Recently, Shanghai Outstanding Industry Co., Ltd. (hereinafter referred to as "Outstanding") successfully obtained a Product Carbon Neutrality Verification Statement issued by TÜV SÜD, an internationally recognized third-party certification body, with the support of Carbon Newture, and in accordance with the latest international carbon neutrality standard ISO 14068-1:2023.
According to the certificate, the carbon footprint of Outstanding's 500mL flameless diffuser across its full life cycle—from cradle to grave—is 3.6013 kgCO₂e. With professional support from Carbon Newture, Outstanding achieved carbon neutrality through internal emission reductions and the retirement of voluntary carbon credits. The verification results are scientific, authoritative, and traceable.
ISO 14068 is the latest, most stringent, and internationally recognized standard for carbon neutrality. It outlines a three-tier hierarchy of climate action: Reduction, Removal, and Offset—setting a new benchmark for aligning carbon neutrality efforts with global best practices.
Founded in 2006, Outstanding is a high-tech enterprise focused on the R&D and manufacturing of modern home fragrance products. Integrating research, production, and sales, the company is dedicated to providing high-quality fragrance solutions to clients worldwide.
As a pioneer in Shanghai's fragrance industry, Outstanding has driven the standardization and innovation of the home scent sector through forward-looking market insights and continuous R&D investment. It has previously partnered with the Shanghai Institute of Technology to establish a fragrance laboratory, ensuring its products remain at the forefront of the industry.
By implementing rigorous quality control, lean management, and low-carbon production practices, Outstanding has successfully overcome international market entry barriers. Its brand ranks #1 in Amazon’s Best Seller Ranking (BSR) and has become a leading example of Chinese fragrance brands going global.
Image source: Outstanding official website
01. Green and healthy: the key to breaking through in the fragrance market
The fragrance market currently includes flameless diffusers, flame-based products, deodorizers, and other auxiliary scent tools. Among them, flameless diffusers can be further categorized into reed/cotton diffusers, diffusion stones, and hanging diffusers. Without relying on electricity or heat, flameless products are inherently low-carbon and more versatile in placement—making them particularly well-suited for the Chinese market.
Image source: Liandanlu data
According to the 2025 China Fragrance Industry Report by Huaon.com, the market size reached RMB 18.15 billion in 2023 and is expected to exceed RMB 25.44 billion by 2025, maintaining a compound annual growth rate of over 10%. This growth is largely driven by consumers' increasing pursuit of lifestyle quality and their preference for health-conscious, eco-friendly products.
Data from Liandanlu sata – Fragrance Market Online Sales Insights shows that users aged 24 to 40 account for more than 60% of the scent economy’s consumer base. This demographic typically has strong purchasing power and a demand for quality living, making them more willing to pay for the sensory pleasure and emotional value of fragrance products. They also place higher demands on sustainability and environmental performance.
Image source: Liandanlu data
In today's society, a low-carbon lifestyle is not only an environmental responsibility but also a reflection of emotional value. Modern consumers—especially Gen Z—increasingly seek to express their lifestyle attitudes, showing a clear preference for carbon-neutral products.
However, across the fragrance supply chain, significant carbon emissions come from upstream processes such as paraffin refining and the cultivation of plant-based essential oils, which are difficult to trace accurately. Downstream stages like manufacturing, packaging, transportation, and omnichannel distribution further complicate carbon footprint accounting.
To address these challenges, Outstanding launched the world’s first carbon-neutral flameless diffuser in close collaboration with Carbon Newture, directly responding to market demand. The product not only fulfills consumer expectations for sustainability but also represents a landmark step forward for Chinese fragrance brands in aligning the scent economy with the carbon-neutral economy.
02. Scent economy + green and low-carbon: sshering in a new era for domestic brands
Today, “natural, organic, and green” have become major decision-making factors for Chinese consumers. In the emerging fragrance segment—especially flameless diffusers—growth will continue alongside the evolving preference for low-carbon, quality-driven consumption.
Staying true to its brand philosophy of “Making Life Better,” Outstanding uses fragrance as a medium to convey the pursuit of a quality lifestyle. The company continues to explore sustainable product development and is committed to creating even better experiences for consumers in the future.
As a professional carbon management organization, Carbon Newture provided end-to-end support to Outstanding—covering carbon footprint calculation, carbon neutrality certification, and carbon disclosure—accelerating the integration of carbon neutrality and the scent economy.
References:
1.Fragrance Market Online Sales Insights – Liandanlu Data
2.2025 China Fragrance Industry Classification, Economic Environment, and Value Chain Report – Huaon.com
3.Vegan, refillable, carbon capture… The sustainable fragrance concept is evolving fast
