Heritage
A house, in its own words
Cherry Cheng launched Jouissance in 2022 after years of collecting contemporary art and publishing limited‑edition books. The brand’s name references a French feminist theory that describes an intense, embodied pleasure, a concept Cheng felt resonated with the sensuality of erotic prose. Early development involved close reading of works by Anaïs Nin, Anne Desclos, and Catherine Millet, then distilling their emotional cores into aromatic formulas. In 2023 the house released its first trio of scents, positioning itself as a subversive alternative to mainstream perfumery. A pop‑up showcase at Liberty London later that year introduced the brand to a broader audience and highlighted its publishing‑inspired packaging. 2024 marked a milestone with three new releases—Les Cahiers Secrets, En Plein Air, and La Bague d’O—each anchored to a different literary moment and presented alongside limited‑edition booklets. Throughout its short history Jouissance has maintained a small‑batch production model, collaborating with independent French ateliers for blending and bottling. The brand’s trajectory reflects a consistent commitment to marrying narrative depth with scent, carving a niche that appeals to readers who seek fragrance as an extension of story. Jouissance frames perfume as a continuation of the reading experience. In interviews Cheng describes the house as a celebration of the deep connection between literature and scent, where each fragrance emerges from an emotional and psychological interior rather than a market trend. The creative brief begins with a text—often an erotic novel or a personal diary entry—and asks how its mood, tension, and intimacy could be expressed in aroma. This literary‑first approach positions the scent as a subversive commentary on desire, inviting wearers to inhabit the private world of the author. The brand also embraces a feminist perspective, choosing works that foreground female agency and sexual autonomy. Rather than chasing novelty for its own sake, Jouissance seeks authenticity, allowing the narrative to dictate ingredient choices, structure, and intensity. The result is a collection that feels more like a scented chapter than a commercial product, encouraging contemplation and personal storytelling.