Heritage
A house, in its own words
The brand traces its origins to Leslie Courtois, a Bordeaux-based designer who founded Leslie Courtois Design in 2017, specializing in perfume bottle design. Working across a variety of clients in the packaging industry, she developed deep expertise in how a fragrance bottle communicates before a consumer ever opens it. That background in tactile, visual, and sensory design became the foundation for ASMR Fragrances. The brand launched in 2024 with eight simultaneous releases, marking a direct translation of her design sensibility into the fragrance itself. Rather than entering an existing perfume category, the house created its own niche by mapping ASMR triggers, which are sounds or sensations that produce a pleasurable tingling response, onto olfactory experiences. The packaging and branding are handled in-house in Bordeaux, giving the founder direct control over how the product looks and feels from design through delivery.
ASMR Fragrances describes its scents as faithful and wearable reproductions of familiar, intense, and timeless olfactory memories. The brand does not present traditional fragrance pyramid notes in its marketing. Instead, each scent is paired with a binaural video experience, creating a two-channel audio recording that simulates spatial sound when listened to with headphones. The philosophy centers on triggering ASMR responses by combining scent with sound. Where most perfume brands focus on the olfactory journey of the wearer, ASMR Fragrances extends the experience to the auditory channel, asking consumers to listen as they smell. The brand's eight offerings explore everyday sensory moments, translating mundane triggers like rain on a window, the smell of a hair salon, or the warmth of a bonfire into wearable fragrances. This approach treats perfume as part of a broader sensory landscape rather than a standalone product.