WE

Some things are built with funding. Others are built with need. Not for better branding.
Not for more launches. But for a different kind of connection.

New Niche Began As One Person's Search For Truth In Perfumery.

Not For Better Branding.

Not For More Launches.

But for

A Different Kind Of Connection.

My name is Sebastian Graf.

My name is Sebastian Graf.

In 2024, I began writing about scent. What started as a weekly newsletter grew into the world's most read independent publication on perfumery.

More than one thousand individual emails I answered myself. Each message taught me what people truly seek: not more products, but more presence. Not faster launches, but deeper connections.

Through these conversations, I realised that perfume deserves to be treated like any other art form. It needs context. It needs authorship. And it needs the link between creation and product to stay unbroken.

It is not a company.
It is a publishing house for perfume.

And this is who stands behind it

Chester Gibs

Chester Gibs

First Perfumer-In-Residence

Taught us that reflection can be turned into scent.

Dario Siegel

Dario Siegel

Producer of perfume oils

Gives perfumers freedom to create without compromise.

Ivana Rubelj

Ivana Rubelj

First Visual Artist

Painted what she smelled. Turning fragrance into form and mist. For her, intuition is the truest way to see.

Cansu Ferreira

Cansu Ferreira

Brand Designer

Turns ideas into something you can hold. For her, clarity is the highest form of beauty.

Rahul Agarwal

Rahul Agarwal

Community Evaluator

Balanced art, intuition, and wearability through thoughtful critique. For him, precision is a kind of empathy.

Eva Jarmolenkaite

Eva Jarmolenkaite

Videographer

Captured the story in motion. Translating scent and speech into image. For her, film is where sound and silence meet.