Franziska Josteit
Franziska Josteit spent over a decade inside the machinery of one of the world's largest fragrance houses, International Flavors & Fragrances, working across roles that sharpened her instincts and exposed her to the full machinery of scent creation. That corporate tenure, grounded in technical rigor and global market exposure, gave her the fluency to eventually step away and build something entirely her own. The result is Luisa Jo, her Wild Perfumery label, a luxury niche brand she founded from her Dutch base. Josteit positions herself not simply as a perfumer but as a scent designer, a distinction she leans into, framing fragrance as an experience crafted around individuality rather than mass appeal. Her entrepreneurial drive is matched by her role as a keynote speaker, where she demystifies the fragrance industry for audiences curious about the craft behind the bottle. The brand itself draws its name directly from her own: Franziska Luisa Josteit, a personal signature baked into every release.
The hits
Notable creations
The signature
How Franziska composes
Josteit's signature lies in her hybrid sensibility, the technical precision of a corporate-trained nose filtered through the soul of an independent creator. Her fragrance oils are formulated to meld with skin rather than sit on top of it, a technique that demands balance, restraint, and a deep understanding of how base notes behave over hours of wear. While her full ingredient palette spans classic naturals and modern synthetics, her work tends toward compositions that feel lush yet grounded, sensual without tipping into obvious territory. The Wild Perfumery concept itself suggests botanical richness, raw edges, and an embrace of unpredictability, qualities that distinguish her output from the polished uniformity of mainstream launches. Every formula is a personal signature, literally and figuratively.
Philosophy
What drives Franziska
Josteit believes perfume should be a conversation between the juice and the wearer's skin, not a declaration imposed upon the room. Her core philosophy rests on the idea that fragrance oils designed to interact with individual skin chemistry create scents as unique as the people wearing them. She rejects the one-size-fits-all approach she witnessed in mainstream perfumery, instead championing a wilder, more intuitive creative process. For Josteit, scent is deeply personal, almost biological, and her work aims to honor that intimacy. She often speaks about educating consumers, pulling back the curtain on how fragrances are built and how the nose functions, because she believes informed wearers make more confident choices. Extravagance, in her view, does not mean excess; it means intention, quality, and emotional resonance.
The houses