In China, perfume is one of the fastest growing segment today. With the rising middle class and the desire of self-expression from the Gen Z, local consumers are searching for luxury and niche fragrance brands. On this matter, it seems the most popular scents are often the same in China. And it’s essential to know it for a curated China assortment selection.
Let’s dive into the favorite perfume scents in China.
Favorite Fragrance Families in China
In China, the fragrance market is experiencing rapid growth, with over 200 million consumers actively seeking new scents. Among these, floral perfumes reign supreme. In total, 50% of Chinese consumers favor this delicate and elegant fragrance family.
The popularity of floral fragrances is attributed to their versatility and ability to evoke emotions tied to beauty and nature. Citrus perfumes also hold a significant place in the preferences of Chinese consumers, with 25% of the Chinese consumers gravitating toward these refreshing and invigorating scents. Citrus fragrances, including notes like lemon, orange, and bergamot, are known for their crisp and energizing qualities. So, they are ideal for warmer climates from the South of China (Guangzhou, Shenzhen, Sanya, Foshan) or those who enjoy a lighter, more vibrant aroma.
Floral and citrus perfumes represent the most prominent choices for Chinese consumers, highlighting a preference for both elegant and refreshing notes. You can discover more trends on our “Guide for the Fragrance and Perfume Market”.
The most popular scents are often part of these families in China.
Favorite Scents in China in 2025
For perfume brands, a specific product selection is essential to succeed in China. Given the high number of SKUs and the cost of product registration, we recommend to adapt the “Global Assortment” to a “China Assortment“. When some of your perfumes incorporate the following ingredients and scents, you are almost assured to have great sales in China.
Here are the 5 popular scents in China:
5. Rose
Rose perfumes have long been adored in China. Why? Because roses are symbolic of beauty, love, and elegance. Historically, the rose has deep cultural roots in Chinese art and literature, often associated with femininity and grace. In ancient times, rose petals were used in perfumes, teas, and cosmetics, representing luxury and refinement.
Today, rose fragrances remain a staple in the Chinese perfume market. Popular brands like Dior, Guerlain, and Gucci have crafted rose-centric perfumes that cater to local tastes. For instance, Miss Dior and Rose of No Man’s Land by Byredo are among the most popular perfumes in China today.
The love for rose perfumes in China also reflects a growing appreciation for premium, international fragrances. As the perfume market expands, Chinese consumers continue to seek out high-quality scents, especially with rose ingredients from Grace.
4. Osmanthus
Osmanthus, a fragrant flower native to China, holds deep cultural significance in Chinese history. It is a symbol of beauty, purity, and prosperity. Also, Chinese people celebrate the annual osmanthus flower festival. The scent of osmanthus symbolizes warmth, comfort, and nostalgia, making it a cherished fragrance in Chinese culture.
Today, osmanthus perfumes are highly sought after in China, where they are appreciated for their delicate, sweet, and fruity aroma. High-end brands like Louis Vuitton feature osmanthus in their fragrance collections. According to Jing Daily, “Jacques Cavallier Belletrud, the renowned perfumer, traveled across five continents to source the finest ingredients, including the prized osmanthus from China, for his creations”. This unique scent captures the essence of the flower and its rich heritage.
Osmanthus is a top choice for Chinese perfume lovers, blending traditional floral notes with modern sophistication. Its subtlety and elegance make it perfect for both everyday wear and special occasions, resonating with those who value refined, distinctive scents.
3. Jasmine
Above all, Chinese consumers love white flowers. And here, jasmine holds a special place in Chinese culture, symbolizing purity, elegance, and love. Known as the “queen of flowers“, jasmine has been cherished in China for centuries, where its delicate white petals and sweet fragrance are often used in teas, perfumes, and ceremonies.
Jasmine perfumes are immensely popular in China, where they evoke a sense of tranquility and grace. The fragrance’s light yet deeply floral notes align with Chinese preferences for fresh, elegant scents. In recent years, high-end brands have embraced jasmine in their collections, further cementing its status as a beloved note.
For example, Hermès “Le Jardin de Monsieur Li”, launched in 2015, perfectly captures this admiration for jasmine. Inspired by a Chinese garden, the fragrance blends jasmine with bergamot and kumquat, reflecting the serene beauty of a garden pond. In the bottle, bamboo and jasmine flowers create a sensory escape that resonates deeply with Chinese consumers.
2. Amber
Amber has been valued in Chinese culture for centuries, prized not only for its warm, rich scent but also for its association with luxury and tradition. In ancient China, amber was believed to have healing properties and was often used in jewelry, amulets, and incense. Its deep, resinous aroma evokes a sense of comfort, warmth, and sophistication, making it a favorite in Chinese fragrance preferences.
Amber perfumes have gained significant popularity in China, especially among those who enjoy bold, sensual scents. The warm, resinous notes of amber blend seamlessly with oriental and floral elements, creating a deep, complex fragrance profile that resonates with Chinese consumers’ growing appreciation for rich, exotic perfumes.
Popular brands such as Serge Lutens, Le Labo, and Chanel feature amber as a key note, capturing the allure of this timeless fragrance. These perfumes appeal to Chinese consumers who favor luxurious and long-lasting scents, making amber a staple in their perfume collections.
1. Orange
Citrus fragrances, particularly those with orange, have gained significant popularity in China. Orange is popular in China thanks to younger consumers and the Chinese Gen Z. Known for their fresh, energetic, and vibrant qualities, orange perfumes offer a refreshing alternative to heavier, more traditional floral scents. These fragrances are ideal for those seeking light, invigorating scents that evoke a sense of positivity and energy.
The appeal of orange perfumes is especially strong among the growing trend for body and home fragrances in China. Orange, with its zesty and uplifting aroma, fits perfectly with the desire for fragrances that can brighten up daily life. Young Chinese consumers are increasingly experimenting with scents that reflect their lively and dynamic lifestyles, making citrus-based perfumes a perfect fit.
According to South Morning China Post, Hermès “Osmanthe Yunnan”, which blends tea, osmanthus, and orange, is particularly popular in China. The orange note adds a layer of freshness to the fragrance, resonating with consumers who appreciate the bright, energizing qualities of citrus while also honoring traditional floral elements.
Why They Like Them:
- Tradition: The Chinese traditional fragrances in history include the majority of these scents from in China such as osmanthus, magnolia, gardenia, tea, sandalwood, or even oud.
- Freshness: The majority of Chinese consumers say they want to feel “fresh” when they wear perfumes, so they prefer to avoid heavy perfumes and will mainly wear it at work, for outdoor moments, and during the day.
- Simplicity: Perfumes with a clear reading of the notes will tend to be more popular as Chinese consumers favor raw fragrances with the core scent that can easily stand out.
Local tastes are extremely important when it comes to assortment selection and marketing activations. It is also a way fo you to identify your future Hero Products on the market… and also your slow movers. At AB ADVISORY, we support leading brands and independent niche perfumers to adapt their product and create their marketing campaigns.
Contact us for your next marketing strategy in China.
