However, with the development of the market, the size of the niche fragrance sector has been growing since 2019 and welcoming the middle classes. In 2020, Stockholm-based Byredo officially landed in China and recorded tens of millions of RMB in sales within eight months, indicating a boom. Just as Chinese consumers are embracing niche fashion labels, they are also beginning to invest in lesser-known perfumes. They like the unique notes of indie ventures but also consider fragrances as their “olfactory cards” — an extension of their personality and taste.

— Read more in Why Niche Fragrances Like Diptyque And Byredo Are Booming In China at Jing Daily.