Tea party: brew-based beauty expands from fragrance to daily rituals

Tea-based beauty is riding a global wave, led by Bulgari’s Eau Parfumée au Thé Vert 2.0, the reimagining of a 33-year-old icon that blends the finest green tea essence with upgraded jasmine and bergamot. Bulgari Parfums describes the new version as faithful to the original while delivering a more enduring presence, a refinement born from sourcing higher-quality green tea and recalibrating key notes. The development underscores a broader industry shift: perfume houses and beauty brands are turning to tea as both a fragrance anchor and a wellness touchstone, weaving the ritual of tea-drinking into product lines that span skin care, hair care, and home scents.

Tea’s appeal has spilled beyond scent, infiltrating a spectrum of beauty and wellness categories. Industry observers point to a pivot toward “brewed” sensibilities—kombucha and chai alongside traditional tea extracts—that translate into serums, bars, mists, and even candles. Bulgari’s line sits alongside Thé Blanc and other tea-inspired launches as brands seek to capture a moment of calm in a fast-paced world. The two-year-old Ceylon tea–infused Rose Noire fragrance from L’Objet has helped spur a family of products that extend the scent into decorative diffusers and minimalist packaging, turning a perfume into a lifestyle signature.

Mid-article look: a wave of tea-forward launches has extended into hair and body care as well. Highbrow Hippie, a small but influential label, rolled out Daily Reset Tea—a blend built on rooibos and honeybush—framing it as both a hair-healthy formula and a daily ritual. Founder Myka Harris describes rooibos as nutrient-dense, with zinc and calcium that support hair health, while honeybush brings a sweeter, balanced profile. Harris also notes the anti-inflammatory and antioxidant properties of rooibos can help mitigate damage from styling and environmental stress. Her comments reflect a broader belief that tea-based ingredients offer real functional benefits, not just scent or color.

The idea that tea can help people pause and reset is a recurring theme. Harris emphasizes that modern life often conspires to keep people online and on the go, making deliberate rituals more important than ever. “The act of making and drinking a cup of tea forces us to slow down,” she says, framing tea as a moment of self-care amid constant connectivity. Brands are translating that philosophy into tangible products—soothing hair rinses, antioxidant serums, skin-friendly toners, and even home accents—that remind consumers to take a pause during a hectic day. The goal is a holistic experience: scent, texture, and ritual converge to create an atmosphere of calm that extends from vanity to living spaces.

The catalog of tea-infused offerings cited by industry notes reads like a compact tour of contemporary beauty: Daily Reset Tea from Highbrow Hippie; Rose Noire in multiple formats from L’Objet, including a porcelain diffuser and spray options; Eau Parfumée Thé Vert from Bulgari in a refreshed edition; Chai Fleur Eau de Parfum; and a spectrum of complementary products such as Verbena soap from Fresh and a teacup–styled detox rinse from R+Co. The list also includes Multisystem tea innovations, such as Juara’s Triple Tea Antioxidant Essence for skin and Blueme’s Balance ceramic candle, all designed to reinforce the idea that tea is more than a flavor—it is a lifestyle cue.

The market narrative around these launches emphasizes the health and wellness angle alongside fragrance. Proponents highlight antioxidants, anti-inflammatory properties, and phytoestrogens as potential benefits, drawing connections between traditional tea culture and modern beauty science. In the case of rooibos and honeybush, Harris cites zinc, calcium, and other nutrients that can support hair vitality, while noting that these ingredients arrive with a sensory profile—rich, earthy notes mixed with subtle sweetness—that complements the calming ritual around tea time. Brand storytelling increasingly leans on the concept of a daily “tea moment” that doubles as a wellness practice, not merely a cosmetic step.

Timing and context matter in the current landscape. The New York Post’s Fashion & Beauty coverage on December 16, 2025, frames the shift as part of a larger trend toward brew-based beauty products, with consumers seeking products that honor slow living without sacrificing performance. The feature underscores how legacy fragrances, like Bulgari’s green tea line, sit alongside newer interpretations, while the rose-and-tea narrative from L’Objet suggests a durable demand for elegant, multifaceted experiences. The trend’s staying power appears anchored in both nostalgia for established scents and curiosity about how tea’s sensory and botanical attributes translate into skin and hair benefits, home ambiance, and personal rituals.

As brands map out future lines, the tea moment shows no sign of fading. Stores and online retailers alike report growing interest in combined scent-and-care experiences—an approach that blends fragrance, texture, and ritual into single-use moments that promote calm, focus, and a sense of ritual. The convergence of tea tradition and contemporary beauty science invites consumers to curate personalized “tea moments”—whether at the sink, in the shower, or during a quiet evening at home—where a cup’s act becomes a multi-sensory experience across fragrance, skincare, and beyond.

As the segment evolves, industry watchers say the core appeal remains simple: tea offers a sensory shortcut to relaxation and a practical kit for daily routines. Brands are listening, investing in higher-grade ingredients and more precise extractions, and designing packaging that communicates both luxury and simplicity. Consumers, in turn, gain access to a broader spectrum of tea-inspired products—from chic scents and lightweight perfumes to hair serums and home wares—that echo the timeless comfort of a well-steeped cup.