Max Mara launches debut fragrance under long-term Shiseido licence deal

The launch of new scent Le Parfum marks a major milestone in Shiseido’s fragrance partnership with Italian fashion house Max Mara, as the Japanese beauty giant seeks to bolster its perfumer offering

Italian fashion house Max Mara has launched its debut perfume, Le Parfum, under its long-term fragrance deal with Shiseido.

Centred around a woody scent profile, the house’s first fragrance with Shiseido includes notes of sandalwood and cedarwood, wrapped in tuberose absolute and complemented by vanilla.

The bottle is entirely made of glass and features a lacquered belt at its centre, with prices starting from £104 for a 50ml bottle available at gb.maxmara.com.

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The launch follows Shiseido and Max Mara entering into a long-term fragrance partnership in July 2024.

The licence has allowed the Japanese beauty brand owner to develop, produce, market and distribute fragrances under the Max Mara brand.

Shiseido said the deal aims to boost the global growth of its fragrance arm, which includes licences for fashion designers Narciso Rodriguez and Issey Miyake.

”Le Parfum marks a defining milestone in the partnership between Shiseido and Max Mara,” said Yaël Tuil, President Global Fragrances at Shiseido.

“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.”

The milestone creation also marks a significant shift in Shiseido’s strategic priorities, strengthening its fragrance business through a portfolio of distinctive prestige brands.

A Shiseido company statement read: “Fragrance remains one of the fastest-growing categories in the global prestige beauty market, with demand expanding across generations.

“Consumers are increasingly embracing fragrance as a form of self-expression, resulting in sustained category growth and new opportunities emerging worldwide.”

The Japanese giant’s fragrance portfolio also includes Zadig ＆ Voltaire, Serge Lutens, Tory Burch and Shiseido's own-brand fragrances.

Looking ahead, in 2026, Shiseido claimed it will prioritise Europe, North America and Asia Pacific, and in 2027, China, Japan and Latin America as strategic growth markets for Max Mara Le Parfum.

Shiseido aims to further develop the Max Mara fragrance franchise, enhancing its prestige fragrance portfolio and strengthening its global fragrance business.

Max Mara was established in 1951 by Achille Maramotti in Italy and has more than 2,000 global stores.

It introduced its first scent, Max Mara for women, in 2004, including notes of ginger, citruses and orchid.

The fashion house launched several more fragrances, including Kashmina Touch, built around woods and musks, and Le Parfum, which has more floral and spicy notes.