Perfume in China 2025: a sector undergoing cultural and economic transformation

In 2025, the perfume market in China is experiencing strong growth, with a significant increase in sales and changing consumer behavior. Here are the key points to remember:

Growth and potential of the Chinese perfume market

The Chinese perfume market is expected to reach 21.4 billion yuan (approximately $2.9 billion) in 2025, with an average annual growth rate of 13.4% between 2020 and 2025. This growth is well above the global average of 4-6% per year. China is on track to become the world’s second-largest market for fine perfumery in 2025, just behind the United States, driven by a young and affluent population that is increasing its consumption of luxury goods and perfumes. [1]

Consumer trends and changing habits

The market is dominated by young people aged 24 to 40, mostly women, with perfume penetration still low (around 5% of the population), leaving strong potential for growth. Chinese consumers prefer light, fruity, and floral scents, but demand for niche perfumes and different products is also growing. The use of men’s fragrances is increasing, reflecting a cultural shift towards greater acceptance of beauty products among men.[2] Finally, the niche fragrance segment is experiencing spectacular growth: +45% growth in 2024[3]. In this segment, unisex and customizable fragrances are very popular, in line with increased demand for individualization.

Foreign brands or local brands: what are the trends and success factors?

Shanghai[4] plays a central role in the growth of this sector, attracting large multinationals such as IFF and Givaudan, which have set up innovation and creative centers there. The city is positioning itself as a strategic economic and commercial hub with policies favorable to brand launches. The market is still largely dominated by international brands, particularly French ones, but they now need to adapt further:

• Launch exclusive collections for China
• Adapt formats (e.g., miniatures for travel retail)
• Playing on local cultural references in their communication

Western niche brands such as Le Labo, Byredo, and Diptyque have managed to succeed, driven by an arty positioning and a high-end boutique experience.

The emergence of local brands investing in R&D and marketing is a notable phenomenon, particularly since the pandemic. Local brands enjoy strong consumer appeal and manage to combine quality, trends, and local cultural elements. This is the case, for example, with the brand To Summer, founded in 2020, which draws inspiration from the seasons and Chinese nature. It stands out for its elegant packaging and poetic fragrances. The brand recently launched an immersive boutique in Beijing, recreating a contemporary Chinese garden. Retail is becoming an experiential arena, combining art, design, and technology.

Distribution and digital marketing: how are perfumes sold in China?

Digital and e-commerce, via platforms such as Tmall, JD.com, and Red (XiaoHongShu), are essential marketing channels, supported by the strong influence of KOLs (influencers) and KOCs (Key Opinion Consumers) who contribute to brand awareness and guide consumer choices. This also facilitates the emergence of niche and local brands that are gradually gaining market share (see our infography on the perfume market).

What does the future hold for perfume in China?

In 2025, the Chinese perfume market is experiencing remarkable growth, driven by a young generation in search of personal expression, a confident move upmarket, and a high-performance digital ecosystem. China is becoming a laboratory for innovation and experimentation where both local and foreign brands must adapt their offerings, storytelling, and market entry strategies to a unique market.

For more than 25 years, VVR International has been helping French and European companies successfully establish themselves in the Chinese market, particularly in the luxury, cosmetics, and perfume sectors.

Our teams based in China and Paris support you at every stage of your development:

• Targeted sector market research
• Identification of partners (distributors, R&D centers, influencers)
• Product adaptation and local positioning
• Strategy for entering Chinese digital platforms (Tmall, JD, RED)
• Regulatory monitoring and compliance with local standards (e.g., NMPA)

[1] french.shanghai+2

[2] staiirs+1

[3] Mintel China Fragrance Report, 2024

[4] https://french.shanghai.gov.cn/fr-Editorspick-DoBusiness/20250909/5dcc0ee33bd248dca66cdae4de556dbe.html