The Story
Why it exists.
The beginning
Greed arrived in 2025 as part of Proad's 7 Sins Collection, a series that translates the seven deadly sins into wearable compositions. Proad is a niche house that works with professional perfumers, turning abstract concepts and emotional states into scent. For Greed, the house turned to Calice Becker, a perfumer with a body of work that includes building complex, layered compositions for demanding houses across the industry. The concept lives inside the name itself. Desire as something that cannot be negotiated with. Wanting that refuses to soften itself. The kind of hunger that doesn't dress up in polite language or ask permission before it takes.
What makes Greed structurally interesting is the way it stacks the warm notes against something sharp. Juniper berry and angelica open the composition with a dry, almost gin-like bite, the kind of aromatic green that reads as appetite before the heart even starts. The angelica adds a herbal lift that keeps the juniper from collapsing into something purely bitter, and together they create an opening that feels cold and alive at the same time. Then rum and coffee arrive together, which is a deliberate move.
The evolution
The first 15 minutes are surprisingly sharp. Juniper leads the opening, angelica adds a herbal lift underneath, and nutmeg warms the back end of the composition. The juniper reads as bracing and almost austere, the kind of aromatic green that clears the air rather than fills it, not what you expect from a scent called Greed. Then the heart opens, and it shifts hard. Rum arrives first, sticky and dark, followed quickly by coffee and cinnamon. Geranium threads through the middle to keep it from becoming pure gourmand, adding a greenish floral note that pulls against the sweetness and stops the composition from tipping into confection. This is the phase that defines the wear, carrying the most personality, the part of the fragrance where the tension between bitter and sweet is at its most active.
Cultural impact
Greed by Proad pushed back against the easy gourmand category by leaning on juniper berries and angelica rather than vanilla or caramel, and that restraint sparked its own conversation. The composition made a case that bitterness has a place inside the gourmand category, that unsweetened compositions can carry the same emotional weight as their sweeter siblings. Reviewers pointed to Greed as a reference point when discussing aromatic bitterness as a deliberate choice rather than an accident.
The House
ProadProad is a Thai fragrance house that interprets human nature through scent, drawing inspiration from the Roman Catholic concept of the seven deadly sins. The brand creates perfumes that explore themes of desire, memory, and emotional states, translating abstract concepts into wearable compositions. Proad has released multiple notable scents including Cherry Syrup (2019), Taipei (2021), Kyoto by Night (2021), and Pure Chemical No Natural (2022), with recent releases such as Lust and Let the whispers of Mojito calm your soul arriving in 2025. The house positions itself as a niche player in the fragrance market, producing fragrances in collaboration with perfumers and drawing from diverse sources including travel, music, poetry, and personal recollection.
The Creator
Calice BeckerBecker's olfactive signature is marked by exceptional versatility combined with a distinctive feminine sensibility. She moves effortlessly between the sun-drenched radiance of Dior J'Adore and the contemplative tea notes of By Kilian Imperial Tea.








































