RE CLASSIFIED RE diao xiang shi
Salon-class fragrances that refuse to be classified.
RECLASSIFIED — written in Chinese as RE调香室 — is a Shanghai fragrance house started in 2013 and one of the most visible names in the wave of domestic Chinese perfumery that emerged in the early 2010s. The English name is meant as a contradiction: a refusal to be neatly sorted into existing categories of designer or niche. The catalog spans eaux de parfum, candles, body care and home fragrance, drawing both on Chinese references — tea, ink, courtyard florals, regional foods — and on the standard western palette of woods, ouds and gourmands. Products are sold in a network of company-run boutiques in mainland China and through e-commerce platforms domestically and abroad. In 2021 the brand received a strategic investment from CITIC Capital, signalling its position as a leading domestic challenger to imported niche houses and a vehicle for export ambitions.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
