Scent Library lost its trademark — China’s top fragrance brand cannot own its name

Scent Library (气味图书馆) was founded in 2009 and became China's best-known domestic fragrance brand, selling perfumes, home fragrances, and scented body care. By 2019 it had over 100 stores and a strong online presence, positioning itself as the local challenger to international perfume brands. In 2021, the brand received investment from Spain's Puig group, signalling ambitions for further growth.

The brand's core asset was its name — '气味图书馆' (Scent Library). But in 2019, the company discovered that its trademark's exclusive right had expired in November 2020 without renewal. The company scrambled to re-register, but the trademark office's initial review rejected the application. By the time the company appealed, the gap had created an opening for challenges.

On January 6, 2024, the China National Intellectual Property Administration (CNIPA) definitively declared the Class 3 trademark (registration 17917508, covering perfumes, cosmetics, and detergents) invalid. The ruling found that '气味图书馆' and 'SCENT LIBRARY' had become generic descriptive terms in the perfume industry, lacking the distinctiveness required to identify a single source of goods. The company's subsequent applications for related marks such as '气味商店' and '气味图书室' were also rejected.

The invalidation means Scent Library can no longer prevent competitors from using its name. The brand faces a difficult choice: invest heavily in rebuilding brand recognition under a new name, or continue operating without trademark protection and risk dilution as copycats multiply. Either path threatens the brand equity built over 15 years.