Heritage
A house, in its own words
Andreas Wilhelm spent more than two decades creating scents for a range of manufacturers before deciding to publish his own work. In 2017 he registered the name Perfume.Sucks in Switzerland, a decision that reflected his frustration with an industry that often hides behind elaborate stories. The first releases, GREEN 368C and BLUE 3135C, arrived the same year and were presented without the usual celebrity endorsements or luxury positioning. Over the next few years Wilhelm expanded the line with YELLOW 133C (2018), PURPLE 222C (2018), BLACK C (2019) and LIVING CORAL 16‑1546C (2019). Each new fragrance kept the same coding system, reinforcing the brand’s intent to let the olfactory formula stand alone. In 2022 the house partnered with Russian singer Sasha Frolova for a limited edition, marking its first collaboration outside the traditional perfume world. The following year saw the launch of FUEL 0987, a scent that referenced industrial notes, while 2024 introduced LOVE 6567, the most recent addition to the collection. Throughout its evolution Perfume.Sucks has remained a small‑scale operation, relying on Wilhelm’s personal network of ingredient suppliers and on a transparent production model that publishes the fact that each formula was previously rejected by other houses. The brand’s history is therefore a series of deliberate, low‑key releases rather than a rapid expansion driven by market trends. The core idea behind Perfume.Sucks is transparency. Wilhelm has repeatedly said that every formula in the range was turned down by other manufacturers before he decided to release it under his own label. This approach challenges the common practice of hiding a scent behind a narrative, instead inviting the wearer to judge the perfume on its own merits. The brand also rejects the notion that a perfume must be wrapped in a story about romance, travel or heritage; the product pages list only the code, the year and a brief scent description. By using a domain‑style name, the house signals a digital‑first mindset that values honesty over mystique. Sustainability is not marketed as a slogan, but the small‑batch nature of production reduces waste and limits the need for large‑scale distribution. Wilhelm’s long career in the industry informs a respect for raw materials, and the brand’s statements emphasize that each ingredient is chosen for its olfactory contribution rather than its trendiness. In short, the philosophy is a quiet insistence that scent should be experienced directly, without the clutter of hype.