Fragrances are more than just pleasant aromas; they reflect personality, individuality, and cultural identity. Patrick Hui, founder of Scented Niche in Hong Kong, explains that scents popular in different regions often mirror local histories and tastes. For instance, Hongkongers’ preference for British brands like Jo Malone stems from the city’s colonial past. In mainland China, florals such as osmanthus, rose, and jasmine once dominated due to their association with innocence, though this trend has shifted toward niche and bespoke fragrances in recent years.
Scented Niche, established in 2018, caters to perfume lovers seeking unique, lesser-known brands from France, Australia, and Italy. Hui notes that fragrance trends in mainland China evolve rapidly, with woody scents, particularly cedarwood, becoming popular this year. Unisex fragrances are also gaining traction, with women embracing woodier, spicier notes. Bestsellers at Scented Niche include citrus-woody blends like Trudon’s Vixi and Isla de Oro.
In second- and third-tier cities in Asia, consumers are more open to experimenting with new styles. However, customers in first-tier cities tend to be harder to please, often already owning extensive collections of popular scents.
Maison 21G, a brand specializing in custom perfumes, reflects the rising demand for personalized fragrances. Co-founder Maxime Vanhoestemberghe Patas emphasizes the emotional connection formed when customers create their own perfumes, making the experience more memorable. Maison 21G also crafts bespoke car diffuser scents for luxury car brands and hotel chains, further showcasing the shift toward customization.
Fragrance preferences vary widely across regions. Consumers in Hong Kong and Singapore lean toward strong woods like sandalwood, fresh fruits such as ginger and rhubarb, and sparkling citrus notes. Mainland Chinese consumers, however, favor clean, fresh scents like sage, wormwood, and vetiver, avoiding overly sweet or invasive fragrances.
Interestingly, scents like frangipani, popular in France, are poorly received in Singapore due to local associations with the supernatural. Vanilla, a favorite in the US and the Middle East, is considered too strong in mainland China. Even lavender, known for its calming qualities, is unpopular there.
As niche perfumes grow in popularity, the fragrance industry highlights the interplay between scent and cultural identity, offering individuals a way to express themselves while respecting regional preferences.
READ MORE: