Fragrance distributor Romscent says Gulf Orchid has become one of the company’s main growth engines, reflecting the rapid expansion of the affordable fragrance segment across European markets.
The company reported during a press conference that changing consumer preferences are driving increased demand for fragrances that combine strong perceived quality, emotional appeal, and competitive pricing.
According to Romscent data, the segment accounted for just 3% of portfolio value and 7.7% of sales volume in 2020. By 2025, affordable fragrances represented 68% of portfolio value and 85% of volume, highlighting a significant shift in consumer purchasing behavior.
Gulf Orchid is one of the strongest examples of how the fragrance market is evolving. Consumers are increasingly looking for products that offer personality, quality, and experience without luxury-level pricing
Alex Amariței, Managing Partner at Romscent
Gulf Orchid posts triple-digit growth
Since entering Romscent’s portfolio in 2023, Gulf Orchid has recorded rapid expansion. The brand currently represents 24% of the company’s affordable fragrance inventory value and 4.7% of its overall portfolio.
Growth accelerated further over the following years, with Gulf Orchid recording a 111.5% increase in 2024 and an additional 49.2% growth in 2025. The brand reached a portfolio value of approximately RON 18 million last year and accounted for 7.6% of Romscent’s total portfolio, which includes more than 40 brands sourced from 12 fragrance houses.
The momentum has continued into 2026. During the first five months of the year, Gulf Orchid generated roughly 75% of the sales achieved throughout the whole of 2025, according to the company.
Romscent attributes the brand’s performance to a combination of factors, including rapid adaptation to social media trends, strong perceived product quality, relevant product launches, and operational support provided to retail partners.
Investments to support European expansion
To accommodate rising demand, Romscent invested more than €2 million in 2024 to strengthen its logistics and operational infrastructure. The company currently serves more than 2,000 active B2B customers and manages approximately 9,700 SKUs across its portfolio.
Romscent also works directly with fragrance houses in the United Arab Emirates to develop products tailored to European consumer preferences, reflecting the growing influence of Middle Eastern fragrance brands in international markets.
The company expects the affordable fragrance segment to continue outpacing overall market growth as consumers increasingly seek authentic, experience-driven products that remain accessible in terms of pricing.
