Scent Library
Fragrance brand capturing culturally specific, nostalgic scents.
| Date | Investors | Amount | Round |
|---|---|---|---|
* | $10.0m | Series B | |
| Total Funding | 000k | ||
Scent Library (气味图书馆) is a Chinese fragrance brand that captures and bottles scents linked to collective memories and cultural nostalgia. Founded in Beijing in 2009 by Roseline Lou (also known as Lou Nanxi or Lou Xiaozhi) and John Han, the company initially acted as a distributor for international niche perfume brands like Demeter. Lou, an art graduate from the University of Auckland, was inspired by an art exhibition to explore the connection between scent and memory, identifying a gap in the Chinese market for fragrances that resonated with local experiences.
The company pivoted in 2014 to develop its own branded products, focusing on creating fragrances inspired by contemporary Chinese culture and memories. This strategic shift led to the creation of its most iconic product, "L.B.K. Water" (Liang Bai Kai or "cold boiled water"), which evokes the memory of drinking water from aluminum kettles, a common experience for a generation of Chinese consumers. The scent became a massive success, selling over a million bottles in its first year and establishing the brand's unique market position. Other successful products followed, often created through collaborations with other well-known Chinese brands, such as the "White Rabbit" perfume, which captured the aroma of a beloved milk candy.
Scent Library operates on a direct-to-consumer model, selling through its e-commerce platforms and a network of over 80 physical stores located in major Chinese shopping centers. The business has expanded its product lines from perfumes to include a wide range of scented products such as body care, hand care, home fragrances, and car air fresheners. This diversification has broadened its market, transforming it from a simple perfume retailer into a comprehensive lifestyle brand. The company's business model focuses on making fragrance accessible and relatable rather than a luxury item, with affordable price points that encourage trial and collection.
The brand has successfully attracted venture capital, including a Series B funding round in 2021 that included an investment from the Spanish luxury group Puig. Other investors include Tiantu Capital and Zero2IPO Venture Capital. This funding is aimed at enhancing product development, optimizing the international supply chain, and strengthening the team to further capitalize on the rapidly growing Chinese fragrance market. Keywords: Chinese fragrance brand, nostalgic scents, cultural memory, perfume, home fragrance, body care, direct-to-consumer, retail, e-commerce, L.B.K. Water, White Rabbit candy, Roseline Lou, John Han, Puig, scent marketing, lifestyle brand, Chinese culture, Asian perfumery, olfactory experience, sensory branding