The Story
Why it exists.
The beginning
The name says everything. Flawsome is a concept SIU built its Sensation collection around, the idea that what makes you imperfect is also what makes you remarkable. Three perfumers, Maud Chabanis, Xavier Blaizot, and Batiste Humeau, translated that idea into a fragrance brief centered on mineral transparency and intimate warmth, with ambroxan as the structural backbone. It launched in 2023 as part of a ten-fragrance collection, each named around an abstract emotional concept rather than a scent category. Flawsome is the house's answer to a simple question: what if the most interesting fragrance wasn't the loudest one?
Ambroxan is the quiet workhorse of modern perfumery, the synthetic ambergris accord that gives a scent its mineral, slightly salty depth without the animalic weight of the real thing. Here, it's not buried in the base. It's the frame the entire composition builds around. The herbal freshness from pink pepper and the powdery softness of violet create an opening that feels like morning light on stone, crisp, clear, and entirely purposeful. White musk and frankincense in the base keep the drydown intimate and close, never reaching outward. It's a structure built for restraint, which makes every choice in the pyramid feel deliberate rather than decorative.
The evolution
The opening announces itself with a tart sparkle, bergamot and blackcurrant hitting bright before pink pepper arrives to add a subtle bite. The cedar comes in quickly, softening the citrus into something warmer, more personal. For the first hour, ambroxan runs the show. Mineral, salt-kissed, and clean. It doesn't smell like ambergris, it smells like the memory of the ocean on warm stone. Violet threads through the cedar, adding a powdery softness that keeps the heart from reading sharp. The base settles quietly. White musk wraps around the frankincense, creating a clean veil that never quite leaves the skin. On fabric, it can last until the next morning as a faint mineral warmth. The real story here is the intimacy. Flawsome is designed to stay close, not a fragrance that fills a room, but one that rewards someone leaning in.
Cultural impact
Flawsome sits in the lineage of ambroxan-driven skin scents that gained momentum with Glossier You and Juliette Has a Gun's Not A Perfume, fragrances that redefined what clean could mean. What sets Flawsome apart is the mineral depth beneath the ambroxan and a herbal-spicy opening that gives it more texture than its peers. It's an elevated take on the skin-scent concept, though it remains early in building its place in the niche fragrance conversation.
The House
SIUSIU is a niche perfumery brand founded in Amsterdam in 2022, operating on a principle of deliberate restraint. Rather than flooding the market with seasonal releases, the house has released a focused collection of ten fragrances since its debut, each named around abstract emotional concepts. The brand positions itself as selective, emphasizing discovery over volume. Production is handled in France, a detail the house makes central to its identity with the tagline 'Born in Amsterdam. Made in France.' Fragrance names like Gigil (a Filipino term for the overwhelming feeling of joy over something adorable), Hygge (the Danish concept of cozy contentment), and Kefi (a Greek word for spirited joy and exuberance) signal a brand built around emotional resonance rather than conventional gender or seasonal categories. The house operates primarily through its own direct-to-consumer platform, siu.store, and maintains an active presence on Instagram with around 18,000 followers.
The Creator
Maud Chabanis & Xavier Blaizot & Batiste HumeauMaud’s signature technique rests on contrast. She often pairs a bright, juicy fruit accord with a smoky, resinous heart, letting the two extremes dance before settling into a warm, earthy base.
