Hours

Bottle of 04 Tea Beneath Clouds on a coastal windowsill
How Tea Got Into Perfume
Tea has no essential oil worth wearing. So how did it become one of perfumery's defining notes? From a 1992 jewellery gift to the hojicha era. Read more...
Clear bottle of 04 Tea Beneath Clouds extrait de parfum with white label and black square cap
Unisex Is Not a Category
Perfume was ungendered for most of its history. The men's and women's aisles are a sales invention roughly a century old — and they're dissolving. Read more...
Bottle of 01 Before The Crown extrait de parfum with white label and black square cap
The Note Pyramid Is a Marketing Diagram
Top, heart, base. It began as a perfumer's teaching method and became sales copy — and it describes something perfume doesn't actually do. Read more...
Bottle of 05 Plum Beneath Snow extrait de parfum with white label and black square cap
Oud Without the Mythology
Oud is a tree's immune response to infection, harvested nearly to extinction and mostly synthetic in your bottle. All three facts are fine. Here's why. Read more...
Bottle of 08 Beyond The Horizon extrait de parfum with white label and black square cap
What Actually Happened to Celebrity Fragrance
Celebrity scent went from $150m a year to a third of that in three years, then came back. The collapse wasn't about taste — it was about where perfume was... Read more...
Close detail of the 01 Before The Crown bottle: white label, glass and textured black cap
The Case for Fewer Ingredients
A modern fragrance can carry two hundred materials. Jean-Claude Ellena built a career proving it doesn't need to. What restraint actually costs. Read more...
Bottle of 03 Space Between Us extrait de parfum with white label and black square cap
Blind Buying Is the Most Expensive Habit in Fragrance
The most-discussed behaviour on r/fragrance isn't a brand — it's blind buying. A case against it, from a house that would benefit from you doing it. Read more...
Tea Beneath Clouds extrait de parfum on coastal rocks beside the Pacific
What to Watch at Pitti Fragranze 2026
Pitti Fragranze returns to Florence 11–13 September with 260+ houses and a one-word theme: CURA. Here's what it signals about where niche perfume is going. Read more...