The fragrance industry is one of the largest and fastest-growing segments of the luxury market. Established luxury brands like Chanel, Dior, Gucci, and Tom Ford dominate through heritage, exclusivity, and premium appeal. However, with the rise of sustainable consumer trends , eco-friendly fragrance brands are gaining attention. This research compares the luxury fragrance market with Seravo , a new eco-friendly fragrance brand, to explore opportunities, challenges, and positioning strategies.