If you walk into any major clothing brand in Pakistan today, the chances are high that you’ll be greeted by an entire section dedicated to perfumes. This wasn’t always the case. A few years ago, fashion retailers in the country were primarily focused on apparel and accessories. Now, however, it’s not unusual to see Khaadi, Sapphire, Sana Safinaz, and a growing list of other brands offering their own line of perfumes.
The shift reflects broader changes in Pakistan’s fragrance market, which has evolved significantly due to economic factors, changing consumer tastes, and the rising cost of imported goods. Local perfumes, which were once considered an afterthought in the industry, have steadily gained prominence in recent years. This surge in demand for local alternatives points to a clear shift in consumer behavior: a growing preference for affordable, locally manufactured products over expensive imports.
In this article, Profit examines the rise of local perfume brands, particularly those launched by clothing retailers, reflecting changing trends in consumer habits and what this means for the fragrance market in Pakistan. We will also look back at the origins of this market, analyze its current state, and highlight the key factors contributing to the growth of local brands. The content in this publication is expensive to produce. But unlike other journalistic outfits, business publications have to cover the very organizations that directly give them advertisements. Hence, this large source of revenue, which is the lifeblood of other media houses, is severely compromised on account of Profit’s no-compromise policy when it comes to our reporting. No wonder, Profit has lost multiple ad deals, worth tens of millions of rupees, due to stories that held big businesses to account. Hence, for our work to continue unfettered, it must be supported by discerning readers who know the value of quality business journalism, not just for the economy but for the society as a whole.To read the full article, subscribe and support independent business journalism in Pakistan
