Museum + Brand: Co-creating a New Olfactory Narrative

On March 26, 2026, Xuelei Fragrance Museum joined hands with Liby Master Fragrance to present the annual special exhibition THE UNCEASING AURA: JOURNEY OF FRAGRANCE FROM PALACE TO HOME.

Curated by Xuelei, the exhibition unfolds across four chapters—OLFACTORY PILGRIMAGE, OLFACTORY REVOLUTION, FROM COURT TO HOUSEHOLD, and THE FRENCH CHANSON—systematically tracing the evolution of scent from a mere cleansing function to an aesthetic expression. 

Visitors can not only view fragrance artifacts and daily chemical products from different eras but also actually smell classic fragrance formulas reconstructed based on historical documents—from the "Eau de la Reine" of the Renaissance to the eau de cologne of the Napoleonic era—gaining a deeper understanding of the multiple meanings of scent in power, faith, and individual expression.

In recent years, as global cultural consumption increasingly shifts toward experiential, emotional, and lifestyle-oriented experiences, fragrance is becoming a vital medium connecting culture, aesthetics, and consumption. Xuelei continues to promote the dissemination of fragrance culture through an integrated model of "culture + industry + technology." This cross-sector collaboration between "museum + brand" achieves a deep integration of cultural resources and industrial capabilities, offering the public an immersive cultural experience while providing a practical example of synergistic innovation between brands and culture.

THE UNCEASING AURA is now officially open. Xuelei sincerely invites the public to step into the museum and reconnect with history, memory, and contemporary life amidst the unceasing aura.