The fragrance industry, while crowded, is not necessarily saturated. It thrives on innovation and the continuous introduction of new trends and niche markets, such as personalized and sustainable fragrances, which keep the sector dynamic. Consumers' growing interest in unique and ethically produced scents has led to opportunities for both established brands and new entrants to carve out their niches. Additionally, the rise of digital marketing and e-commerce platforms has lowered barriers to entry, allowing more players to participate and innovate in the market. Thus, while competitive, the industry's capacity for diversity and personalization prevents it from becoming fully saturated. If anything, the only thing saturated about the perfume industry is the deluge of boring me-too smelling fragrances that all smell the same. Once again, this offers opportunities for newcomers to showcase unique and interesting scents to capture market share.