Fragrance brands

Harmay partners with Firmenich to develop fragrance brands

Privately held Swiss fragrance and flavor company, Firmenich, has signed a strategic agreement with Chinese beauty retailer, Harmay, to expand the fine fragrance category in China.

Under the agreement, the two companies will develop new fragrance brands, concepts, experiences and models, Firmenich said. The partnership with Harmay follows the opening of Firmenich’s Customer Experience Studio in Guangzhou, the company’s first integrated sensory center in southern China.

“After more than 30 years of successful operations in China, this partnership with Harmay represents a significant enhancement to our capabilities in China and reinforces our ambitions as the partner of choice in the Chinese market,” said Ilaria Resta, President of the world perfumery at Firmenich.

“This will pave the way for greater growth in the fine fragrance industry both in China and globally,” said Olivier Viejo, head of fine fragrance at Firmenich China.

Olivier Viejo, left, of Firmenich, with Harmay founder Jason Ju. (Provided).

Founded in 2008, Harmay is known for its warehouse retail concept with unique store designs, offering premium beauty, skincare, fragrance and lifestyle products through its online stores and offline. Offering a distinctive customer experience, the brand is popular with Gen Z and Millennial customers.

“China is expected to be the new frontier of the global fine fragrance market, with many local brands emerging and a significant increase in usage among consumers, especially with Gen Z,” said Jason Ju, co- Harmay founder.

Firmenich launched the first fine fragrance workshop in China in 2019 and was the first business model that provides easy access to all fine fragrance capabilities under one roof for local and international customers. According to Euromonitor, the compound annual growth rate of the Chinese fragrance market is expected to reach 22.5 over the next five years. By 2025, perfume sales in China are expected to reach $4.7 billion.