| Category | Oriental Fragrance |
| Founded | 2018 |
| Headquarters | Beijing |
| Listing | Private |
| Latest revenue | No published financials |
| Hero SKUs | Kunlun Snow Perfume / Seasonal Diffuser |
Brand History
Founded in Beijing in 2018, To Summer was among the first domestic fragrance brands to claim an explicitly oriental identity. Rather than imitating European perfumery, it drew on Chinese geography and literature — Kunlun, snow, bamboo, tea, osmanthus — building an 'oriental botanical' portfolio and unifying naming, packaging and store design into one aesthetic language.
Early on it used limited online drops to create scarcity, then moved offline with standalone stores in Beijing and Shanghai where space and scent drive conversion. The range extends from perfume into diffusers, candles and body care at a high price point for domestic fragrance. To Summer is private and discloses neither revenue nor volumes, so its scale can only be inferred from store count and media coverage.
Hero Products
Three-Year Financials
Neither the brand nor its parent publishes audited annual financials; no estimates are provided.
Brand-level：Revenue and volumes are not disclosed; public information covers stores, products and collaborations.
Source：Brand and media information (no audited data)
Company Coverage
- 2025-09Stores keep expanding
Beyond Beijing and Shanghai into more tier-one retail areas.
Source：Brand / media - 2025-04Oriental botanical series updated
Seasonal editions built on tea, bamboo and osmanthus.
Source：Brand - 2024-12Gifting strengthened
Festive sets lift AOV above everyday items.
Source：Brand
Observation: To Summer's value is proving that domestic fragrance can sell cultural premium rather than imitation. But fragrance is low-frequency and high-consideration, with in-store experience and scent memory as the main conversion tools — which necessarily makes expansion slower than skincare. The test is preserving scarcity of scent and aesthetics while adding stores.