First, a disclaimer: we’re unlikely to see the demise of men’s and women’s perfume displays any time soon. “The truth is that scent is very tied to sex because what you smell like is a primal force of attraction and the easiest way for brands to market fragrance – even if it is a bit stereotypical and lazy sometimes – is to do the classic guy and girl thing,” says Bee Shapiro, founder of the perfume house Ellis Brooklyn and beauty columnist for The New York Times.

Yet an undeniable shift is taking place in the world of haute parfumerie. A growing number of perfume houses – particularly newer, independent ones – are choosing not to label their scents "male" or "female".