Heritage
A house, in its own words
Martijn and Floor van Rooy established Parfumado in 2017, driven by a belief in the emotional power of scent. The sibling duo identified a gap in the fragrance market: consumers often struggled to commit to full bottles without experiencing a scent first. Their solution was a subscription model that delivered curated perfumes in smaller formats, rotating selections to expose members to diverse olfactory profiles. The company launched in October 2017 and has since expanded its reach across Europe. Beyond individual subscriptions, Parfumado has pursued partnerships that extend its discovery mission. A notable collaboration with Skins resulted in "Selected by Skins," a curated selection of niche perfumes presented in travel-friendly formats. The partnership, announced at Hotel de l'Europe in Paris, reflected Parfumado's commitment to making elusive niche fragrances more accessible. The platform has continued releasing original fragrance creations alongside its discovery service, with releases spanning from African Hours in 2023 to more recent additions including Mystic Oud, Sage Horizon, and Midnight Rodeo in 2025.
Discovery defines Parfumado's approach to fragrance. Rather than directing members toward specific bestsellers, the platform encourages exploration across fragrance families, concentrations, and price tiers. The subscription model treats each delivery as an introduction rather than a final verdict, allowing members to form their own preferences through direct experience. Parfumado curates from a broad range of houses and perfumers, including independent creators whose work rarely reaches mainstream retail. The platform positions fragrance discovery as an ongoing education, presenting each selection as an opportunity to learn something new about materials, techniques, or artistic vision. Their social media presence emphasizes the human stories behind fragrances, profiling perfumers and founders rather than focusing solely on product claims. This editorial approach reflects a belief that understanding a fragrance's context deepens the experience of wearing it.