Niche Reviews

Ryan runs Niche Reviews on TikTok, and the remit in his own bio is exactly what he does: review niche-smelling fragrances honestly. The account was created in July 2024 and posts consistently. Small by fragrance TikTok standards, and this entry is not pretending otherwise - it earns its place on subject matter and consistency rather than reach.

The lane is genuinely niche, and often ahead of the bigger channels. He covered Esxence 2026 in Milan day by day from the floor, and his feed takes in Jusbox, Le Bonheur, Kajal, Superz Budapest, Réservation Parfums, Welton London, Mykonos and Rayhaan, alongside a Montblanc release and a Selfridges pop-up. That is a lot of emerging and independent houses that larger accounts do not get to, which is the reason to follow him.

On disclosure he is better than most: gifted units are marked in the caption as gifted or PR rather than passed off as ordinary purchases, and discount codes are named openly. He also runs Niche Samples UK, a decant shop selling samples from around £1.99, linked from his TikTok bio - so he sells samples in the same space he covers, stated here because it is worth knowing and because he signposts it himself rather than hiding it.