For years, we have been promised a Chinese perfume Eldorado. While it has so far become a reality only for certain brands, the market is beginning to take shape. First around a major event, held twice a year since 2024: Notes Shanghai. Then around local brands, which were given an unprecedented showcase during the Grasse Perfume Week last July. To take this spotlight further, Nez and Notes wanted to introduce the Parisian public—professionals and enthusiasts alike—to the emerging richness of a market that could become a driving force for the perfume ecosystem: 20 brands. 16 conferences. 2,200 visitors A foundational olfactory and cultural encounter?
Bringing these brands to France is not just a matter of internationalization: it is about creating a meaningful and balanced exchange, where two olfactory cultures can inspire and learn from each other.” — Alex Wu, founder of Notes Shanghai, partner of Nez for the Paris-Shanghai Perfume Show
A richly varied first edition
On September 26 and 27, the Bastille Design Center was transformed into a true cultural and sensory crossroads. Over two days, 20 Chinese houses and 3 French brands showcased their creations to an audience of 2,150 visitors—including industry professionals, journalists, influencers, and perfume enthusiasts.
Wandering through the aisles, visitors could experience the diversity of a scene in full bloom: powerful signatures, bold storytelling, and carefully crafted visual identities. “The Culture from the East” exhibition, presented by Beauty Next, extended this immersion with a contemporary and aesthetic perspective on perfumes from China.
On September 26 and 27, the Bastille Design Center was transformed into a true cultural and sensory hub. Over two days, 20 Chinese houses and 3 French brands showcased their creations to an audience of 2,150 visitors—including industry professionals, journalists, influencers, and perfume enthusiasts.
Strolling through the aisles, visitors could experience the diversity of a scene in full bloom: powerful signatures, bold storytelling, and carefully crafted visual identities. “The Culture from the East” exhibition, presented by Beauty Next, extended this immersion with a contemporary, aesthetic perspective on perfumes from China.
A new and exciting visitor experience
Beyond the numbers, the event revealed above all a new scene: young, creative, and multicultural. Already active on social media but rarely brought together, this generation of enthusiasts brought a vibrant and inspiring energy to the Paris-Shanghai Perfume Show.
This is the true strength of Nez, the olfactory cultural movement: bringing together the worlds of perfume and creating a shared space for all communities, from experts to the curious.
Bold olfactory discoveries
At the heart of the event, the discovery of daring compositions highlighted the meeting of traditional Chinese ingredients with contemporary imaginations.
Osmanthus, the emblematic flower of Chinese perfumery, emerged as a true star. Fruity, apricot-like, sometimes leathery, it appeared in a multitude of interpretations—at times delicate and radiant, at others dark and radical.
Other signatures revealed themselves throughout the stands: subtle references to traditional Chinese medicine, combinations of medicinal plants, herbal or camphorous accents—each creating a bridge between ancestral knowledge and contemporary creation. Spices such as cardamom, pepper, and clove were paired with woods, incense, or mineral notes in unexpected accords.
Then there were the bold creations that left a lasting impression. Damfool made a strong statement with an animalic accord inspired by yak excrement—a provocative scent that quickly became the talk of the visitors, demonstrating the creative freedom embraced by these new houses. Others captivated with the subtlety of their visual universes: the refined packaging of Outis won unanimous praise, while the unique creations of Voice from the Sky and Xi confirmed the richness and diversity of this emerging scene.
The Smelling Sessions provided a privileged space for exchange: facing the creators, the French jury could acknowledge daring choices, celebrate olfactory shocks, and share their personal favorites.
A new source of inspiration
“Until now, China was mostly seen as a strategic market, a major development opportunity. But what we experienced in Paris goes far beyond that: it is the discovery of a true source of inspiration. The warmth of the French public’s reception for this inventive and refreshing new scene is a strong signal for the future.” — Romain Raimbault, Events Director, Nez
What next? Off to Shanghai!
This first Parisian gathering now paves the way for a second highlight: the Shanghai Perfume Week, organized by Nez from October 16 to 19, 2025, as part of the Notes Shanghai fair.
The brands showcased in Paris will be back on their home ground, alongside a wide range of international exhibitors. Conferences, exhibitions, and off-site events will continue the momentum created in Paris, deepening connections, fostering new collaborations, and further exploring the dynamism of Chinese perfumery.–
The Paris-Shanghai Perfume Show in figures
- 2 days of exhibition
- 20 brands
- 16 Smell Talks
- 2,200 visitors
- 1,000 online views (France/International)
- 2,400 views in China
Photos: Clément Savel
