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Scented in S’pore: 3 local niche perfume brands redefining Asian fragrance

(Clockwise from left) Maison de L’Asie founder Elizabeth Liau; founders of Rahasya Fragrances Sachit Sood, Utkarsh Vijayvargiya and Sai Pogaru; and Scent Journer founder Joyce Lian. PHOTOS: MAISON DE L'ASIE, MARK CHEONG, NG SOR LUAN

Amanda Chai

UPDATED May 22, 2025, 02:53 PM

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SINGAPORE – A new generation of Singapore-born niche perfume brands is redefining what Asian fragrance looks –and smells – like in the increasingly saturated world of scent. The one thing they have in common? Turning up their noses at mass-appeal scents, to prioritise artistry over profits.

The Straits Times sniffs out three of them.

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