Bulgari revives green tea scent as tea-forward beauty trend expands across culture

Bulgari is launching a 2.0 version of Eau Parfumée au Thé Vert, the iconic fragrance first released over three decades ago, to emphasize a purer green tea essence and a refined blend of jasmine and bergamot. The house says the scent remains faithful to the original while projecting a more enduring presence, a claim echoed by Bulgari Parfums’ creative and heritage designer, Amandine Pallez. "Three decades ago, the technology to capture and distill an essence of green tea in such purity remained elusive," Pallez said. "This is Eau Parfumée au Thé Vert reimagined as a 2.0 version. It’s faithful to the original yet imbued with a markedly enduring presence."

Beyond Bulgari, the tea-forward fragrance has become part of a broader beauty and wellness movement that crosses scent into everyday routines. The perfume’s green-tea motif sits alongside other tea-centric notes like Thé Blanc, while the trend expands into multiple product categories. Juara recently launched Triple Tea Antioxidant Essence for skin; Fresh offers Verbena soap for bath care; R+Co’s Teacup Anti-Pollution Detox Rinse targets hair; and Blueme’s Balance ceramic candle invites a tea-inspired mood at home.

Luxury decor brand L’Objet has extended its Rose Noire fragrance—an infusion of Ceylon tea with roses—into a small yet influential collection. Introduced about two years ago, the scent has spawned a range of chic offshoots housed in black jars and spritzers and a white ceramic diffuser ball, enabling the rose-tea mood to permeate living spaces as well as personal fragrance.

Highbrow Hippie founder and herbalist Myka Harris has added Daily Reset Tea to the lineup, a blend of rooibos and honeybush designed as a ritual that helps hair health and daily downtime. Harris notes rooibos is rich in nutrients such as zinc and calcium, which are beneficial for hair health, and is valued for its anti-inflammatory and antioxidant properties that can protect hair from damage. Honeybush, native to South Africa, shares many of rooibos’ benefits but carries a slightly sweeter edge and contains phytoestrogens that may support hormonal balance. "My mother introduced me to rooibos tea decades ago," she explains. "It’s a wonderful tea that’s popular in South Africa and is becoming much more known here. It’s full of nutrients such as zinc and calcium, which are essential for hair health." Harris adds that rooibos’ anti-inflammatory and antioxidant properties can help keep hair healthy, while honeybush offers additional benefits and a gentler sweetness.

The conversation around tea-based beauty isn’t limited to plants and perfumes. Harris argues that the ritual of brewing and savoring tea functions as a practical antidote to today’s fast pace. "Our modern lifestyle has evolved into one that assaults us with stressors at every turn," she says. "From the constant influx of news delivered to us on our phones, the chaos of the world and the omnipresent technology that keeps us available, it’s more important now than ever to create rituals and structures that allow ourselves the freedom to disconnect and focus on ourselves. The action of making and drinking a cup of tea forces us to slow down. It’s a real moment of self-care."

Consumers can imagine a tea-forward beauty routine as a cohesive lifestyle. The offerings range from the Daily Reset Tea ritual to Rose Noire diffuser sets from L’Objet, as well as fragrance and home accents. The market’s current lineup includes Pour over Daily Reset Tea; Highbrow Hippie Rose Noire Porcelain Diffuser Set; L’Objet Chai Fleur Eau de Parfum (50 ml); Belnu Direct Flight; Style Preserving Matcha Dry Shampoo; IGK Balance Ceramic Candle; Blueme Teacup Anti-Pollution Detox Rinse; R+Co Eau Parfumée Thé Vert Eau de Toilette (75 ml); Bulgari Verbena Soap; and Fresh scents tied to verbena notes—evidence of how tea is infiltrating scent, skin, hair, and home products alike.

The cultural appeal of these brew-forward items underscores how fragrance, wellness, and daily rituals intersect in contemporary culture. Rather than a single product, the trend embodies a lifestyle shift: slowing down, savoring the moment, and weaving tea into sensory experiences across spaces and routines. As brands expand their tea-inspired lines, consumers gain access to a growing menu of scent- and self-care-focused options that blur the line between beauty product and everyday ritual, reinforcing tea’s enduring cultural resonance.

The tea-forward trend shows no signs of fading, with fragrance and beauty industries collaborating to translate the calming ritual of tea into tangible products. While Bulgari’s renewed Eau Parfumée au Thé Vert anchors the scent side of the conversation, a broader ecosystem of tea-infused skincare, haircare, bath products, and home accents continues to proliferate, inviting consumers to incorporate a moment of quiet retreat into daily life. As the market evolves, the fusion of craftsmanship, botanical purity, and ritual living could redefine how fragrance shapes culture and entertainment, turning a simple cup of tea into a touchstone of personal well-being and lifestyle.