Heritage
A house, in its own words
Sniph was founded in 2015 in Stockholm by Tara Derakshan and Lisa Kjellqvist, two fragrance enthusiasts who wanted to solve a simple problem: finding the right perfume usually meant buying an expensive full-size bottle and hoping for the best. The subscription service they built ships a handpicked fragrance each month, packaged in a sleek, refillable atomizer designed to fit in a carry-on or handbag. The company's growth has been tied to retail partnerships as much as its online base. Sniph debuted at Harvey Nichols in Knightsbridge, central London, a store Lisa Kjellqvist described as a major tourist destination suited to Sniph's discovery-first model. The London listing marked one of the first times the Swedish service had a physical retail presence abroad. In parallel with running the subscription, the founders launched an in-house brand called NEH. The name is drawn from the final letters of co-founder Tara Derakshan's first name, Taraneh. NEH expanded Sniph's reach from curator to creator, beginning with three debut fragrances developed under Derakshan's direction. Sniph's 2025 catalogue includes numbered editions like 002 Ada and 003 Sia alongside playful, food-inspired names such as Go Nuts!, Piece of Cake, Strawberry, and Mango, and atmospheric releases including Satin Clouds, Blue Skies, Office, and Midnight Amber. This blend of numbered and whimsically titled scents suggests a house comfortable working in both editorial and everyday registers. Sniph was built on a belief that scent shapes how people feel day to day, a conviction Tara Derakshan traces back to childhood fascination with perfume. Rather than treat fragrance as an occasional luxury purchase, the founders framed it as a rotating wardrobe, something to be sampled, layered, and swapped with the seasons. The subscription model reflects that thinking. By delivering one curated fragrance a month in a small atomizer, Sniph turns scent selection into a habit rather than a gamble. Subscribers are encouraged to treat each delivery as a try-on, testing a fragrance against their skin and mood before deciding whether to invest in a full bottle. The approach lowers the financial risk of exploring outside a comfort zone, making niche perfumery more accessible to curious beginners. Community plays a central role in shaping the lineup. The brand regularly asks its audience which fragrances they are dreaming about, using that input to guide future curation. This feedback loop, where subscribers help steer the discovery catalogue, is one of the company's distinguishing traits. Sniph's in-house label, NEH, extends the same philosophy from curation into creation, giving the team room to design scents for moods and moments the community has called for.