Hong Kong-listed fragrance and beauty group Eternal Beauty Holdings is ramping up its expansion in mainland China with the launch of four new retail locations across Beijing, Shanghai and Shenzhen, strengthening its footprint in the country’s fast-growing premium fragrance market.
The company, regarded as one of China’s largest perfume groups outside brand-owned fragrance houses, said the new openings are part of its broader strategy to deepen its direct-operated retail network in China’s top-tier cities while expanding the reach of its multi-brand retail concept, Perfume Box.
In Shenzhen, Eternal Beauty introduced the “Muse Scent Box” concept under its Perfume Box banner at Haiya Mega Mall. The multi-brand fragrance and lifestyle store houses nearly 30 labels and also marks the Shenzhen debut of Italian home fragrance brand Culti Milano.
Beijing welcomed the first standalone capital-city store for Dr. Vranjes Firenze at China World Mall, further strengthening Eternal Beauty’s portfolio of luxury fragrance destinations in mainland China.
Meanwhile, Shanghai’s Xintiandi precinct saw the debut of two new fragrance concepts: a standalone boutique for Parfums de Marly and a limited-edition pop-up for Memo Paris created in collaboration with French illustrator Jean Jullien.
“We will continue to expand our store footprint in core cities through self-operated or partnership models,” said Chole Lam, Executive Director and CEO of Eternal Beauty Holdings. She added that the company plans to further increase the market penetration of Perfume Box while enhancing offline display and sales channels for its international brand partners.
The latest expansion comes as Eternal Beauty continues to push deeper into the premium and niche fragrance segment, a category seeing rising demand among Chinese consumers seeking experiential luxury and lifestyle-led retail concepts. Earlier this year, the group partnered with luxury department store Lane Crawford to launch a niche fragrance destination in Hong Kong featuring brands including Clive Christian, Atkinsons and Memo Paris.
Founded more than four decades ago, Eternal Beauty operates an omni-channel distribution network spanning more than 400 cities across mainland China, Hong Kong and Macau. The group manages a portfolio of over 70 international beauty, fragrance and lifestyle brands across categories including perfumes, skincare, cosmetics, personal care and home fragrance.
