Zoreli News

In China, the new wave of niche fragrance is turning scent into an accessory that can be worn, collected, and used to express identity.

Brands like Documents and Tamburins are taking fragrance beyond the bottle with pieces such as Knot Charms: small bag accessories that combine a miniature perfume bottle with Chinese-inspired knots and textured cords. Scrunchies, hair oils, and scented jewelry are also emerging, turning scent into part of personal style.

The phenomenon is also connected to Guochao, the cultural movement celebrating Chinese heritage through contemporary design. Brands such as Documents, ToSummer, and Melt Season incorporate ingredients like osmanthus, bamboo, and green tea, pairing them with historical references reimagined for a new generation.

Fragrance is no longer simply a private ritual. It is becoming a visible, tactile, and cultural object.

El perfume ya no quiere quedarse en el frasco

The Italian maison introduces Max Mara Le Parfum, a new fragrance inspired by the enveloping sensation of its iconic coats.

Designed to be “worn like a coat,” the fragrance wraps the skin in a distinctive blend of tuberose, creamy vanilla, and a sandalwood and cedarwood base, translating the sophistication, structure, and comfort that define Max Mara into an olfactory experience.

For this new chapter, the maison has chosen Florence Pugh as its global ambassador, with a campaign photographed by Mario Sorrenti and built around one phrase: “When you’re ready, you’ll know.”

Now, the Max Mara coat can be worn on the skin, too.

Max Mara vuelve a la perfumería con Florence Pugh

YSL Beauty is giving Libre a warmer, more sensual direction for Fall 2026. The house has unveiled Libre Santal Couture, its latest limited-edition fragrance, once again fronted by global ambassador Dua Lipa.

The campaign trades the urban energy of previous chapters for something more grounded and elemental, placing Lipa against raw natural landscapes to embody a femininity that feels grounded yet powerful.

The fragrance keeps Libre’s signature combination of French lavender and Moroccan orange blossom, now deepened with creamy, warm sandalwood for a richer, more sophisticated finish.

For Fall 2026, Libre isn’t just getting darker. It’s getting deeper.

Dua Lipa entra en su era más intensa con Libre

Giorgio Armani has named Jonathan Bailey its new global fragrance ambassador, making him the face of I WILL, the maison’s first entirely new standalone men’s fragrance in more than 20 years. The appointment connects Armani’s legacy of elegance with a more contemporary and sophisticated vision of masculinity.

Developed through more than 2,800 laboratory trials, the fragrance combines Madagascar vanilla absolute, leather, noble woods, lavender, and bergamot for a deeper, more sensual composition. Directed by filmmaker Todd Field and photographed by Craig McDean, the campaign explores themes of confidence, quiet determination, and personal growth.

With Bailey at its center, Armani Beauty embraces a less rigid, more introspective vision of masculinity, using fragrance as a new space to explore identity, evolution, and desire.

Jonathan Bailey se convierte en el nuevo rostro de Armani Beauty

Giorgio Armani ha elegido a Jonathan Bailey como su nuevo embajador global de fragancias, convirtiéndolo en el rostro…

Johnny Depp isn’t returning to Dior: his relationship with the maison never ended. The actor has renewed his three-year contract as the face of Sauvage in a deal reportedly valued at $20 million, cementing one of the longest-running partnerships in luxury fragrance.

The renewal coincides with the launch of Sauvage Extrait, created by Francis Kurkdjian, which takes the iconic fragrance into darker, more intense territory with noble woods and a rich Vietnamese oud note.

Johnny Depp y Dior extienden su alianza

Johnny Depp no está regresando a Dior: su vínculo con la maison nunca terminó. El actor acaba de renovar por tres años su contrato como rostro de Sauvage, en un acuerdo valuado en 20 millones de dólares, consolidando una de las alianzas más duraderas de la perfumería de lujo.

La renovación acompaña el lanzamiento de Sauvage Extrait, creado por Francis Kurkdjian, que lleva la icónica fragancia hacia un territorio…

Mugler takes its iconic Alien into unexpected territory with Alien Pulp Eau de Parfum Fruitée, a new flanker that replaces the original fragrance’s signature floral mystery with an intense pink raspberry note.

Created by master perfumer Dominique Ropion, the composition blends raspberry, jasmine, vanilla, musk, and cashmere wood for a bolder, more contemporary take on the Alien universe. The new pink-to-crystal gradient bottle also reflects the maison’s commitment to refillable fragrance.

Mugler reinventa Alien con una explosión frutal

Mugler lleva su icónico Alien a un territorio inesperado con Alien Pulp Eau de Parfum Fruitée, un nuevo flanker que reemplaza el característico misterio floral de la fragancia original por una intensa nota de frambuesa rosa.

Creada por el maestro perfumista Dominique Ropion, la composición combina frambuesa, jazmín, vainilla, almizcle y madera de cachemira para capturar una faceta más atrevida y contemporánea del universo Alien. El nuevo frasco, en degradado rosa y…

Gucci Beauty has unveiled Flora Gorgeous Orchid Intense, a new interpretation of its iconic fragrance that blends the warmth of vanilla orchid with an unexpected salty ozonic accord. The result is a richer, fresher, and more sophisticated composition that redefines the olfactory identity of the Flora collection.

Starring Aslay Baugh, Michał Kołkowski, and Andrew Royce, the campaign signals a new direction for the line, replacing classic romance with a bolder, more contemporary aesthetic. With this launch, Gucci reaffirms how luxury perfumery continues to evolve through unexpected contrasts.

Gucci reinventa su perfume más icónico con un ingrediente inesperado

Gucci Beauty presentó Flora Gorgeous Orchid Intense, una nueva interpretación de su icónica fragancia que combina la calidez de la orquídea de vainilla con un nuevo e inesperado acorde ozónico salado. El resultado es una composición más intensa, fresca y sofisticada que redefine el universo olfativo de la colección Flora.

La campaña, protagonizada…

YSL Beauty names Alisha Boe as its new Global Ambassador, making her the face of Black Opium Pink Glaze, a reinterpretation of its iconic fragrance that blends the signature coffee accord with notes of strawberry. With this launch, the maison introduces a brighter, younger, and more contemporary vision of one of its most recognizable fragrance collections.

More than a new ambassador, Alisha Boe embodies the evolution of Black Opium toward a narrative that resonates with a new generation while preserving the bold, rebellious spirit that has defined the fragrance since its debut.

YSL Beauty presenta un nuevo capítulo para Black Opium

YSL Beauty nombra a Alisha Boe como nueva embajadora global y la convierte en el rostro de Black Opium Pink Glaze, una reinterpretación de su icónica fragancia que combina el característico acorde de café con notas de fresa. Con este lanzamiento, la maison introduce una visión más luminosa, juvenil…

Bottega Veneta unveils a limited-time experience at Selfridges London to celebrate the launch of Alta, its new high perfumery collection. Inspired by the fragrances' scent profiles, the artisanal gelatos reinterpret notes such as fig, rose, blood orange, and vanilla, with each serving accompanied by a matching fragrance sample. The pop-up will be open to the public through July 29, 2026.

More than a seasonal activation, the concept reflects how luxury maisons continue to transform product launches into multi-sensory experiences, where luxury can also be discovered through taste.

Bottega Veneta convierte el perfume en un gelato

Bottega Veneta presenta una experiencia efímera en Selfridges London para celebrar el lanzamiento de Alta, su nueva colección de alta perfumería. Inspirados en las notas de las fragancias, los gelatos reinterpretan aromas como higo, rosa, naranja sanguina y vainilla, mientras que cada porción incluye una muestra del perfume correspondiente. La instalación estará abierta al público…