Zhiwuzhi
A Chinese brand from the early 2020s, inspired by classical incense recipes, herbs and woods.
China
About Zhiwuzhi
Zhiwuzhi is a Chinese fragrance brand launched in the early 2020s by two co-founders. It sells mainly through its own physical stores, where customers can try each scent in person.
History
Before starting the brand, the two founders spent more than a decade in brand strategy and marketing consulting for large groups and well-known companies. Seeing a Chinese perfume market dominated by Western labels, they started with five perfumes and opened their first permanent counter in March 2025. Directly operated stores have since opened in cities across China, and the brand held a pop-up shop in Paris in April 2025.
Philosophy & Signature Style
The name refers to objects cherished by the soul, reflecting the idea of conveying feeling through things. Drawing on classical Chinese incense recipes, the perfumes are built on herbs, woods and medicinal plants, and composed with Asian olfactory culture in mind. The brand presents fragrance not as a luxury but as an accessible personal ritual for everyday life.
Iconic Fragrances
Offering to the Moon centres on tea and woods, while Distant Hills in Silence opens with resin before a citrus heart emerges. The perfumes come in medicine-style bottles fitted with a fine atomizer, and their base is organic sugar beet-derived ethanol from France.
