After more than six years overseeing global marketing and communications at Galeries Lafayette, Guillaume Gellusseau returns to the fragrance sector with The Estée Lauder Companies. He will lead Kilian Paris and Editions de Parfums Frédéric Malle globally, bringing experience across luxury fragrance, retail, and brand development to two of the group’s prestige fragrance houses.

From “smells expensive” to the idea that niche fragrances are inherently more sophisticated, perfume culture is full of assumptions about wealth, taste, and social standing. Looking at how these judgments have evolved since the nineteenth century, this article explores how traditional class prejudices continue to shape the way we talk about fragrance today.

London fragrance house Index is using AI, robotics, and a guided conversation to transform personal stories into bespoke scents, blending technology with the craft of perfumery. The result is a fragrance that captures not only the scent of a memory, but also the emotions and details that make it meaningful.

As China’s fragrance industry grows, successful concepts and storytelling approaches can quickly become trends to imitate. Alex Wu, founder of Notes Shanghai, believes lasting impact comes from a more individual point of view. By drawing on personal memories, distinctive materials, and unexpected sensory experiences, creators can find fresh inspiration and new starting points for their next fragrance.

As niche fragrance splits into mass and haute, the price gap keeps growing. But does a higher price reflect a genuinely different perfume, or simply a new vocabulary, a new distribution strategy, and a more luxurious story? The real question is simple: what should the extra cost buy?

With a background in technology, new CEO Ivano Cauli sees opportunities to help niche fragrance brands strengthen their digital presence and reach new markets. As the category grows more crowded, he aims to preserve Pitti Fragranze’s carefully curated approach while helping exhibitors navigate an increasingly digital landscape. From e-commerce and AI to the growing intersection of fragrance, skincare, and lifestyle, how is Pitti Fragranze shaping the future of scent?

The Asia Perfume Show brought together a new generation of independent fragrance houses from across the region. From distinctive olfactory perspectives to creative approaches rooted in local culture, these eight brands offer a glimpse into the diversity and evolving identity of Asian perfumery. Discover the names worth keeping on your radar.