Asia was a tough market for perfumes for many years, with little interest from consumers and a limited local brands offer. However, the trend has greatly evolved in the last few years with a growing interest for personal and home fragrances. China has been a particularly dynamic market with a growing interest from consumers for western brands but also a keen appeal for niche local brands, especially among Gen Z who likes to experiment with scents. As a result, Chinese fragrance players have been gaining a lot of attention, so here a 5 brands to know about :
Founded by Chinese perfumers, it brings together world-renowned perfumers and selects precious raw materials to make high-end perfumes no longer just a luxury. The brand is committed to creating high-quality perfumes suitable for Chinese people and has become a leading brand in the perfume industry.
Assassina offers perfumes in bottles inspired by the Ace of Hearts, with a unique heart shape to tell women that they are their own trump card. The brand partners with fragrance company Givaudan and domestic fragrance creation expert Shuangma fragrance to create emotional scents.
Documents is a Chinese high-end fragrance brand, which opened its first Shanghai flagship store in early July, and has cooperated with Givaudan on six perfumes. The contemporary and youthful scents comprised :
Founded in 2011, Wegoo focuses on Asian women as primary clients. The brand creates fragrances from fresh flora and fruity aromas. Each perfume create different scenarios, portraying “a scene of leisure time spending together in a garden”.
Genderless fragrance brand Maison Dixsept works with independent perfumers from all over the world to integrate artistic creation and emotional connection into products and customer experience.