Shiseido launches its first Max Mara fragrance line
Max Mara Le Parfum is conceived as an “invisible coat” for the contemporary, confident, and independent woman, translating Max Mara’s design codes into an olfactory identity.
JAPAN – Shiseido has introduced Max Mara Le Parfum, the first fragrance developed under its long-term licensing partnership with Italian fashion house Max Mara, marking a strategic expansion of Shiseido’s global prestige fragrance portfolio.
The fragrance began its commercial rollout on August 24, 2026, through select retail partners in North America and Europe, before expanding to more than 50 markets worldwide from September 1, 2026.
This phased global launch aligns with Shiseido’s distribution strategy for prestige fragrances and underscores the scale of the Max Mara partnership announced in 2024.
Yaël Tuil, President of Global Fragrances at Shiseido, stated, “Le Parfum marks a defining milestone in the partnership between Shiseido and Max Mara.”
“Rooted in our shared commitment to quality, craftsmanship, and innovation, this first fragrance captures the distinctive values of the House through a new olfactory and design expression. We are proud to bring this creation to consumers around the world.”
Shiseido positions fragrance as one of the fastest-growing categories in the global prestige beauty market, with demand rising across generations as consumers increasingly treat scent as a form of self-expression.
To capture this growth, Shiseido leverages its Paris-based Centre of Excellence of Fragrance and a diversified portfolio that includes ISSEY MIYAKE, Narciso Rodriguez, ZADIG & VOLTAIRE, Serge Lutens, Tory Burch, and SHISEIDO fragrances. Max Mara Le Parfum adds a new, fashion-led expression to this portfolio, broadening Shiseido’s appeal across consumer segments and geographies.
The scent is built around an abundant woody structure featuring sandalwood and cedarwood, wrapped in tuberose absolute and warmed by vanilla.
Reflecting Max Mara’s attention to detail, the bottle is made entirely of glass and is accented by a lacquered belt at its centre, echoing the brand’s sartorial language. Formulated with 90% natural-origin ingredients and certified vegan, the fragrance aligns with modern expectations for refined quality and responsible craftsmanship.
Shiseido has outlined a two-phase growth plan for Max Mara Le Parfum: prioritizing Europe, North America, and Asia Pacific in 2026, followed by focused expansion into China, Japan, and Latin America in 2027.
The company intends to continue developing the Max Mara fragrance franchise to enhance its prestige fragrance portfolio and strengthen its global fragrance business as worldwide demand for prestige scents grows.
Through sustained investment in innovation, craftsmanship, and brand building, Shiseido aims to reinforce its position in the fragrance category, with the Max Mara launch serving as a key milestone in its long-term partnership strategy.
Max Mara, founded in 1951 and celebrating its 75th anniversary in 2026, is known for timeless design, refined craftsmanship, and an elegant, modern aesthetic.
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