Perfumery in China: Key Fragrance Trends Discovered at Shanghai Notes

What are the latest fragrance trends in China and Asia?

At Shanghai Notes, the teams from Flair and Alexandre.J explored a rapidly evolving fragrance market. From fruity scents and enveloping musks to woody notes and tea accords, this immersion revealed a distinctive approach to fragrance creation, at the crossroads of innovation, well-being and Asian cultural identity.

 

Key Olfactory Trends in Asian Perfumery

The Shanghai Notes experience highlighted trends that differ in several ways from those observed in the European market. Four major olfactory families stood out: woody notes, milky accords, light florals and fresh fruity scents.

Fruity fragrances appeal through their juicy, luminous and realistic character. Yuzu, pomelo, guava and pomegranate were among the ingredients that caught the participants’ attention. Matcha, jasmine tea and glutinous rice also enrich creative palettes, with interpretations that sometimes move away from accords traditionally explored in Europe.

Green notes, particularly blackcurrant bud, also play an important role in the compositions discovered at the exhibition.

 

The Asian Clean Scent: Warm, Comforting Skin Fragrances

Another major trend is the rise of skin scents. Dominated by white musks and powdery facets, these fragrances aim to evoke softness, comfort and intimacy.

However, the Asian interpretation of clean scents differs from its European counterpart. While Western perfumery often favours a fresh, laundry-inspired effect, the approach observed in Shanghai is warmer, more intimate and enveloping. It evokes the scent of skin, comfort and the feeling of an embrace.

This pursuit of well-being reflects a desire to create easy-to-wear fragrances that accompany everyday life while offering a positive sensory experience.

 

Synthetic Fragrances with Often Linear Compositions

Industry professionals also noted the strong presence of synthetic ingredients, aldehydes and solvents in many creations. Despite sometimes high fragrance concentrations, certain perfumes can have moderate olfactory intensity and a relatively linear evolution.

Woody notes nevertheless remain essential. Sandalwood, combined with pepper, iris and patchouli, reflects an affinity for materials that hold an important place in Chinese history and culture.

At the same time, some brands are exploring bolder olfactory territories, with leathery, smoky and dark accords that challenge prevailing trends.

 

Shanghai Notes: Where Futuristic Design Meets Chinese Cultural Identity

Beyond the fragrances themselves, Shanghai Notes stands out for its immersive visual experience. Futuristic scenography, raw materials, concrete, bold colours and interactive displays all reflect a contemporary approach to perfumery.

Asian brands are seeking to combine their cultural heritage with modern aesthetic codes, sometimes inspired by Europe. This identity is expressed in particular through storytelling: each fragrance tells a story and highlights cultural references, iconic ingredients or signature materials.

Product ranges also extend beyond traditional perfumes to include shower gels, body lotions and hand creams. This holistic approach enables brands to build distinctive sensory worlds, often with accessible price positioning.

 

What Inspiration for the Future of Perfumery?

This immersion in China offers a valuable source of inspiration for perfumers and European industry professionals. It encourages them to rediscover ingredients such as yuzu, pomelo, matcha and glutinous rice, while exploring new olfactory combinations.

Above all, it highlights the value of a dialogue between two creative approaches: on the one hand, a dynamic and expressive Asian perfumery deeply rooted in cultural identity; on the other, European expertise, renowned for the subtlety and complexity of its compositions.

 

The next step? Reimagining olfactory codes by bringing together cultures, raw materials and creative sensibilities to develop new fragrance signatures. Shanghai Notes confirms the importance of following the evolution of Chinese perfumery, whose inspirations could help shape the fragrances of tomorrow.

 

An article informed by the observations and contributions of Pauline Jegousse and Yusuke Masuda.