is on fewer, more thoughtful creations designed to resonate on a deeper level with those seeking unique, artistic perfumes.

New Niche proudly introduces its first published fragrance, Before The World Moved Again, created by olfactive creative Chester Gibs. Chester approaches scent the way some people approach memory—by following the quiet thread it leaves behind.Scent as colours, moods, and subtle shifts in atmosphere.

When Sebastian asked my to share my inspiration for the perfume I was to create, I knew it had to be inspired by a stillnes; reflection and contemplation. I wanted the perfume to also reflect my mixed race upbringing, my mum was born in Indonesia and so I wanted to somehow take that into the creation process.

When I was on a trip to Bali, I saw a lady arranging the canang sari, a typical offering with different colors of flowers and incense. The dedication with which she arranged her canang sari completely made me forget about time and for an instant I was in that moment.It was all that seemed to matter.

In our busy lives, sometimes something seemingly simple captures you and draws you in-like a beautiful bird in a tree or watching a street musician singing a magial song-and you stand still, you appreciate that moment.

The nice thing about the canang sari moment , was that it already provided me with some ideas for ingredients in my fragrance formula for New Niche; materials like incense and tropical flowers. After many modifications , Sebastian and myself joined Dario Siegel in his lab for trial compounds-and it was Dario who came up with idea of adding the distilled lime that gives Before The World Moves Again that green sparkling effect in the opening.

Before The World Moved Again is a spicy, floral, woody composition—an invitation to contemplation. Each edition of New Niche is created in collaboration with a visual artist. For this edition, painter Ivana Rubelj translated the fragrance into form and colour; her work adorns the packaging as a visual interpretation of Before the World Moved Again.

With this debut, New Niche defines itself as a rebel in independent niche fragrance, artistic perfumery, and modern scent storytelling.

You can get Before The World Moved Again -extrait de parfum by New Niche here and here. Notes: incense, bengal pepper, elemi, ylang ylang, jasmin, patchouli, lime, bergamot, immortelle, woods