Shanghai continues to position itself as one of the most exciting frontiers for niche perfumery. As Chinese consumers develop a growing appreciation for artistic fragrance, international perfume houses and independent creators are increasingly turning their attention to the country’s rapidly evolving scent culture.

Against this backdrop, Notes Shanghai returns this April, bringing together an international selection of niche perfume brands, industry professionals, retailers, and fragrance enthusiasts. In just a few editions, the fair has established itself as one of Asia’s key gatherings dedicated to artistic perfumery, connecting global fragrance houses with a rapidly expanding Chinese audience eager to explore niche scents.

Held twice a year in Shanghai, one of the world’s most dynamic luxury and beauty capitals, the event reflects the growing cultural exchange shaping the future of perfumery. The upcoming edition will take place from 2 to 5 April at the West Bund International Convention and Exhibition Center. The first days are reserved for fragrance professionals, followed by an evening session open to the public on April 4 and a full public day on April 5. Last year’s edition welcomed more than 19,000 visitors.

Sneak Preview of Exhibitors

Visitors to Notes Shanghai can expect a rich mix of internationally established perfume houses alongside a new generation of emerging brands. Last year’s fair brought together around 280 exhibitors from more than 33 countries, reflecting the increasingly global character of the niche fragrance scene.

Melt Season - Inside the April Edition of Notes Shanghai - Le Parfum Magazine

Among the notable names expected this year are Etat Libre d’Orange, Essential Parfums, Fragrance Du Bois, Montale, and Mancera. Artisanal houses such as Papillon Artisan Perfumes, Parfums Dusita, Mendittorosa, and Meo Fusciuni will also present their creations, offering visitors the opportunity to discover distinctive olfactory signatures and new perfume launches.

Heritage perfume houses including Rancé 1795 and Farmacia SS. Annunziata 1561 will be present as well, alongside contemporary niche brands such as Headspace, Maison Matine, The Different Company, and Urban Scents.

Alongside these international exhibitors, the fair also highlights a growing wave of Chinese perfume brands, including Zhiwuzhi, Boitown, and Voice From The Sky. For many visitors, this offers a rare opportunity to discover how local creators are shaping the future of fragrance in one of the world’s most rapidly evolving scent markets.

Inside the April Edition of Notes Shanghai - Le Parfum Magazine

A Growing Platform for the Fragrance Industry

Beyond the exhibition floor, Notes Shanghai has gradually developed into an important platform for exchange within the fragrance and beauty industries. The program includes more than 50 professional forums dedicated to perfumery, alongside over 30 beauty industry discussions hosted as part of the wider Beauty Shanghai platform.

Perfumers, brand founders, distributors, retailers, and market experts gather to explore topics ranging from the growth of niche perfumery in Asia and retail strategies for emerging brands to ingredient innovation, sustainability, and the evolving dialogue between Eastern and Western scent cultures.

In addition to the talks, the fair also presents curated exhibitions designed to immerse visitors in the world of scent. Previous editions have featured installations exploring the historical origins of perfumery, natural raw materials, and contemporary olfactory creativity. Interactive scent boxes placed throughout the venue invite visitors to test fragrances while sharing their impressions through specially designed questionnaires.

The Rise of China’s Niche Fragrance Culture

China’s fragrance market has undergone a remarkable transformation in recent years. Once largely dominated by mainstream designer perfumes, consumers are increasingly seeking out more personal and expressive scent experiences.

Younger generations in particular are embracing fragrance as a form of identity and storytelling. As a result, niche perfume houses, both international and local, are finding an increasingly curious audience eager to explore new olfactory worlds.

Events such as Notes Shanghai play an important role in supporting this evolution, offering a space where brands and consumers can meet, discover, and exchange ideas.

A Meeting Point for Creators and Collectors

With the rapid growth of China’s fragrance market and the global expansion of the niche perfume scene, gatherings such as Notes Shanghai are becoming increasingly significant for brands looking to connect with Asian audiences.

Shanghai is quickly establishing itself as a key destination for perfume houses, distributors, and fragrance enthusiasts alike. For visitors, the fair offers an immersive opportunity to meet brand founders, discover new launches, and experience niche perfumes rarely encountered through traditional retail channels.