Why are Chinese perfume fans opting for niche brands?
4 Aug 2021
Why are Chinese perfume fans opting for niche brands?

Major luxury brands reign over the global fragrance market, but in China, many scent shoppers are eschewing big names in favour of small-scale and home-grown perfumiers. Why exactly are they drawn to niche labels? And how can international brands adapt their strategies accordingly?

Jiaqi Luo

Jiaqi Luo is a contributing writer for Jing Daily, Vogue Business, and South China Morning Post. She reports on luxury, fashion, and beauty trends from contemporary China.

Olivier Viejo

Olivier Viejo attended Ecole Superieur Management, Geneva, earning a degree in marketing and enterprise communication. He joined Firmenich in 2001 and is based out of the Shanghai office in China. He worked to open the Shanghai Fine Fragrance Atelier to host regional Chinese clients and companies.

Adrienne Matei

Adrienne Matei is a journalist for publications including the New York Times, Bon Appetit, Vanity Fair, The Globe, and The Guardian. She writes about the intersection of online and offline culture from Gen Zer Tik Tok trends to the digital afterlife.