About NOU
NOU is a Polish fragrance brand founded by Anna Stawska, a creative entrepreneur passionate about storytelling through scent. The brand celebrates the deep connection between nature, emotion, and personal identity, offering thoughtfully composed perfumes in elegant, nature-inspired packaging. Each fragrance tells a unique story, evoking moods, seasons, and landscapes that resonate with everyday moments. Having gained recognition across European and American markets for its sensory depth and aesthetic consistency, NOU strategically chose China as its gateway into Asia’s rapidly growing niche perfumery market.
Anticipating Market Shifts: From Offline Retail to Experience-Driven E-Commerce
In 2020, NOU entered the Chinese market by embracing cross-border e-commerce (CBEC) rather than traditional offline retail or costly distributor agreements. Leveraging platforms like Tmall Global and Xiaohongshu (RED), NOU retained full control over product presentation, brand storytelling, and direct customer engagement—critical factors for a sensorial and emotionally driven category like fragrance.
This strategic timing coincided with the COVID-19 pandemic, which accelerated the shift to online shopping in China and transformed consumer habits almost overnight. For niche brands like NOU, this digital acceleration created a unique opportunity to bypass intermediaries and connect directly with a new generation of Chinese consumers seeking authentic, experience-led brands.
From Cosmoprof to Collaboration: Lying the Foundations
NOU’s China journey began at Cosmoprof Hong Kong 2019, a premier beauty industry event, where the brand met its future Chinese distribution partner: Ivy Chan, founder of Shenzhen Yingxin Brand Management Co., Ltd. This digitally savvy partner specialised in launching beauty brands online and advocated a lean, scalable CBEC approach rather than demanding a broad portfolio and heavy offline marketing investments.
Founders Anna Stawska (NOU) and Ivy Chan (Shenzhen Yingxin Brand Management Co., Ltd.)
By early 2020, as the pandemic pushed even more Chinese consumers online, the partnership was formalised with a shared vision rooted in authenticity, aesthetics, and sustainable growth. Both founders—Anna Stawska and Ivy Chan—actively collaborated on strategic decisions, from product localisation to channel selection, exemplifying a successful cross-border female entrepreneurship model.
Brand Protection: A Critical Step
Recognising the risks of imitation and counterfeiting in China, NOU prioritised early registration of its brand name, logo, and a Chinese-language equivalent carefully crafted by Ivy Chan to resonate locally while preserving brand values. This legal protection was crucial for safeguarding intellectual property and enhancing marketing effectiveness, as Chinese consumers tend to trust brands with meaningful, locally relevant names.
Market Position: A Distinctive Competitive Edge
NOU is notably the only Polish perfumery brand officially registered for offline sales in China—a milestone reflecting its commitment to legal compliance and long-term market development. This registration grants NOU access to premium retail networks, faster logistics, and deeper consumer engagement, providing a strategic advantage over competitors and reinforcing brand credibility among Chinese partners and consumers.
Building a Lifestyle Narrative: Leveraging Chinese Social Platforms
Starting in 2023, NOU launched dedicated content on Douyin (Chinese equivalent of Tik Tok) and Xiaohongshu (RED), followed by POIZON in 2025. Instead of conventional product-focused campaigns, NOU’s storytelling strategy framed each fragrance as a personal, emotional journey linked to nature, mood, and memory. This approach resonated strongly with young, urban Chinese women in Tier 1 and 2 cities, who value authenticity, emotional connection, and aspirational aesthetics.
NOU collaborated with Chinese Key Opinion Leaders (KOLs) and micro-influencers passionate about niche beauty and self-care. These partnerships emphasised immersive storytelling—fragrance routines, mood diaries, and travel-inspired content blending daily life with sensory escapism. The content’s natural and minimalist visuals aligned perfectly with NOU’s elegance and calm individuality, helping Chinese consumers associate the brand with refined lifestyle values.
Trade Fairs and Market Presence: Cementing Credibility
To build brand awareness and foster partnerships, NOU and its distributor maintained a strong presence at key industry events:
- Cosmoprof Hong Kong: A vital platform for launching and networking in the beauty sector.
- CEEC Expo Ningbo: Showcasing European brands to regional Chinese buyers.
- China Beauty Expo Shanghai: Asia’s largest beauty trade show, offering exposure to top-tier retailers and media.
- Notes Shanghai: China’s premier fragrance industry exhibition.
These participations reinforced NOU’s image as a credible, professional, and globally active brand, enabling direct engagement and real-time market feedback.
Retail Presence in China
Complementing its online success, NOU is now present in over 25 carefully selected retail doors across China, including niche perfumery boutiques and high-end concept stores in key cities like Shenzhen, Beijing, Shanghai, Hangzhou, Guangzhou, Chengdu, and Sanya. Retail partners such as Harmay, Maison Niche, and OR Scent reflect the brand’s aesthetic and emotional positioning, offering consumers immersive fragrance experiences aligned with NOU’s values.
This hybrid omnichannel model combines premium online presence with selective offline discovery, catering to Chinese consumers’ desire for both convenience and tactile brand experiences.
Lessons from the Market: Consumer Behaviour and KOL Strategy
NOU’s experience revealed that Chinese fragrance consumers, especially Gen Z, prioritise lifestyle alignment and emotional resonance over traditional olfactory criteria. Unlike mature perfume markets where scent composition drives purchase, many Chinese buyers select fragrances based on brand storytelling, aesthetic appeal, and mood association.
Collaborations with KOLs who could authentically translate fragrance language into relatable themes—stress relief, identity expression, seasonal moods—were critical. These influencers’ creative freedom and long-term partnerships fostered loyalty and delivered superior ROI compared to short-term campaigns.
Cross-Border E-Commerce: Opportunities and Limits
While CBEC provided a low-risk entry point, NOU faced logistical challenges such as slower delivery times and limited promotional tools compared to domestic brands. Fragrance’s intangible nature also complicated online trial. To overcome this, NOU introduced sample programs and bundle kits, encouraging discovery and experimentation.
Despite these constraints, CBEC enabled NOU to test product-market fit, build brand equity, and gather real-time consumer insights—essential steps before offline expansion.
Looking Ahead: Toward a Hybrid Expansion Strategy
Having established a recognisable brand and loyal customer base online, NOU is now pursuing a hybrid strategy that integrates online sales with curated offline placements in lifestyle boutiques and concept stores in rapidly growing cities like Shanghai, Chengdu, and Hangzhou. This approach focuses on curated visibility and experiential retail rather than mass-market expansion, aligning retail presence with the brand’s values and enhancing consumer engagement.
Final Reflections
China’s fragrance market is complex but full of promise. NOU’s journey demonstrates that success depends not only on product quality but on understanding local culture, engaging consumers emotionally, and adapting strategically. For European niche perfumery brands with a clear voice and willingness to learn, China offers not just a market but a platform for meaningful, sustainable growth.
