To Define
A Ningbo perfume brand from the early 2020s that turns poetry, culture and emotion into scent.
China
About To Define
To Define is a perfume brand based in Ningbo, a port city in China's Zhejiang province. It aims to let people express themselves through scent, drawing on small everyday stories to create fragrances that hold emotion and memory.
History
The brand was co-founded in the early 2020s by a group that includes graphic designer Simin Xu. Xu shapes the bottles, boxes and visual identity, while perfumers from around the world compose the scents. His packaging for the brand's fragrance spray was chosen for China's Award360° Annual 100 design selection.
Philosophy & Signature Style
At its centre is what the brand calls its Poetic Inner Core: translating thought, culture and emotion into scent, so that a Chinese aesthetic meets modern self-expression. Two collections anchor the line: I KNOW ME, about understanding oneself, and Love Actually, about renewing oneself through love.
Iconic Fragrances (or Did You Know?)
Every perfume carries a poetic Chinese title: Once borrows its title from a poem by the Southern Song lyricist Liu Guo and renders youthful spirit with citrus, gin and white tea. Palpitate imagines crossing the deep sea of another person's heart with only sincerity as a guide, told through citrus, jasmine and ambergris.
