The Heritage
The Story of New Notes
New Notes is an Italian niche fragrance house established in 2022, headquartered in San Giuliano Milanese near Milan. The brand specializes in Extrait de Parfum浓度更高形式的香水, positioning itself as the scent of now for a contemporary audience. New Notes challenges traditional perfume structures by creating gender-neutral fragrances that reject conventional categorizations. The collection includes both year-round and seasonal releases, spanning notes like mandarin and akigala wood, cherry and prosecco, vanilla and caramel, leather, musk, pistachio latte, and marine accords. Each fragrance arrives in minimal packaging reflecting the brand's clean aesthetic philosophy. The Italian origin informs the brand's approach to composition, drawing from Mediterranean olfactory traditions while pursuing contemporary interpretations of classic scent profiles.
Heritage
New Notes emerged in 2022 from the vision of founder Gregor, whose background in sourcing luxury menswear collections shaped his understanding of quality materials and refined craftsmanship. Working in fashion's premier tier, Gregor traveled extensively and developed an appreciation for artisanal goods that prioritized substance over presentation. The transition to perfumery reportedly came from a personal realization that conventional fragrances failed to meet his standards for longevity and character. Rather than entering an established house, Gregor chose to build a brand from the ground up, leveraging his fashion industry connections to source materials and establish production relationships in Italy. The decision to base operations in San Giuliano Milanese placed New Notes within Italy's historic perfume manufacturing corridor, providing access to skilled craftspeople and raw material suppliers. Early releases included Talco, Caramelo Vanilla, and New Leather, establishing a pattern of playful naming that contrasts with sophisticated compositions. The brand maintained a deliberate pace, releasing seasonal offerings alongside permanent collection pieces, allowing each fragrance to establish its own identity rather than flooding the market with options. Rather than pursuing mainstream distribution, New Notes focused on building a dedicated following among fragrance enthusiasts who value its distinctive approach to gender-neutral scent design.
Craftsmanship
New Notes produces Extrait de Parfum formulations at concentrations that exceed standard market offerings, theoretically providing enhanced sillage and wear duration compared to conventional eau de parfum products. The Italian manufacturing base places production within proximity to historical perfume manufacturing expertise, though the brand does not publicly disclose specific ingredient suppliers or production partners. The Extrait de Parfum format requires more concentrated raw materials and more precise blending than diluted counterparts, demanding higher quality standards throughout the production process. Fragrance names like Akigala Mandarino, which references both a synthetic woody note and citrus elements, and Mangomina D, suggesting mango and mandarin combinations, demonstrate a willingness to explore unconventional note combinations that deviate from classical perfumery structures. Seasonal releases like Cherry Prosecco and Latte Pistachio suggest responsive development cycles that allow the brand to capture trending flavor profiles and aromatic combinations. The absence of publicly named perfumers indicates either in-house development or confidential external partnerships, a common approach in contemporary niche perfumery that allows houses to maintain creative flexibility without dependence on individual artisans.
Design Language
The New Notes visual identity centers on clean minimalism with restrained color palettes and straightforward typography. Product photography emphasizes the bottle as object rather than lifestyle accessory, presenting fragrances against neutral backgrounds that communicate sophistication without ostentation. Packaging follows a matching philosophy, with simple forms and limited text that allow the fragrance name and concentration to serve as primary information. The brand's Instagram presence (@newnotesparfums) reinforces this aesthetic through curated imagery that prioritizes product presentation over influencer partnerships or lifestyle content. Naming conventions draw from food, nature, and sensory description rather than mythological references or celebrity associations, suggesting an approachability that contrasts with niche perfumery's often esoteric branding. Labels like Talco, Caramelo Vanilla, and Queen Of The Sea use direct sensory language that communicates intended olfactory character without pretense. This naming strategy serves practical purposes for international audiences while maintaining coherence across the expanding collection. The absence of elaborate origin stories or heritage claims in marketing materials suggests confidence that the product itself should justify attention, though the Italian manufacturing context and Extrait concentration provide implicit quality signals.
Philosophy
New Notes operates from the conviction that fragrance should not be constrained by gender expectations or traditional usage categories. The brand rejects the conventional separation of perfumes into masculine and feminine classifications, instead creating scents intended for universal appeal. This philosophy extends to the naming conventions, which use descriptive phrases like Queen Of The Sea, Latte di Cherry, and Musk Complexity that invite wearers to imagine the olfactory experience rather than adhering to prescribed gender associations. The brand positions itself as challenging traditional perfume structures, suggesting that conventional concentration hierarchies and note pyramids fail to serve contemporary consumers who seek more expressive olfactory experiences. By focusing exclusively on Extrait de Parfum concentration, New Notes commits to formulations with higher perfume oil content than standard eau de parfum, theoretically providing greater depth and longevity. The brand describes its identity through the phrase the scent of now, suggesting an alignment with current cultural moments rather than timeless classics or trend-driven releases. This approach implies ongoing evolution as the brand interprets what now means in successive periods, potentially allowing the collection to shift and expand while maintaining its core commitment to accessible luxury and gender-inclusive design.
Key Milestones
2022
New Notes launched as an Italian niche fragrance house, releasing founding collection pieces including Talco, Caramelo Vanilla, New Leather, Musk Complexity, and Queen Of The Sea.
2023
The brand introduced Latte di Cherry, expanding into dessert-inspired compositions that resonated with fragrance enthusiasts seeking edible note combinations.
2024
Akigala Mandarino joined the collection, combining synthetic woody materials with citrus elements in a fragrance demonstrating the brand's willingness to explore innovative combinations.
2025
A cluster of releases including Cherry Prosecco, Mangomina D, and Latte Pistachio marked an acceleration in new product development, bringing the collection to approximately fifteen fragrances.
At a Glance
Brand profile snapshot
Origin
Italy
Founded
2022
Heritage
4
Years active
Collection
7
Fragrances released
Avg Rating
3.7
Community sentiment
Release Rhythm