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Parisian perfume house Maison Crivelli is expanding its presence in Africa. On Wednesday, the buzzy indie brand will host an intimate influencer and celebrity dinner in Lagos, Nigeria to herald its recent rollout in the country.
Expanding to Africa was always a key goal, Thibaud Crivelli, the line’s founder and creative director, told The Business of Beauty. “I underestimated how fast the brand would develop for customers [in Africa, but] I saw the potential,” he said.
Its Wednesday event is timed to coincide with “Detty December”, a season of festivities across African cities like Accra and Lagos, as diaspora travellers from across the globe return to enjoy the season.
Maison Crivelli, which launched in 2018, has gained popularity among African and diaspora consumers, as well as a global cult following. High-profile fans of the brand include celebrities such as Rihanna, Nigerian musician Davido, and French-Malian singer Aya Nakamura. Its scents start around $325, pricing the brand at the top of the niche segment, above buzzy names like Byredo and D.S. & Durga.
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Its first foray into the market was in South Africa in 2020, which has historically been the gateway into the African market. Many international brands establishing their presence in South Africa before expanding across the region.
Beyond Detty December, Crivelli sees Nigeria as a market with strong growth potential, citing its vast and youthful population and rising middle class. He also pointed to the number of Nigerians purchasing beauty abroad in cities like London and Paris. Across Galleries Lafayette stores, Sub-Saharan African clients account for 23 percent of Maison Crivelli’s customers.
The appetite for niche perfume is growing across the continent, as shoppers are increasingly searching for premium and niche fragrances. Local perfumers are noticing an increase in sales as consumers seek out unique and exclusive scents, while international brands continue to enter the market slowly.
Maison Crivelli will also look to increase its official distribution channels in the region. Crivelli said some customers resort to overseas travel to shop, and that finding the right retail partners in hotspots like Egypt, Kenya and Côte d’Ivoire is key to halting grey market sales and maintaining brand equity.
Crivelli also plans to spend time in the market, travelling to new locations to train sales advisors and support with visual merchandising.
“I want to ensure that when customers shop in Lagos or in Cape Town, they get the same experience as they would have in Harrods or Galeries Lafayette,” he said.
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