Smaller fragrance brands will now have the chance to get their due, thanks to the newly formed “Indie” Fragrance Committee set up by The Fragrance Foundation. The specialized committee’s mission statement and purpose is “to support the excellence, talent and artistry of ‘indie’ perfumes, celebrate their individuality and craftsmanship, give a voice to the indie brands, and address any issues and concerns that are important to the group as a whole.”

 Rochelle Bloom, president of The Fragrance Foundation, commented: “While niche fragrances have always been recognized at the annual FiFi Awards, “we are keen to find a way to encourage more niche/independent submissions, reaching out to the smaller, successful, entrepreneurial brands not supported by a large company.”
 
An “Indie” brand is defined as a brand that has been on the market for at least two years and is distributed in one to 25 doors. The premier Indie FiFi Awards will be handed out at the January 2012 Elements Showcase.