Destination guide · China
China: 5 Viral Perfume Brands Cheaper Than The US
Gen Z has shifted to “quiet luxury”: niche scents like tea, bamboo and wood.
I was just in China, and the perfume market is exploding. Gen Z here has totally shifted to “quiet luxury,” using niche scents with airy notes like tea, bamboo and wood for self-expression instead of big designer logos. These brands are nearly impossible to find in the US, and if you do find them the markup is insane. So you have to grab them while you're here. Here are the 5 viral brands you need to gatekeep.
👃 The viral brand hit list
- 01
Melt Season
The “quiet luxury” / old money aesthetic
If The Row and Le Labo had a baby in Kyoto. Ultra-minimalist, sophisticated, and screams “I have my life together.” The brand barely exists outside of China.
- Price check
- ~$80–$120 USD (proxies sell these for $200+).
- 02
To Summer (观夏)
The Pinterest-girl dream
The most aesthetic store you will ever walk into. They focus on Eastern botanicals like osmanthus, green tea and bamboo. I picked up their “Triple Tea” (三重茶) scent, and it isn't that fake sweet tea smell, it's a blend of Longjing, Pu'er and Tieguanyin. Bitter, roasted and clean. Their ceramic bottles look insane on a vanity.
- Hot tip
- Their flagship stores are usually restored historic buildings (like a 100-year-old villa in Shanghai). Go for the vibes alone.
- 03
DOCUMENTS (闻献)
The cool-girl / edgy choice
Dark, avant-garde and “bold zen.” The store looks like a spaceship or a dungeon (in a chic way), for the girl who wears Rick Owens and drinks black coffee. I got the “Sensitive” (体物入微) perfume: incredibly unique, soft and skin-like but complex, with notes of chamomile, rice and fresh greenery. It smells like a quiet morning after rain.
- Price check
- Pricey (~$130+ for 30ml), but it's true perfume concentration (parfum), not just eau de toilette.
- Why buy in China
- You get the full in-store “ritual” experience that you just can't replicate online.
- 04
The Beast (野兽派)
The best for gifting
Whimsical, artistic and colourful. They started as a florist, so their floral scents are top-tier. They do massive collabs (Harry Potter, Little Prince) that often don't release globally, and their packaging is unmatched if you need gifts for friends back home.
- Price check
- Very reasonable, ~$40–$80 USD.
- 05
Reclassified (RE调香室)
The budget-friendly DIY
It feels like a science lab but cosy. The reason you go is the DIY experience: you can make your own custom perfume here for about $30 USD. A fun activity if you have an hour to kill.
- Price check
- Super affordable, ~$20–$50 USD.
📍 Where to shop (the golden route)
Shanghai
Head to the former French Concession or Xintiandi. To Summer has a stunning villa on Hunan Road, Melt Season is usually tucked away in a quiet lane nearby, and DOCUMENTS has a flagship on Huaihai Road that looks like a futuristic bunker.
Beijing
Hit up Sanlitun.
💡 Logistics & payment
💳 Payment
You NEED Alipay or WeChat Pay. Most of these niche stores do not take physical US credit cards.
Link your card to the Alipay app before you fly.
🧴 Liquids rule
If you go crazy (like I did), remember you can only carry 100ml bottles in your carry-on. Put these beauties in your checked bag.
A guide by @eileen.ines