Jasmine Liu
Jasmine Liu never set out to become a perfumer. Trained as a graphic designer, she encountered a scent that shifted everything. "If I had not encountered this scent, I might not have become a Perfumer," she has said. That singular moment redirected her creative ambitions toward Givaudan, where she now crafts fragrance with the same intention she once brought to visual layouts. Liu's background gives her an unusual perspective: she thinks about fragrance the way a designer thinks about space and composition, building experiences that unfold visually as much as olfactively. Born in China, she carries a distinctly Chinese sensibility through her work, drawing on regional memories and familial traditions, particularly around Chinese New Year, which she has described as a celebration rooted in family and regional nuance. Her portfolio includes 13 fragrances and has earned industry recognition, including Silver in Top Car Fragrance at the Golden Osmanthus Awards for Yu Men Legend. She lectures on perfumery, contributes to international programs like No Jun High 2025, and approaches her work with what she calls sincerity and a tinge of romance.
The hits
Notable creations
The signature
How Jasmine composes
Liu gravitates toward structural compositions that balance tradition with contemporary sensibility. Her Chinese heritage surfaces in her use of locally sourced materials and culturally resonant accords. She favors ingredients with narrative depth, selecting each component for the story it contributes rather than its sheer novelty. Her background in graphic design translates into precise, layered constructions where each element has a clear role. She has demonstrated skill across categories, from automotive fragrance to personal care, suggesting versatility grounded in technical discipline. Signature creations include Yu Men Legend, which won Silver at the Golden Osmanthus Awards, and work spanning 13 fragrances that showcase her architectural approach to scent building.
Philosophy
What drives Jasmine
Liu approaches fragrance as a form of visual storytelling. Her graphic design roots inform how she constructs fragrance experiences, from the initial brief through to experiential pop-ups and consumer presentations. She believes scent carries narrative weight, that each fragrance can evoke place, memory, and emotion the way a well-designed campaign might. Her philosophy centers on authenticity: she speaks openly about being moved by ingredients, about finding romanticism in raw materials. She resists the notion that perfumery is purely technical, insisting there is an emotional core to the work that must be honored. For Liu, every fragrance begins with a feeling rather than a formula.
The houses