Niche fragrances have a reputation for being the sort of indulgence that makes you wince when the credit card bill arrives.
Vietnamese fragrance house Longtien, however, is out to make smelling expensive a little more accessible.
After launching in March 2026, the brand has now arrived in Singapore with perfumes priced at S$49.90.
Longtien’s sister label, BLVNC, whose pocket-sized scents start at just S$9.90, is now also in Singapore.
Longtien leans into the idea that scent can transport us back to specific moments and places.
That philosophy shapes its debut collection, The Stamps of Memories. This turns familiar slices of Vietnamese life into distinctive, easy-to-recognise scent profiles.
The best-selling Vietnamese Tea, for instance, pairs green tea leaves with milk and cream before settling into a soft musky base.
On the sweeter end is Banh Mi With Condensed Milk. This is a gourmand blend of hot chocolate, honey, Arabica coffee, vanilla, and cedarwood.
Cotton Candy is more playful, with strawberry, whipped cream, and sugar. All of which give it the soft, sugary sweetness of the real thing.
Then there is Áo Dài, which aims to capture the soft, fluid feel of the traditional silk dress. It does so through rice, mimosa, and oud. These then give way to woods, cashmere, and musk.
An upcoming scent, Nàng, meaning “her”, takes a more romantic direction. It features florals, sweet fruity notes, and warm woody undertones.
Longtien is also preparing to launch three more fragrances later this year: Hometown, Rice Market, and City.
All of the scents are designed to be unisex. City was created with a slightly more masculine edge. This was because the brand received customer feedback indicating they wanted something that leaned in that direction.
A 50ml bottle of Longtien Eau de Parfum is priced at S$49.90, making it considerably more accessible than many fragrances on the market.
That accessible price tag doesn’t mean Longtien is skimping on what goes into the bottle.
Behind the scenes, the brand works with Givaudan, one of the world’s biggest fragrance houses, to develop the oils used in its perfumes.
Impressively, the young brand has also made its mark on the international fragrance circuit.
At the 2026 Artisan Fragrance Awards, an annual juried competition recognising standout niche and custom scents, all four fragrances from Longtien’s debut collection picked up awards.
Vietnamese Tea took Gold in the Top Artisan Perfume category. Áo Dài scored three Gold awards for Ingredient Combinations, Scent Artistry, and Most Exciting Discovery.
Banh Mi With Condensed Milk and Cotton Candy also received Silver and Bronze awards across several categories.
The result is a neat proposition: perfumes with serious fragrance credentials, but at a price that still feels approachable.
For something even lighter on the wallet, BLVNC offers pocket perfumes at just S$9.90 each.
They’re specifically formulated for tropical climates. So they’re designed to hold up in hot, humid weather.
The small bottles also make them easy to throw into a bag for touch-ups throughout the day or slip into your luggage when you’re travelling light but still want to smell good.
While Longtien leans more heavily into Vietnamese heritage, BLVNC fully embraces the gourmand fragrance trend with scents inspired by tea, coffee, genmaicha, strawberry milk, matcha mille crêpe, lemon vanilla, and baguette.
Another part of BLVNC’s appeal is that the scents are meant to be mixed and matched.
You can layer different bottles depending on your mood, essentially playing perfumer without having to invest in an entire fragrance wardrobe.
And apparently, some customers are already asking for more: MS News understands that the team has received requests for larger versions of BLVNC scents, particularly its popular tea fragrance, with a bigger format now in development.
There’s no need to hop on a plane to Vietnam to get your hands on the scents as Longtien and BLVNC are now available at Aurel Singapore.
The local fragrance retailer specialises in more accessible niche and Middle Eastern perfume brands, and has an Experience Centre where customers can sample scents at their own pace.
If you’re keen to visit, do note that sessions are by appointment only, so you’ll need to book a slot in advance. Once you’ve done so, here’s how to get there:
Aurel Experience Centre
Address: 514 Chai Chee Lane, #02-03 Mapletree, Singapore 469029
Opening hours: 11am to 5pm (Mondays to Fridays, closed on weekends)
Nearest MRT station: Bedok North
Those who would rather shop from home can also browse Aurel’s range online.
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Featured image by MS News.