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Sniffing out success: Luxury brands tapping fragrance market with new formulas, AI-generated scents

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The fragrance market has now become a magnet for luxury fashion labels, jewellers and even watchmakers.

The fragrance market has now become a magnet for luxury fashion labels, jewellers and even watchmakers.

PHOTOS: TORY BURCH, PRADA BEAUTY

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SINGAPORE – The fragrance market has become the new battlefield for prestige and customer loyalty.

Once a space dominated by heritage perfume houses and indie fragrance start-ups, it has become a magnet for luxury fashion labels, jewellers and even watchmakers eager to tap a booming segment.

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