Heritage
A house, in its own words
By Cloud was founded in 2017 in the United Kingdom, according to its profile on Fragrantica. The launch coincided with a broader resurgence of micro‑brands that prioritize artistic freedom over traditional house structures. The initial eight‑bottle line—After The Rain, Dema, 18°C, Oud 1001, London Musk, Amaya, Aurora, and Soul of Rose—was released within the same year, each accompanied by a minimalist glass bottle and a brief description of the intended ambience. By Cloud’s founder remains unnamed in public interviews, but the brand’s early press releases describe a collaborative process involving freelance perfumers and a small production partner in Europe. In 2018 the label expanded its catalogue with limited‑edition re‑releases, testing market response before committing to larger batch sizes. By 2020 the company reported a shift toward sustainable packaging, introducing recycled glass and biodegradable caps for new launches. The brand’s modest scale allowed it to adapt quickly to supply‑chain disruptions during the COVID‑19 pandemic, maintaining a steady flow of new releases through direct‑to‑consumer channels. By 2022 the label celebrated its fifth anniversary with a retrospective on its website, highlighting the original eight fragrances as a cohesive “weather series” that continues to influence its creative direction. Throughout its history, By Cloud has avoided large‑scale advertising, relying instead on word‑of‑mouth, niche perfume forums, and curated social‑media content to reach enthusiasts. By Cloud frames perfumery as a series of sensory snapshots. The brand’s statements, as captured on its official site, emphasize clarity, restraint, and a desire to translate fleeting atmospheric moments into olfactory form. Each fragrance is presented with a concise narrative that references a specific condition—rain, temperature, or locale—rather than an elaborate storyline. This approach reflects a belief that scent should act as a backdrop for daily life, not dominate it. By Cloud also stresses transparency in ingredient disclosure, listing primary notes and concentration levels on product pages. Sustainability appears in the brand’s ethos, with a commitment to recyclable packaging and sourcing of raw materials from suppliers that adhere to EU standards for ethical extraction. The creative process reportedly involves short‑term collaborations with perfumers who are given a thematic brief rather than a detailed brief, encouraging spontaneity. By limiting the number of launches each year, the house aims to give each scent sufficient market exposure and consumer feedback before moving on to the next concept.