TikTok owner ByteDance launches own fragrance brand

TikTok’s parent company, ByteDance has launched its own fragrance brand called Emotif.

Emotif’s line of perfume has been created by a ByteDance subsidiary and is reportedly testing some of its products on ecommerce marketplaces in China.

The bottles are priced at  19.9 yuan ($3.13) for 2 ml bottles and 198 yuan ($31.20) for 9 millilitre bottles.

The social commerce giant, which also owns Douyin (China’s answer to TikTok) has been investing heavily in consumer products over the past few years, focussing especially on food, beverages and personal care.

The Chinese perfume market is worth 15.53 billion yuan ($1.76 billion), a huge rise from 6.16 billion yuan ($867 million) in 2017, according to a report by iResearch.

READ MORE: TikTok to launch its own delivery service serving food from viral videos

Companies are looking at the market with optimism as China only accounted for 2.5% of global perfume consumption in 2019.

The sector has been dominated mainly by international brands such as Chanel until semi-recently when local perfumeries began attracting attention from both consumers and investors.

Spanish perfume and beauty conglomerate Puig invested in Chinese company, Scent Library in 2020, marking a shift in focus for international brands seeking to find new markets.

Venture-capital backed ToSummer has also generated large amounts of interest from Chinese consumers, recently expanding its ecommerce-only operation to include bricks-and-mortar stores too.

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