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Our Expertise

We have worked on focus group with offline perfumery stores, individual interviews with fragrance clients, trends analysis, creation of new perfumes with China-oriented colors, smells, and packaging.

With our experience in the perfume industry, we help your brand seizes this emerging market. Today, the perfume and fragrance market is still emerging in China:

  • Forecasted revenue of $2.5 billion USD in 2023
  • Forecasted revenue of $3.1 billion USD by 2025
  • Average YoY growth of +12% per year

Key Insights

Market Data

In 2023, the annual revenue of the perfume market is reaching $2.5 billion USD in China. It is forecasted to reach $3.1 billion USD by 2025, with a YoY growth of +12%. The fragrance market is still an emerging market with a strong potential for newcomers.

Sales Channels

Similar to the cosmetic market, the online sales market share of perfume increased to 61.3% in 2020. This change is mainly because Chinese customers now pay more attention to the notes, so they need to smell it before buying, giving more importance to offline retail.

Consumers Trends

Among Chinese perfume consumers, 40.8% of consumers will pay attention to all fragrance notes while 23.1% will pay only attention to the base notes. The local preference is concentrated on 50ml bottle or below, and the emphasis is on portability and easy storage.

Top 3 Influencers for Fragrance in China


Minnie is gathering a niche community of 16,000 followers on Xiaohongshu. She shares perfumes in poetic and engaging scenery.


Lucy is a fragrance expert with 350,000 followers on Douyin and always sharing fragrance reviews and perfume tips.


Tuo is followed by a small but concentrated community of 31,000 fragrance lovers who follow his perfume recommendations.

Top 3 Categories for Fragrance in China

1. Niche Perfumes

While considering the population in China, it is quite common to have a lot of people using the same perfume from big brands. This made a lot of perfume too common to smell on the street and people do not like it, which brings the name “Street Perfume” as a negative description. Today, the HNWI and middle class consumers are willing to buy more niche perfumes including Byredo, To Summer, Documents, and By Kilian.

2. Home Fragrance

After 2016, with the gradual increase of the middle-class population, home fragrance products, as products that can bring out the quality of life, have shown explosive growth in the sales volume of the fragrance market. At the same time, in the current era of personalization, personalization of smell has become a way for consumers to express themselves, and the demand for home fragrance is gradually increasing. In 2022, the size of China’s home fragrance market reached $6 billion USD, a year-on-year increase of 23.68% .

3. Luxury Perfumes

The market value of luxury perfume was $1 billion USD in 2019. The market increase in 2022 and 2023, to reach $1.14 billion USD in the first quarter of 2023. Luxury perfumes can be called “niche fragrance” or “commercial fragrance” depending on their positioning and awareness.

Best in Class


The fragrance brand is a success in China thanks to its minimalist design and its niche perfumes to enable Millennials and Gen Z to reveal their unique identity.

Juliette Has a Gun

With the genderless trend, the brand went viral with the “Not A Perfume” scent. For men and women, it uses a single ingredient Cetalox for disruptive creation. 

To Summer

The fragrance brand implemented retail stores in less commercial locations. At the corner of the Confucius Temple, the Beijing store is an ode to Chinese culture.

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