Founded only two years ago, Maison 21G has quickly won over young perfume lovers in Singapore, where it already has three shops. But thanks to intensive direct-to-consumer marketing, via its website and social networks, the influence of the customisable perfume brand has spread far beyond the borders of the Southeast Asian city-state. Now Maison 21G is preparing to enter the Middle East and the United States and is targeting China in 2022 and Europe in 2023.
Has Johanna Monange found the...

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