Fragrance house

PerfumeBox

Established in 2016, PerfumeBox is a self-operated, multi-brand fragrance lifestyle retailer owned by Eternal Beauty Holdings Limited rather than a standalone perfume house. It developed from an online retail launch into a combined online-and-offline model. Its identity centers on fragrance discovery, personal expression, creator-oriented exploration, and a welcoming environment for people beginning their fragrance journey. The retail experience follows a store-by-store thematic approach, adapting to local cultural and lifestyle references while presenting international fragrance brands. In Shanghai, this has included a Shanghai-themed concept store connecting fragrance experiences with local cultural identity. PerfumeBox sits within Eternal’s longer Greater China fragrance-distribution history: the parent company was incorporated in 1983 and pioneered imported-perfume distribution in China, Hong Kong, and Macau in 1987.