The Heritage
The Story of House of BŌ
House of Bō is a Miami-based niche fragrance house founded by Bernardo Möller and Giancarlo Perez. The brand creates gender-neutral perfumes that draw on Mexican heritage and slow perfumery principles. Möller began collecting perfume at thirteen, amassing a personal library of 500 bottles before entering the industry. House of Bō positions itself around intentional creation, emphasizing ethically sourced natural ingredients and artisan-quality craftsmanship over mass production. Each fragrance carries a unique name referencing cultural touchstones rather than conventional marketing conventions.
Heritage
Bernardo Möller spent years working in real estate while quietly building a collection of around 500 perfume bottles, a passion that began when he was just thirteen years old. His partner in life and business, Giancarlo Perez, shared his appreciation for scent and artistry. Together, they made the decision to transition from hobbyists into fragrance creators, leveraging Möller's deep familiarity with perfume evaluation accumulated through years of sampling and collecting. The couple launched House of Bō in October 2021, establishing their base in Miami where they could develop their vision of slow, deliberate perfumery. The brand name itself, with its stylized diacritic on the 'O', reflects a deliberate move away from convention. Early industry reception proved encouraging, with beauty journalist Jonathan Flores noting that the founders managed to execute foundational brand-building elements with unusual competence despite being newcomers to the beauty sector.
Craftsmanship
The brand emphasizes that their fragrances contain raw, natural ingredients that are sustainably sourced, though specific origins of individual materials are not detailed in available sources. House of Bō highlights ethical consideration in their supply chain, though particulars remain largely unspecified in public communications. The company has forged relationships with unnamed industry collaborators, with WWD reporting that industry professionals expressed interest in working with the emerging house. Available marketing materials suggest careful ingredient selection and testing processes, but the brand reveals minimal operational detail regarding production facilities or manufacturing methods. The emphasis falls consistently on quality of materials and intentional formulation over volume output.
Design Language
House of Bō has adopted an understated visual language that consistently appears across their brand presence. Their Instagram displays photography emphasizing clean composition and muted palettes, aligning with the minimalist positioning evident in other brand expressions. Bottle design reportedly centers on elevated presentation, with recent fragrance launches (El Sireno, Rosario, Casa Blanca) showcasing distinctive amber-toned glassware. The brand maintains gender-neutral positioning in both messaging and visual identity, avoiding pink-blue distinctions common in the industry. Typography choices reflect the stylized spelling of their name, with the macron over the 'O' appearing consistently across communications. Overall visual presentation suggests deliberate restraint, premium positioning, and editorial sensibility.
Philosophy
House of Bō operates on the principle that fragrance should exist for the body and soul, a phrase appearing consistently across their brand communications. Their perfumes intentionally eschew traditional gender categorization, presenting instead as gender-neutral offerings available to anyone. The brand frames its creative process around Mexican artistry, positioning cultural heritage as central to their identity rather than mere aesthetic reference. Slow perfumery defines their approach, suggesting extended development periods, careful ingredient selection, and deliberate restraint in production schedules. The brand describes their mission as awakening the senses and creating harmony between body and environment. Each fragrance emerges from a process that reportedly prioritizes authenticity of expression over commercial considerations.
Key Milestones
1990s
Bernardo Möller begins building his perfume collection at age thirteen
2010s
Möller accumulates approximately 500 perfume bottles while working in real estate
2021
House of Bō officially launches, with initial offerings including NOURISHING PARFUM PRIMER, LA MAR, ESPIRÍTU, and AGUA DE SANTOS
2023
Brand releases El Sireno and Rosario alongside Infinitoud
2024
Casa Blanca joins the collection
2025
Ave Maria launches as the brand enters its fourth year of operation
At a Glance
Brand profile snapshot
Origin
United States
Founded
2021
Heritage
5
Years active
Collection
6
Fragrances released
Avg Rating
4.1
Community sentiment
Release Rhythm