Heritage
A house, in its own words
Pouchard emerged in Paris as the vision of founder Eun Young Oh, who positioned the house not as a conventional perfume label but as a guild, a working collective of archaeologists, perfumers, artisans and artists. The project draws its identity from the intersection of these disciplines, with perfumers collaborating alongside historians and craftspeople to recover scents and rituals that risk being forgotten. The house refers to its perfume-making arm as the 'Guild of Archaeologists,' a deliberate nod to the idea that fragrance can be a form of recovery work, coaxing stories out of raw materials the way a dig coaxes artifacts from soil. While the house does not publish a traditional founding year in the way legacy Maisons do, its creative lineage connects to a longer Parisian tradition of bohemian design ateliers and artist-run spaces, where craft and concept share equal footing. What sets Pouchard's origin story apart is this refusal to separate art from commerce, or perfume from archaeology. The house treats each launch as a small exhibition, building context around every bottle rather than relying on legacy or nostalgia alone. At Pouchard, perfume begins with a question rather than a formula. The house sees scent as a carrier of memory, a way to resurrect rituals, materials and landscapes that might otherwise disappear. Founder Eun Young Oh describes the project as a guild for a reason: creativity here is shared, porous, and rooted in collaboration between perfumers, archaeologists and visual artists. The team approaches each creation almost like fieldwork, researching provenance, tracing botanical histories, and listening to the cultural echoes a material carries. This philosophy rejects the idea of fragrance as a finished product designed for mass appeal. Instead, Pouchard treats perfume as an artifact, something to be uncovered and contextualized. The result is a brand world that values slowness, depth and intellectual curiosity over trends. It is perfumery as cultural preservation, where a single bottle can hold centuries of meaning.