Powered by these young consumers, China’s fragrance market is expected to maintain double-digit growth in the years ahead, with Mintel projecting sales to double between 2020 and 2025 from 6.9 billion yuan ($1.1 billion) to 15.4 billion yuan ($2.4 billion). Euromonitor International, meanwhile, expects fragrance sales to reach 30 billion yuan ($4.7 billion) by 2025. Growing fragrance demand and usage isn’t just benefiting the biggest names with the longest history in mainland China — among them Chanel N°5 and Dior J’Adore. In recent years, the evolution of consumer tastes has brought a greater willingness to experiment with lesser-known brands from both overseas and domestic producers.

— Read more in Niche Fragrances Are Booming In China, And Global Brands Are Taking Note at Jing Daily.