Heritage
A house, in its own words
House of Sillage, the parent house behind The Trend collection, was established in Newport Beach, California, by founder Nicole Mather. Sources place the founding year between 2010 and 2011, with Mather describing herself as a lover of excellence in perfumery who sought to create fragrances that marry craftsmanship with creativity. Early in its growth, the brand expanded rapidly through international retail presence, reaching distribution in 33 countries by its sixth year of operation. The company maintains an unfunded, privately operated structure without external investment, which Mather has described as allowing creative independence in the brand's direction. House of Sillage developed a reputation for ornate bottle presentations and themed collections, with The Trend representing one of its most playful and accessible line extensions. The Trend collection reflects a philosophy of fragrance as self-expression through playful thematic naming and storytelling. Rather than traditional aromatic descriptors, each scent in the line carries a concept or mood, with descriptions emphasizing the wearer rather than the composition. No. 7 Destiny, for instance, targets the daring diva who is enchanting and passionate about purpose. No. 6 Bow Deep speaks to the self-reliant with a flair for the fabulous. This approach positions The Trend as fragrance for personality-forward consumers who see scent as an extension of identity rather than simply a sensory experience. The collection's shorter product cycles, with editions appearing between 2016 and 2019, suggest an responsiveness to cultural moments and trends rather than timeless permanence.