Heritage
A house, in its own words
The story of Nicheend begins in Istanbul, where the Bektaş brothers grew up surrounded by a blend of traditional Turkish craftsmanship and a fascination with astronomy. In 2018 they launched the brand with a clear mission: to translate the vastness of space into a series of wearable experiences. Early interviews describe how the brothers spent months studying planetary characteristics before assigning each to a fragrance profile. Their first public offering arrived in 2020, a modest single‑note scent that tested market response. By 2022 the house unveiled the Universe Collection, a coordinated release of ten fragrances that each reference a distinct celestial body. The collection arrived simultaneously in boutique stores across Turkey and through a limited‑edition online drop, generating coverage in regional lifestyle blogs. In 2023 Nicheend participated in the ScentXplore NYC event, where curators highlighted the brand’s concept of “fragrance beyond scent.” The showcase featured a pop‑up installation that projected star maps behind the perfume displays, reinforcing the brand’s visual narrative. Throughout 2024 the label maintained a modest but growing online presence, with its Instagram account @nicheenduniverse surpassing 1,300 followers. The brand continues to release seasonal additions that expand the astronomical theme, while keeping production volumes limited to preserve the niche character of each launch. Nicheend treats perfumery as a dialogue between science and art. The founders state that they draw inspiration from the observable universe, using planetary names as a framework for scent composition. They believe that each celestial body possesses a distinct personality—Jupiter’s mass, Mercury’s speed, Venus’s heat—and they translate those traits into aromatic notes. The brand emphasizes storytelling; every fragrance is accompanied by a brief description that links the scent’s ingredients to an astronomical phenomenon. Nicheend also values transparency. The website lists the primary accords for each perfume and notes any sustainable sourcing practices when they apply. The house avoids mass‑market trends, preferring to explore niche ingredients that evoke the cold vacuum of space or the warmth of a solar flare. This approach reflects a broader commitment to creative integrity, where the scent’s narrative guides ingredient selection rather than commercial expectations.