Scent of Style: The Flourishing Luxury Home Aromatherapy Market in China

An article on the U.S. "Luxury Business Observation" website on August 9th, titled "Scent of Style: The Flourishing Luxury Home Aromatherapy Market in China, 2023," reports that many Chinese consumers are improving their living environments by purchasing home aromatherapy products, leading to a surge in sales. Research shows that by 2025, the Chinese home aromatherapy market is expected to exceed $4 billion. Currently, there are numerous aromatherapy concept stores and flagship stores in Chinese cities, showcasing various candle aromatherapy reed diffusers essential oils, aromatherapy machines, and dried flower aromatherapy products.

Chen Wanqiu, a Chinese student who studied at the Grasse Institute of Perfumery in France, stated, "There are three reasons why home aromatherapy is thriving in China. First, incense burning has been practiced by the Chinese since the Han Dynasty. Second, there is a greater variety of home aromatherapy options available now than ever before. Finally, in recent years, there has been strong marketing for aromatherapy products, with many celebrities and influencers sharing their aromatherapy decorations and candles on Chinese social media."

As Chinese consumers become increasingly interested in perfume, Western companies are also seeing more opportunities. Last year, some perfume brands opened stores in China for the first time, capitalizing on the growing interest of Chinese consumers in home aromatherapy. A rapidly rising Chinese perfume brand owes its success to its unique aesthetics. In its candle aromatherapy products, one can find aromatherapy in the shape of gourds, pagodas, and bats. These items are particularly popular among young consumers, who use them as home decorations. Until recently, Chinese consumers purchased perfumes and aromatherapy mostly for the status associated with the brand rather than the scent. However, now, young consumers are learning how to decorate their indoor spaces with fragrance as part of their overall lifestyle. As the demand for quality of life among young consumers continues to grow, products such as home aromatherapy are meeting these needs.