Boitown 冰希黎

Boitown 冰希黎 is a Chinese fragrance brand founded in Shanghai in 2008 by domestic perfumer Melody after she left a role at a French perfume company. She graduated in fragrance and flavor from the University of Shanghai for Science and Technology, which is cited as the only such program in China, and set out to build a homegrown perfume label rooted in professional perfumery training.

The brand positions itself as the first olfactory-aesthetic fragrance house created by a domestic perfumer, with a stated mission to challenge the idea that perfume is only a luxury product and instead establish fragrance as a widely accessible daily consumer good in China. Boitown develops women’s and men’s perfumes alongside home and car fragrances and scented body-care lines, and it collaborates with internationally known perfumers on many of its compositions.

From around 2017 onward, Boitown has launched dozens of perfumes, including collections such as Boitown by Boitown Classic, Pure, Nordic Lights, and concepts like Nameless, which are promoted with aromatic woody, floral-fruity and gourmand structures. Marketing materials and product descriptions highlight blends of citrus, woody notes, musk, vetiver, milky accords and bright florals, aiming for recognizable yet approachable scent profiles.

The brand’s communication and press coverage emphasize value for money, mass reach in the domestic market, and a desire to shape a distinctive Chinese perspective on modern perfumery. Its expansion into multiple retail channels and collaborations with high-profile perfumers reflect an effort to compete directly with international labels while keeping pricing and positioning within reach of mainstream consumers in China.