Heritage
A house, in its own words
Mischief Academy emerged as a second brand from Zen91, the parent company that also operates D'annam, described in fragrance media as a well-established and more contemplative fragrance house. Multiple independent sources identify Nick Hoang as the owner or principal behind Zen91 and its portfolio brands. When Mischief Academy entered the market, fragrance commentators noted it as a deliberate tonal shift from its sister brand, trading D'annam's reportedly restrained aesthetic for something more irreverent and story-driven. The brand does not appear to have disclosed a specific founding year in publicly available sources, though its debut collection was reviewed and gifted to fragrance content creators in 2025, establishing a clear market presence in that year. The connection to D'annam is significant: D'annam's founder reportedly contributed to scent development for the Mischief Academy collection, suggesting a shared creative lineage despite the brands' differing identities. This overlap has been noted in fragrance community discussions and social media commentary, though the specific scope of that involvement has not been independently documented beyond a single content creator's account. The Fairy Tales collection serves as the brand's founding narrative statement, positioning Mischief Academy as a story-first house from its inception.
The brand's tagline, "I pledge allegiance to the art of mischief," signals an intentional rejection of solemnity. Where many fragrance houses lean on heritage language and sophisticated restraint, Mischief Academy embraces playfulness, provocation, and narrative transparency. Each scent in the debut collection draws directly from a fairy tale or childhood reference, making the concept legible at the level of naming rather than requiring the wearer to interpret abstract olfactory notes. This approach lowers the barrier between fragrance and personal memory, positioning scent as a trigger for narrative recall rather than an aspirational badge. The brand does not appear to publish perfumer names for its creations, a choice that keeps the focus on concept and mood rather than auteur identity. The philosophy aligns with a broader indie fragrance movement that prizes emotional resonance over industry credentials, appealing to a consumer who selects fragrance the way one selects a book or a playlist rather than a luxury accessory.