Historically, fine fragrance was focused on Western markets. Usage in Eastern markets remained stubbornly low due to cultural issues and affordability - until now. A new generation of consumers has joined the middle classes in South East and North Asia and are using fragrance in growing numbers.
In India for example, 48% of women and 47% of men wear EdP and/or EdT, with Gen Z and Young Millennials the biggest users. However, it is notable that affordability, durability and the ability to address body odour remain the strongest purchase drivers, a nod to the nascent nature of the category in India.
Conversely, while affordability remains a watchword in India, luxury is attracting young consumers in China. This is not only attracting familiar multinationals to the Chinese market, it is also encouraging pure players like Amouage to invest in destination stores. Amouage opened a flagship store in a historic building in Shanghai at the end of December 2024, and in June 2025 opened its first boutique in Guangzhou’s Tianhe Parc Central.
Both Chinese stores are carefully designed to refer to Amouage’s Omani origins, while reflecting the brand’s understanding of Chinese culture and consumers’ desire for exceptional experiences.
The rewards for international fragrance brands can be considerable in China. Almost half of Chinese women (46%) have bought a fragrance in the last six months, rising to 54% of high earners (RMB 12,000+ monthly income)[2]. Most fragrance buyers have foreign brands in their repertoire - in fact only 5% shop exclusively from domestic brands, while 40% buy an even mix of foreign and domestic brands, and 30% buy mostly foreign brands.
Chinese men are also getting in on the act. More than a third (36%)[4] buy fragrance, and they are becoming increasingly confident about fragrance, given that 62% say they make their own purchasing decision. This is particularly true of high income men in Tier 1 cities (69%)[5]. These men view elegance as a key quality, making them a prime target for fragrance brands that embody this quality.