Our Philosophy


Simple is the new bold. For decades we have been sold on smoke and mirrors. No more fake moods, marketing gimmicks, someone else's travel tales, or showy brand names that nobody can see anyway.

No more nonsense. The boldest statements are simple.

Perfumers work as ghostwriters chasing after the latest consumer trends. We binned market research reports and offered the most exciting perfumers in the world total creative control and unlimited budgets.

When you buy a high-end luxury fragrance, you are paying for everything but the fragrance. We stripped away the extravagant costs of vanity, and pass all the money saved on marketing and other nonsense to you.

We are a literary term. We replaced an old genre that is all about vanity, with a modern story about uncompromising quality and authentic craftsmanship. An original collection created without boundaries.