Nichebox names new regional director for Northeast Asia and Oceania

Perfume brand Nichebox has appointed Fiona Tin (pictured) as its new regional director of Northeast Asia and Oceania, effective from April 2025.  

In this newly created role, Tin reports to Jelena Jevsina, VP of sales EMEA, Nichebox, and she covers markets such as China, Taiwan, Hong Kong, Japan, Korea, Australia and New Zealand. 

The role was born from the company’s ambition to capture untapped opportunities in luxury and distinction, according to Tin in a conversation with MARKETING-INTERACTIVE. 

“As regional director of Northeast Asia and Oceania at Nichebox, I’m not just leading; I’m shaping a new frontier for Clive Christian’s timeless heritage and Liquides Imaginaires’ daring innovation, transforming scent into an art form. It’s a canvas to blend my passion and expertise, scaling a vision in a region ripe with potential, reflecting my own journey of growth through reinvention,” she said. 

Tin's new role spans business development, sales operations, marketing, training, forecasting, financial planning, and P&L management - a broad scope demanding precision and strategic vision to drive growth.  

“Nichebox views niche perfumery as a powerful force, and I advance this by channeling my two decades in luxury to elevate Clive Christian’s storied heritage and Liquides Imaginaires’ bold innovation, creating resonance with discerning audiences. It’s about turning Nichebox’s vision into tangible results through my expertise and focus,” she added. 

“It positions me as a pioneer in this expansion, leveraging my deep luxury experience to amplify niche perfumery’s influence and reach,” she added. 
Most recently as head of marketing, fragrance and beauty products divisions at Chanel Hong Kong, this new role is a bold entrepreneurial leap for Tin, leaving the familiar to build something extraordinary.  

During her five years at Chanel, Tin led a dynamic team to achieve exceptional results in one of Chanel's most competitive regions. She owned the A&P budget for fragrance, make-up, and skincare, driving brand growth and market share dominance through strategic vision, data-driven decision-making, and a keen understanding of the luxury consumer. 

“This isn’t just a career shift—it’s a commitment to a higher purpose, stepping beyond my comfort zone to champion niche perfumery as a personal art. It’s a call to redefine luxury through its intimate, rebellious spirit,” she said. 

“Unlike mainstream fragrances, these scents weave unique stories, spark memories, and empower wearers to embrace their individuality, free from trends. It’s more than perfume—it’s a movement toward authenticity and self-discovery. In this role, I’m building that world, brick by brick, using my experience to craft something lasting that celebrates what makes us unique,” added Tin.

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