Reclassified

Reclassified was founded in Shanghai in 2013 by Shanghai Xiangmao Trading under the Chinese name 调香室, loosely translated as the Fragrance Studio. Its concept — which it describes as the light salon model — holds that fine fragrance should not be hoarded as an exclusive luxury but opened to broader discovery, with quality of material and composition placed above decorative packaging. That emphasis distinguishes the house from most contemporaries in the Chinese domestic market, where design-forward branding has often outpaced olfactory ambition. The brand has built a substantial catalogue spanning perfume, home fragrance, and scented personal care, and in 2021 received a significant growth investment from CITIC Capital. The deal brought one of China's most sophisticated private equity managers into the prestige beauty space alongside a domestic fragrance house that had arrived at the category on its own terms rather than as a licensed copy of a Western brand. Reclassified's continued expansion reflects broader shifts in Chinese consumer preference toward considered domestic luxury.