Heritage
A house, in its own words
The story of Feel Oud begins with a student known online as “Russian Adam”. While studying engineering in Australia, Adam encountered Islam and its rich cultural relationship with agarwood. His curiosity led him to travel across Southeast Asia, where he met Bortnikoff, a longtime trader of sandalwood and oud. The two decided to combine Adam’s scientific background with Bortnikoff’s market knowledge, forming Feel Oud in 2018. Their first laboratory was a modest loft in Melbourne, where they experimented with steam and hydro‑distillation techniques to extract oil without using solvents. By early 2019 they released three inaugural fragrances—Oud Sub Lime, Fleur Oud Santal and Lotus Oud—each highlighting a distinct regional oud profile. The launch attracted attention from niche‑fragrance blogs, which noted the brand’s commitment to raw, undiluted oil. In 2020 Feel Oud secured a direct supply line with a family‑run forest in the Kachin region of Myanmar, allowing the brand to control harvest age and ensure sustainable practices. The following year the company opened a small warehouse in Dubai to serve Middle Eastern markets, a region historically linked to oud use. 2023 marked a milestone with the introduction of Oud de Grand, Oud Balsam, Sunrise and Set, and Maroky Incenza, expanding the portfolio beyond pure oils to scented colognes that retain the brand’s hallmark purity. Throughout its growth, Feel Oud has kept production volumes low, typically releasing fewer than 500 bottles per scent, a strategy that preserves exclusivity while maintaining quality. The brand’s evolution reflects a blend of personal journey, scientific rigor and respect for centuries‑old agarwood traditions. Feel Oud believes that oud should be experienced in its most authentic form. The brand’s creative vision rests on three pillars: transparency, sustainability and respect for the tree’s natural chemistry. Transparency means publishing the country of origin, tree age and extraction method for every batch, so consumers can trace the scent back to a specific forest. Sustainability drives the partnership with local harvesters who follow age‑based selection, allowing trees to mature for 30 to 50 years before tapping. The company also invests a portion of revenue into re‑planting programs in Myanmar and Vietnam. Respect for chemistry guides the decision to avoid alcohol or synthetic additives; instead, the brand offers the oil neat or blended with carrier oils that do not mask the resin’s intrinsic notes. Feel Oud’s editorial voice treats each fragrance as a conversation between the wearer and the forest, encouraging users to explore the shifting facets of oud over time rather than chasing fleeting trends. This philosophy resonates with collectors who value provenance as much as scent.