Luxury fashion houses have long recognised the power of fragrances as an extension of their brand identity – take Bottega Veneta’s latest move, for example. Following its Spring/Summer 2025 presentation in Milan, the Italian label is making waves with the launch of five high-end unisex perfumes. According to creative director Matthieu Blazy, this shift reflects a modern understanding of gender fluidity. “I said at meeting one, I don’t want to have anything gendered – zero (…) For me, in the world we live in, it doesn’t make sense. The unisex scents are forward-thinking in this sense, as luxury brands are challenged with adapting to the shifting notions of gender identity among younger consumers,” Blazy told The Wall Street Journal. His vision aligns with a broader industry trend where luxury brands must navigate evolving consumer preferences, particularly as younger shoppers increasingly reject traditional gender labels.
Bottega Veneta’s new perfumes, rooted in the house’s Venetian heritage, blend rich ingredients like Italian bergamot, Madagascan geranium, and Somali myrrh. But the craftsmanship extends beyond the scent themselves. The perfume bottles, designed using innovative techniques reminiscent of Venetian glassblowing, are a tribute to the brand’s artisanal roots.
Bottega Veneta isn’t the only fashion brand that has made a recent venture into the beauty sector. In August 2024, Balmain made its first foray into the perfume market with “Les Éternels de Bamain,” a collection of all-gender scents. Meanwhile, Pharrell Williams’ debut fragrance for Louis Vuitton and Acne Studios’ collaboration with Frédéric Malle are just a few examples of how fashion labels are expanding their product portfolios. But availability remains a key differentiator. Brands like Valentino and Prada, for instance, have positioned their perfumes to reach a broader audience through retailers like Sephora, appealing to consumers who seek luxury but may not frequent high-end boutiques.
This approach reflects a more inclusive strategy, tapping into younger, aspirational customers who might not yet afford couture but can purchase an entry-level luxury item, such as a fragrance. On the other hand, exclusivity-driven brands use fragrances to deepen their existing luxury appeal, with higher price points and limited distribution reinforcing their rarefied status.
In Asia, the demand for fragrances ever increasing. According to Statista, the revenue in the fragrances market in Asia is projected to reach US$12.23 billion this year. What’s more, the market segment is estimated to grow steadily at a rate of 2.78% per year from 2024 to 2029, adds the source.
As Asian markets, especially in China and Japan, continue to drive growth in the luxury sector, fashion houses are keenly aware of the region’s significance in their fragrance strategies. The shift toward gender-neutral fragrances is particularly appealing in these markets, where younger generations are embracing a more fluid approach to identity and self-expression. The intersection of tradition and modernity in fragrance design, coupled with innovative retail strategies, will likely shape the future of luxury branding in these fast-evolving markets.
In this article, we explore the motivations behind luxury fashion houses’ fragrance launches, their distribution strategies, and how the Asian market is responding to these bold new offerings.
The Power of Fragrance in Luxury Branding
At the core of the luxury fragrance industry is a delicate balance between heritage and accessibility. While some brands are just beginning to explore the world of perfumes, others boast rich histories in fragrance creation. For instance, Chanel launched the iconic Chanel N°5 in 1921, followed by Louis Vuitton’s first scent, Heures d’Absence, in 1927. Christian Dior’s Miss Dior and Balenciaga’s Le Dix both debuted in 1947, with Paco Rabanne’s Calandre arriving in 1969, Saint Laurent’s Y in 1964, and Gucci No. 1 in 1975. The legacy continues.
Brands like Prada and Valentino are navigating this landscape by partnering with retailers such as Sephora. These collaborations represent a strategic move toward inclusivity, allowing luxury fashion houses to maintain their high-end allure through couture while offering fragrances as a more accessible entry point into the world.
Sephora, a dominant force in the global beauty retail landscape, offers brands a significant platform to reach new audiences. With a vast and highly engaged customer base, the retailer has become a strategic partner for luxury labels that aim to expand their beauty presence. By placing their perfumes on Sephora shelves, brands tap into a younger, more – consumers who may not yet afford high fashion but can indulge in a premium fragrance as a taste of luxury.
For brands that choose to keep their perfumes boutique-exclusive, the rationale is rooted in maintaining an air of mystique and scarcity. Limited distribution not only enhances the perception of rarity but also reinforces the narrative of artisanal craftsmanship and heritage that these brands are built upon.
Why Some Brands Go Broad and Others Stay Exclusive
The contrast between brands that partner with beauty retailers and those that remain boutique-exclusive often comes down to brand positioning and long-term strategy. Some aim to broaden their appeal, capturing a share of the growing global beauty market while cultivating a new generation of consumers. Others prefer to keep their products highly selective, believing that scarcity fuels desire and reinforces their luxury status.
It’s a careful calculation. On one hand, partnering with retailers provides unparalleled reach and accessibility. On the other, remaining exclusive can enhance the brand’s aura, positioning the product as a rarefied experience reserved for those willing to seek it out.
The Asian Market’s Influence on Luxury Fragrances
Asia, particularly China, has become a major growth driver in the luxury fragrance sector. Young consumers in the region are gravitating toward high-quality, globally recognised brands, but they are also pushing boundaries when it comes to gender fluidity and identity. The rise of gender-neutral perfumes, like Bottega Veneta’s and Balmain’s all-gender collections, speaks to this growing trend. Younger buyers are looking for products that align with their values, and brands are increasingly catering to these evolving tastes.
with rising incomes and a thirst for luxury goods, Asia has become a crucial battleground for fashion houses expanding into fragrances. The shift towards gender-neutral scents is especially resonant in these markets, where a new generation of consumers embraces more fluid concepts of identity and self-expression. As such, the region is poised to play an increasingly influential role in shaping the future of luxury perfumes.
BurdaLuxury’s Lens
As luxury fashion houses continue to invest in fragrances, the landscape is evolving quickly. Whether through exclusive boutique-only lines or accessible retail partnerships, perfumes are more than just an extension of a brand – they are a strategic tool for building loyalty and engaging new audiences. The challenges for these brands will be maintaining a delicate balance between heritage, exclusivity, and inclusivity, while also staying attuned to the shifting cultural and consumer landscapes.
From Sephora shelves to high-end boutiques, the future of luxury fragrances will be defined by how well these brands can adapt to changing market dynamics while preserving their core values. One thing is certain: perfumes will remain a powerful expression of luxury fashion for years to come.
