Cover Vietnamese perfume brands are reshaping niche perfumery with culture-led scents and emerging independent houses (Photo: annam.parfums/Instagram)
Vietnamese perfume brands are reshaping niche perfumery with culture-led scents and emerging independent houses (Photo: annam.parfums/Instagram)
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From coffee-laced accords to incense-led compositions, Vietnam’s fragrance scene is taking shape through a mix of Vietnamese perfume brands from independent studios, hybrid ateliers and commercially driven labels
In Vietnam, fragrance is no longer confined to souvenir counters or traditional attars. A new generation of independent perfumers is reframing scent as a form of cultural expression, shaped by memory, geography and design. Today’s Vietnamese perfume brands draw from ingredients such as lotus, rice, coffee and incense, interpreting them with contemporary precision rather than nostalgia. The result is a growing niche defined by clarity of vision and a distinctly local sensibility.
As global interest in independent fragrance continues to expand, Vietnamese perfume brands are gaining recognition for their thoughtful compositions and strong narrative frameworks. From heritage-inspired collections to technically driven formulations, these houses reflect a broader shift towards authenticity and regional identity. While still emerging on the international stage, these brands are steadily carving out space within the global perfume industry, offering a refined perspective on modern scent.
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d’Annam
Among the most internationally recognised names, d’Annam approaches perfumery as a study in cultural translation. The house distils everyday Vietnamese rituals into refined, contemporary compositions that prioritise clarity and wearability. Its fragrances often draw from familiar sensory references, most notably Vietnamese Coffee, which captures the richness of roasted beans, the sweetness of condensed milk and the warmth of chocolate.
Operating within the niche fragrance sphere, the brand favours accessibility over conceptual abstraction. Each scent is constructed to evoke a recognisable experience, offering a polished interpretation of place and memory. This measured approach has positioned d’Annam as a compelling introduction to Vietnamese perfume brands for a global audience.
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Maison de Nguyen
Maison de Nguyen presents perfumery through the lens of heritage, using scent to reflect Vietnam’s cultural past with clarity and restraint. Inspired by the imperial city of Huế and the Nguyễn dynasty, the house draws on historical references to inform its contemporary compositions.
Fragrances such as Dạ Yến and Nhật Bình reference courtly life, weaving together notes of rice, lotus, saffron and incense to evoke the atmosphere of ceremonial tradition. The brand’s narrative-led approach positions each composition as a self-contained portrait, offering a nuanced interpretation of history through scent rather than an abstract olfactory exercise.
Toouch
Toouch is part of a new generation of Vietnamese niche houses founded in 2025. The brand works with perfumer Sy Truong and builds its collection around scent as an emotional trigger, with each fragrance designed to reflect a particular place or moment.
The debut line centres on Vietnamese cities, translating them into distinct compositions. Smoky Graze references Ho Chi Minh City through coffee, cacao and amber, while Dreamy Nautica draws on Da Nang with citrus, sea salt and aquatic notes. Heritage Nuzzle, inspired by Hanoi, shifts towards green tea, florals and soft woods.
Rather than leaning into overt experimentation, Toouch focuses on structure and atmosphere, with clearly defined accords and a consistent narrative framework. The result is a line that reads as considered and cohesive, reflecting a broader movement among Vietnamese perfume brands towards place-driven storytelling with a contemporary finish.
Y25
Y25 takes a more established position within the category, with roots dating back to 2015 and a body of work shaped by founder and perfumer Huỳnh Hải Yến. Built around the idea of scent as storytelling, the brand has developed multiple collections over time, including Scents of Vietnam, which draws directly from specific locations such as Hội An, Hà Nội and Nha Trang.
Fragrances like Hội An Déjà Vu and L’Automne de Hà Nội translate place into composition, combining floral, herbal and woody accords to reflect atmosphere rather than literal replication. Alongside these, the brand also explores broader Asian references, reflecting its founder’s interest in travel and ingredient sourcing.
Forward Perfume
Forward Perfume is an independent Vietnamese house built around thematic perfumery and personalisation. Its collections are structured around clear narrative frameworks, including tea-inspired compositions and zodiac-led interpretations, with each line organised as a distinct sensory concept rather than a conventional fragrance range.
The brand also places emphasis on packaging and format variation, offering multiple bottle sizes and presentation styles that allow for a more tailored approach to use and gifting. Within the landscape of Vietnamese perfume brands, Forward positions itself as a craft-led studio, prioritising concept development and flexibility over scale or mass production.
Maison Bagian
Maison Bagian is a Vietnamese fragrance house founded in 2018 by Hiệp Nguyễn and Alexandre Perucca. The brand develops its concepts in Vietnam while producing its perfumes in Grasse, working with established French perfumers and manufacturing facilities. Its collections are built around geographic and cultural references, with names such as Hanoian, Saigonaise and Mékong mapping Vietnamese locations and identities into fragrance form.
Within Vietnamese perfume brands, Maison Bagian occupies a more structured segment of the category, defined by formal production processes in Grasse alongside a Vietnam-rooted narrative framework.
As more brands enter the space, the definition of Vietnamese perfume brands will likely expand. For now, it remains a category marked by experimentation, small-scale production and a clear sense of direction.
Chonx Tibajia is a senior editor at Tatler Asia’s T-Labs team, where she writes widely on lifestyle subjects including beauty, style, entertainment and travel. She has a long career in journalism, including roles as a columnist at The Philippine Star, and is the founder of the creative platform Pineappleversed. Beyond Tatler, her bylines appear in regional lifestyle and business publications, showcasing a broad portfolio that spans beauty trends, travel guides and culture pieces.
