The brand platform for niche fragrances: will be a brand

Niche fragrances are the secret stars of the perfume market. They are core fragrances with unusual and sometimes even revolutionary concepts, created by innovative perfumers who realise their visions outside of the mainstream perfume market.

will be a brand offers a home for young German niche perfumery. The company, which is based in Berlin, distributes and supervises the labels of Germany’s best, wildest and most visionary perfumers.

Fragrances in this segment demand exceptional expertise and contacts to nurture the creative process, market the resulting perfumes in a suitable style, and distribute them to the right outlets. These are precisely the core competencies that will be a brand offers. The head and entrepreneur behind the brand platform is Sven Eric Moos, a fragrance market expert with a global network of contacts and the right nose for niches, trends and business.

will be a brand currently has 8 brands in its portfolio (2021):

The will be a brand fragrances are sold exclusively through selected perfume shops, concept stores and exclusive online shops. 

At www.facebook.com/willbeabrand, at www.instagram.com/willbeabrand and in the blog on this site Sven Eric Moos and his friends share news from the company and the fragrance industry.


will be a brand understands the niche market and its players – it is itself a brand, one  that reflects the essence of its perfume creations.” (Sven Eric Moos, founder and managing director of will be a brand)