The Story
Why it exists.
The beginning
Daniela Andrier built #Hashtag around a single provocation: what does modern life smell like? Not nostalgia, not memory, just the present, digital and tactile at once. The aldehydes deliver that first brush, metallic and immediate, the way a new screen glints before fingerprints arrive. Somalian incense and iris follow, unhurried,smoky and resinous, grounding the coolness in something ancient. Cedarwood and musk finish close to the skin, intimate, lasting, built for now. The result is a fragrance that refuses to transport you backward. It keeps you here.
Aldehydes rarely open so deliberately. In most compositions, they're a brief lift, the sparkle before the heart arrives. Here, #Hashtag lets them linger, giving the opening real presence before theSomalian frankincense and iris surface. That patience is unusual. The iris from the Landes region brings a powdery, almost violet-adjacent warmth that could easily overwhelm, but the cedarwood keeps it dry and grounded in the drydown. Musk sits close, intimate, never loud. Six to eight hours of wearing proves this isn't a showpiece fragrance, it's a daily one.
The evolution
The aldehydes arrive first, cold, metallic, clean. Almost clinical. Forty minutes in, violet leaf greens things up just enough to soften the edges before Somalian frankincense enters quietly, smoke curling at the perimeter without taking over. Iris and incense layer together, powdery and resinous, warm without sweetness. By the second hour, the drydown settles into Moroccan cedarwood and musk, close to the skin, intimate, modern. The cedar keeps it from going soft. Eight hours later, skin holds a quiet trace of musk and cedar, nothing loud, just the day distilled.
Cultural impact
#Hashtag sits among contemporary aldehydic-florals, compositions that borrowed the classic Chanel tool but used it for modern ends rather than heritage reverence. Wearers describe it as the scent of someone who notices, who prefers presence over performance. The aldehydes spark conversation; the drydown earns loyalty.
The House
27 8727 87 is an independent fragrance house based in Barcelona, Spain, founded in 2016 by Romy Kowalewski. The brand takes its name from her birthdate, a personal anchor that grounds its broader creative mission in the present moment. Known for its contemporary, gender-inclusive compositions, the label creates scents designed not as nostalgic anchors or memory triggers, but as companions to lived experience. The collection spans olfactory territories from aromatic to resinous, with notable works including Wandervogel (2016), Genetic Bliss (2018), Sónar (2019), Flâneur (2021), and Per Se (2023). Each fragrance arrives in a signature bottle that reflects the brand's commitment to minimalist, geometric design. Operating without a house perfumer, 27 87 works with external industry collaborators to develop its progressive formulations, maintaining flexibility and creative curiosity across its expanding catalog.
The Creator
Daniela AndrierIris is Andrier's defining obsession. She has spoken openly about her love of the ingredient, drawn to its quiet complexity and the way it emerges from root rather than flower.
