The Asia Perfume Show brought together a new generation of independent fragrance houses from across the region. From distinctive olfactory perspectives to creative approaches rooted in local culture, these eight brands offer a glimpse into the diversity and evolving identity of Asian perfumery. Discover the names worth keeping on your radar.

Often described as price-conscious, Gen Z is showing a strong appetite for premium fragrance, with 74% of surveyed consumers willing to spend £100 or more on a single scent. With nearly half trying a new brand every two to three months, discovery and peer reviews are shaping a generation of fragrance consumers open to exploring new names and investing in scents that capture their interest.

As niche fragrance splits into mass and haute, the price gap keeps growing. But does a higher price reflect a genuinely different perfume, or simply a new vocabulary, a new distribution strategy, and a more luxurious story? The real question is simple: what should the extra cost buy?

With a background in technology, new CEO Ivano Cauli sees opportunities to help niche fragrance brands strengthen their digital presence and reach new markets. As the category grows more crowded, he aims to preserve Pitti Fragranze’s carefully curated approach while helping exhibitors navigate an increasingly digital landscape. From e-commerce and AI to the growing intersection of fragrance, skincare, and lifestyle, how is Pitti Fragranze shaping the future of scent?

Coming from China, Japan, Korea, Thailand, Vietnam, India and even Tibet, forty fragrance brands gathered for the Asia Perfume Show. This marked the second edition of the event which was co-organized by Nez and Notes Shanghai. In this recap discover several houses that stood out from the crowd.

The quirky Dutch brand which first came on the scene in 2018 is known for its playful scents with names inspired by nicknames for drugs. An indie, niche breath of fresh air, now the brand is scaling with Sephora, who wants to “get into the kitchen” – to be involved in development. Will brand founder Bram Niessink and team hold steady or cede creativity?

Fragrance as a category continues to perform well, consumer demand remains unsated, hence the launches keep coming. But are they quality, meant to last, or just to garner attention? How does the consumer navigate the sea of choices? Do they try, or do they just follow trends and influencers? And do they ever develop an attachment to a fragrance, or are they forever fickle?

Wellbeing fragrance brand Vyrao has been bought by Tresalis, a recently established beauty business backed by German investment firm Athos. Known for stradling a category between fine fragrance and wellness, the brand was one of the first to link scent and emotion in the selfcare context. The strategy under Tresalis has not been communicated yet.

Image: Thanks to Myriam Jessier