Chinese niche fragrance brand Melt Season (融季) has launched podcast Soft Thorn FM, focusing on women in their 30s and beyond. Hosted by founder Ruanruan, the show invites women to share personal stories and reflections. The first episode, released during Qixi Festival (Chinese Valentine’s Day), discusses love and intimate relationships. Founded in 2020, Melt Season introduced its first perfumes in late 2021. In under four years, the company completed three financing rounds. In December 2023, it announced strategic investment from New Incubation Ventures, Estée Lauder's venture arm, worth tens of millions of RMB.