Shiseido Debuts Max Mara Fragrance, Plans Asia Pacific Expansion
Japanese beauty group Shiseido launched Max Mara's first new fragrance, Le Parfum, under a long-term license agreement. The company states this move aims to strengthen its global fragrance business and targets strategic growth in Asia Pacific, China, and Japan in the coming years.
Max Mara Fragrance Launched Under Shiseido License
Italian fashion house Max Mara introduced its new fragrance, Le Parfum, marking its first scent developed under a long-term license agreement with Japanese beauty group Shiseido. This partnership, which began in July 2024, grants Shiseido rights to develop, produce, market, and distribute fragrances for the Max Mara brand.
Yaël Tuil, Shiseido's President Global Fragrances, stated Le Parfum signifies a key point in the collaboration, reflecting a shared dedication to quality and craftsmanship. The fragrance features a woody profile, including notes of sandalwood, cedarwood, tuberose absolute, and vanilla. A 50ml bottle retails from £104 and is available via gb.maxmara.com. The product comes in an all-glass bottle with a lacquered belt design.
Shiseido Strengthens Global Fragrance Portfolio
Shiseido states the launch supports its goal to strengthen its global fragrance business. The Japanese company's fragrance division already manages licenses for fashion designers Narciso Rodriguez and Issey Miyake, alongside brands such as Zadig & Voltaire, Serge Lutens, and Tory Burch, in addition to its own-brand fragrances.
A company statement from Shiseido claims that fragrance remains a rapidly expanding category within the global prestige beauty market, with increasing demand across generations. The company attributes this sustained growth to consumers' rising adoption of fragrance as a means of self-expression, creating new opportunities worldwide.
Asia Pacific Identified as Key Growth Market
Looking ahead, Shiseido claims it will prioritize strategic growth markets for Max Mara Le Parfum. The company plans to focus on Europe, North America, and Asia Pacific in 2026, followed by China, Japan, and Latin America in 2027.
This regional targeting indicates Shiseido’s intent to expand the Max Mara fragrance franchise and enhance its prestige fragrance portfolio, particularly within key Asian markets. Max Mara, founded in Italy in 1951, operates over 2,000 stores globally.
The fashion house previously introduced scents such as Max Mara for women in 2004, Kashmina Touch, and an earlier fragrance also named Le Parfum, which featured floral and spicy notes.
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