Asia’s interest in perfumes is growing as consumers’ tastes are gaining sophistication. This is a boon for confidential niche brands, whose growth potential in these markets is higher than in more mature markets. Ex Nihilo recently opened four personalised corners at Galleria and Lotte in Seoul, Korea, while Liquides and Jovoy have set up their specialised concept stores in the region. As a key market in Asia, China is of course in the sights of brands. Diptyque, L’Artisan Parfumeur and Le.