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R R E E P P O O R R T T

n Raer Scents (Germany): Based monsoon rain. Raer’s 100ml bottles following for its opulent, multi-layered
in Berlin, Raer hand-blends all its retail at €150 and are available in about scents like Slowdive and Tryst.
fragrances using 100% organic plant 100 European outlets. n Mayme? (France): Founded in 2020,
ingredients sourced from sustainable n Hiram Green (Netherlands): Since Mayme? creates unisex, modern
farms worldwide. Their best-sellers 2013, Hiram Green has produced fragrances in Grasse, with a focus on
include #04 Cedar + Ginger and #06 small-batch, all-natural fragrances sustainable packaging and refillable
Tuberose & Ylang, with the latest in Gouda. Despite a premium price bottles. Their 50ml fragrances retail
launch inspired by Singaporean (€195 for 50ml), the brand has a loyal at €110.

Olfactory Cultural References:
Local Flavors, Global Appeal

Indie fragrance houses outside traditional Western European
markets are increasingly drawing on local traditions and
ingredients, creating scents that resonate with both domestic
and international audiences.
n China: The post-pandemic era has seen a boom in domestic
indie fragrance labels, with around 200 new brands launching
annually since 2022. Brands like I:m Sole in Hangzhou offer
genderless, experimental scents inspired by Chinese culture
and childhood memories, with quirky names like The Naif
and Social Trash. While distribution is currently limited to
China, international expansion is underway.
n Japan: J-Scent, founded by Tetsu Amada, captures Japanese
cultural experiences in its fragrances, such as Roasted Green Source: Ebuy7.com
Tea, Hanamizake (sake under cherry blossoms), and Ramune
(lemonade). J-Scent’s 50ml bottles retail for $110 outside
Japan and are available in major Japanese retailers and
select European events.
n Hong Kong: Okapi Incense and Not Only focus on traditional
Chinese incense and tea-inspired fragrances, respectively.
Not Only’s Tea Brewing series includes scents like Green Tea
and Osmanthus Oolong, retailing at HKD 580 for 100ml.
n Thailand: Artepolé, founded by young Thai designers,
offers cheerful, gender-free scents inspired by local flavors
and experiences, such as Eau de Sunshine (melons, coffee,
bubblegum) and Vanilla Pesto (Thai jungle pepper, coconut
milk). Artepolé is available in Bangkok and across Southeast
Asia via Shopee and Lazada.

Market Dynamics What’s Driving
and Growth Potential Demand

While precise market data for niche indie Exclusivity and Personalization:
fragrance is scarce, the sector is undeniably Today’s fragrance shoppers-
growing alongside the broader global especially younger generations-
fragrance market. Social media and digital crave uniqueness. Indie brands
platforms have made it easier than ever for thrive by offering limited-edition
indie brands to reach consumers and build scents, bespoke blends, and
loyal followings. Many brands are leveraging stories that connect emotionally
their local heritage to attract international with consumers. The allure of
tourists and fragrance enthusiasts, positioning wearing a fragrance few others
themselves as ambassadors of their cultures. know is powerful, and indie houses
are masters at crafting these
12 Source: Instagram @jscent_fragrance narratives.
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