The Story
Why it exists.
The beginning
Proad's Since carries a particular kind of restraint, one that reads less like a marketing posture and more like an actual creative choice. The composition avoids the blockbuster sweetness that dominates much of contemporary perfumery, refusing to perform for a room or announce itself across a crowded space. Instead, it settles into something closer to a private ritual, a scent that pairs naturally with reading, writing, or a long quiet afternoon. There's a meditative quality to how it sits on skin, low in drama but rich enough in texture to feel intentional rather than accidental. The brief, as the house understood it, was always about depth without noise, and the result reflects that balance with unusual clarity.
The composition itself rewards patience, asking for close attention rather than immediate impression. On first encounter, Since reveals itself slowly, holding back its fuller character and letting individual notes emerge at their own pace. There's nothing aggressive about the way it projects, no insistence on being noticed, just a steady presence that builds as the hours pass. The formula feels trimmed to essentials, each element earning its place rather than crowding the composition. What lingers is a sense of inevitability, as though the fragrance could not have been assembled any other way.
The evolution
Since has carved out a specific identity within contemporary perfumery, one defined by its refusal to follow louder, sweeter trends. The composition reads as atmospheric and contemplative, the kind of scent that rewards repeat wearing and close attention rather than first-spray impression. Over time, it has gathered a following among those drawn to perfumery as a personal practice, people who care more about how a fragrance interacts with their own skin than how it performs in a crowd. The house has maintained a measured pace, letting the scent speak through its consistency rather than through constant reinvention. There's a confidence in that approach, a willingness to let the fragrance exist on its own terms without leaning on hype or novelty.
Cultural impact
Since occupies a particular niche within indie perfumery, one defined by atmosphere and restraint rather than spectacle. The fragrance has found its audience through word of mouth and quiet appreciation, resonating with wearers who value subtlety over statement. Its influence, while modest in commercial terms, reflects a broader appetite for scents that prioritize mood and intimacy over projection and sweetness. The composition speaks to a growing fatigue with louder, more aggressive fragrance trends, offering instead a quieter alternative grounded in material quality and thoughtful construction.
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
Tada ArchawongArchawong favors a disciplined layering method: she starts with a crystalline top, adds a heart of locally sourced florals, then anchors the piece with a base of rare woods or resins. Bergamot, fig, and muguet appear frequently in her openings, providing a fresh, slightly gree…
