“Design in China” e36 – Melt Season: A Fragrant Journey of Creativity and Branding

Melt Season, a Chinese luxury fragrance brand, is making waves in the high-end perfume market as it aims to compete with well-established overseas brands like Jo Malone, Diptyque, and Byredo. Recent data from Tmall shows that the average spending on perfume in China has reached RMB 500-800, making it one of the highest globally. High-end perfume has become a significant driving force in the Chinese beauty market.

Founded in 2020, Melt Season’s parent company, Verse China, has an impressive background in the luxury and fragrance industry. The brand has recently announced the completion of two rounds of financing, with the angel round surpassing RMB 10 million. Breeze Capital led the investment, while Palm Capital served as the exclusive financial advisor. The funds will be used primarily for store expansion and product development.

In December 2021, Melt Season launched six perfumes under the theme “Letters in a Bottle,” divided into Classic and Haute Couture collections, priced at RMB 980/100ml and RMB 1280/100ml, respectively. The brand quickly gained traction and will soon open its first brick-and-mortar store in Shanghai, located in a garden-style Western-style house in the Hengfu historical preservation area.

Melt Season’s founders believe that the brand’s real premium comes from its design, content, and services. They aim to create a global high-end consumer brand with a focus on an immersive and fresh customer experience. In the future, Melt Season plans to expand its product range to include home fragrances and personal care products while opening more brick-and-mortar stores in different Chinese cities, each reflecting the local architectural style.

Melt Season is an up-and-coming Chinese luxury fragrance brand that has successfully attracted investment and is set to expand its product offerings and retail presence. The brand is leveraging China’s growing appetite for high-end fragrances to establish itself as a significant player in the luxury perfume market. With its focus on design, content, and services, Melt Season is well-positioned to compete with established international brands and make its mark in the global fragrance industry.