Chai Brews Up a Storm: From Cups to Couture

Searches for "chai flavour" and "chai fragrance" have surged globally, with year-on-year interest showing a significant increase. This trend sees the comforting spiced tea beverage moving beyond the cup and into perfume bottles and makeup bags. Luxury brands like Prada have introduced chai-infused scents, with Indian fragrance houses such as Fraganote and Bombay Perfumery following suit. These brands are capturing the essence of cutting chai and more complex spiced tea profiles. The trend also extends to home fragrances, with candles inspired by chai aromas entering the market.

Beyond scents, chai's warm, brown hues are translating into popular makeup shades, particularly for lip products. Brands like Indē Wild, Mamaearth, and CITTA are launching lip treatments and balms in chai-inspired colours, appealing to consumers seeking comfortable, everyday nude tones. Experts believe chai could become a lasting fragrance category, akin to vanilla, due to its immediate association with warmth and comfort. This suggests chai's influence in perfumery and cosmetics is poised for sustained growth.