THE WHAT? The owner of popular social media platform TikTok, ByteDance has unveiled its own fragrance line, according to a report published by Charged Retail Tech News.

THE DETAILS Emotif, as the scent has been named, is currently being sold via selected Chinese e-commerce marketplaces.

THE WHY? The TikTok parent company has been pursuing an aggressive launch strategy since it branched out into consumer products a few years back, per Charged Retail Tech News. So far, it has concentrated on the food, beverage and personal care sectors. Chinese interest in homegrown brands is mounting, and sales of fragrance growing rapidly.