China's perfume brands pivot from ingredient sourcing to brand identity and storytelling.

Lan Vy April 15, 2026, 22:12 For many years, the Chinese perfume industry has relied heavily on high-quality ingredients and distinctive components—imported from Western suppliers—until domestic brands began shifting toward a broader, more culturally anchored value proposition. Local Chinese brands are accelerating to shape a luxury narrative with a distinctly Chinese imprint, moving beyond familiar notes such as tea, osmanthus, chrysanthemum, and jasmine to explore and commercialize native plant species that can differentiate them in an increasingly competitive market, while expanding fragrance portfolios toward greater diversity and experimentation. Brands such as Fechii, Tianjin Double Horse Flavors and Fragrances, and Wincom Flavors and Fragrances are driving this wave of research, focusing on ingredients with potential to make a mark both domestically and on the global perfume map. OPTIMIZING LOCAL INGREDIENTS In an increasingly competitive environment, many domestic perfume brands are shifting toward a “hyper-localization” strategy—leveraging geography and regional specificity to build authenticity and position themselves in the luxury segment. The search for local ingredients is broadening beyond traditional notes to include local flora and materials that can create differentiation. A prime example is dried mandarin peel aged for years—Chenpi. Unlike many Western fragrance ingredients that emphasize freshness and immediacy, Chenpi’s value lies in aging over time. Under official standards, mandarin peel must be aged at least three years to be classified as Chenpi; premium Chenpi is often aged a decade or longer, developing complex scent layers and pronounced depth. Chenpi is increasingly used by Chinese perfume brands in formulation. With a processing history of over 700 years and protection under national geographical indication rules, this ingredient is closely tied to the Xinhui District in Guangdong Province, long valued in both traditional Chinese medicine and Cantonese cuisine. The CHENPI GI designation not only carries symbolic meaning but also creates commercial value that other regions find hard to replicate. A similar approach is being applied to certain floral tea varieties—such as Snow Pagoda and Xiangfei from the Jinhua region—where local elements underpin premium positioning. The pursuit of local ingredients does not stop there. Chinese perfumers and researchers are expanding into extracts from rhododendron, moss, and tea-flower notes, each component contributing distinct aromatic characteristics to the fragrance lineup. Yet industry experts caution that discovering new ingredients is only the starting point. “Chinese perfumers are exploring and reinterpreting local scent ingredients, but that alone is not enough,” said Liu Haiqing, Director of the Technology Center at Wincom Flavors and Fragrances. He argues that without a clearly defined cultural framework, these innovations may become “similar” in a saturated global market. From Ingredients to the Power of Brand Story Leading domestic perfume brands understand one essential point: ingredients can open the door to consumers, but it is the story and brand identity that retain customers. Chinese brands such as To Summer, Documents, and Melt Season are pursuing a distinctive path—building identity around emotion, memory, and reinterpretation of culture rather than focusing solely on ingredient origins. FIFTYSIX, launched at Notes Shanghai April’s Edition—a major niche perfume fair in Shanghai—can be viewed as one of the boldest expressions of this approach. FIFTYSIX builds a scent identity from elements of folklore, ethnic heritage, and oral tradition. Instead of centering on raw ingredient origins, FIFTYSIX uses language to position its scents as “elixirs,” its perfumer as an “alchemist,” and its formulas as “ancient techniques.” This world-building approach helps FIFTYSIX differentiate itself from the broader trend of emphasizing plant-derived ingredients among domestic brands. If the early growth phase of China’s perfume industry was defined by local ingredients, the next phase will depend on brands’ ability to translate China’s cultural depth into exportable narratives—stories that matter not only domestically but also beyond borders. Brand repositioning in the wellness era 19:14, 31/03/2026 Perfume brands repositioning in the wellness era A separate trend highlighted in the sector is the wellness-era rebranding of perfume brands, reflecting shifting consumer values toward holistic well-being and experiential branding. New fragrance launches and revival of heritage brands This landscape has also been shaped by a wave of interesting new autumn fragrance releases and revival of long-standing brands, signaling a broader industry maturation as luxury consumer expectations evolve. Keywords: câu chuyện thương hiệu, nguyên liệu bản địa, nước hoa Trung Quốc, tiêu dùng, Vneconomy Read more /… (content continued in site navigation and related links)