The internationalization of the perfume market in the Republic of Croatia plays a key role in the development and transformation of the entire sector. This process involves the entry of foreign brands into the Croatian market and the expansion of Croatian brands into international markets. Additionally, foreign perfume brands enter the Croatian market through various channels, such as direct sales, franchises, and distributors, adapting their products to local tastes and preferences. Therefore, Croatian perfume manufacturers aim to expand their presence on the global stage through exports and online sales. One of the effects of internationalization is that increased competition motivates domestic producers to improve the quality of their products and services, providing consumers with a wider choice and access to an expanded range of products. On the economic side, the effects include market growth, increased employment in the perfume industry, and higher revenues, while cultural influences bring new trends and fragrances that shape local preferences. Internationalization also impacts the introduction of new technologies and potential innovations in perfume production and necessary marketing strategies. Moreover, it brings significant changes and opportunities for both foreign and domestic brands, playing a crucial role in the overall development and further improvement of this sector in the Republic of Croatia. In all of this, companies must adapt to different business strategies and concepts, considering factors such as costs, culture, employees, and the pricing of their products and services. They also need to take on a certain degree of risk, which they face daily, in order to remain competitive against their rivals in the market.