Brand «NOT perfumes»

The Unconventional Philosophy of Swedish Perfumery

The young and bold niche house NOT perfumes, originating from Sweden, was founded in 2018. The brand name is not a negation but a declaration of freedom from rules. It rejects traditional gender labels and seasonal constraints, offering universal fragrances that everyone can interpret in their own way. NOT's philosophy is built on the ideas of purity, minimalism, and a deep connection to northern nature, making it one of the most discussed contemporary projects in the world of perfumery.

The Master Behind the Scenes: Perfumery Talent

The embodiment of this philosophy in scents is handled by the talented British perfumer Joanna Venables. Her signature, known from work for other niche brands, perfectly aligns with the founders' vision. She creates multifaceted yet astonishingly harmonious compositions for the brand, where modern synthetic chords organically intertwine with natural notes, creating a sense of something both familiar and completely new.

Top 5 Fragrances to Start Your Journey With

Despite a modest but meticulously curated portfolio, NOT perfumes already has its cult hits, especially beloved by connoisseurs.

To get acquainted with the brand, experts often recommend Nadir – a hypnotic and dark fragrance built on the contrast of incense, leather, and tobacco. Another favorite is Svaha, which represents an ultra-modern interpretation of the chypre genre with an emphasis on bright saffron and transparent musks.

Lovers of airy and light chords will appreciate Vaan with its weightless blend of violet leaf, rice, and sandalwood. If you're looking for something bold and unusual, pay attention to Ashka, where smoky birch tar is softened by a sweetish iris. No less interesting is Orm, in which cool mint and green notes meet warm amber, creating a remarkably tenacious and memorable composition.

Why NOT perfumes Became a Cult Brand

In a short time, NOT perfumes has managed to win the love of the niche community thanks to its uncompromising approach. Each bottle is not just a fragrance but a complete statement, devoid of excess in design and focused on the pure idea. The brand has gained a reputation as a creator of "intelligent" perfumery for thoughtful people who value the quality of ingredients, conceptual depth, and the freedom of self-expression through scent.