The Story
Why it exists.
The beginning
Deep Lullaby was born from the atmosphere of Da Lat City, a mountain town in Vietnam's central highlands where the air turns crisp and the light softens as afternoon gives way to evening. Toouch's perfumer, Truong Chieu Sy, wanted to capture that specific moment: the transition from day warmth to night cool, the stillness before the town quiets completely. The brief was simple on paper. Harder in execution: make something that felt like standing on a highland terrace as the temperature drops, then stepping inside to warmth that lingers.
The rose-mulberry-tobacco combination is unusual. Wild rose gives a quiet, dusty sweetness rather than the bright romantic rose you'd find in a conventional floral. Mulberry adds a soft, slightly tart undertone that keeps the heart from becoming saccharine. Neither dominates. They hold hands in the middle, waiting for the base to arrive. Then tobacco leaf and charred wood do what they do best, create something smoky, intimate, that stays close to the skin for hours. It's a composition that earns its name: something you fall into, not something that announces itself.
The evolution
The opening is all crisp air and herbs. Minty mojito and lavender hit first, cooled further by pine, like the first breath of highland morning. The aromatic lift is clean, almost medicinal in its clarity. Within twenty minutes, the wild rose and mulberry start to surface, but they don't burst. They ease in, turning the air from sharp to soft. By the second hour, the top notes have mostly departed. What remains is the heart, warm, powdery, intimate. The mulberry gives a slight sweetness, but it's held in check by the Mimosa's slightly waxy, civilized presence. Then the base arrives: charred wood first, then sandalwood, then tobacco. The tobacco doesn't shout. It's a quiet exhale, the kind that hangs in a room after someone's left. The drydown is where this fragrance earns its name. It lingers, not projecting, not filling the room, just present. On fabric the next morning, you'll find the charred wood and tobacco, soft and intimate, like a memory of warmth.
Cultural impact
Deep Lullaby exists in a cultural moment where sleep and relaxation have become luxury commodities. The scent plays into the growing trend of aromatherapy and wellness culture, where fragrance is seen as a tool for mental health and self-care. It echoes the mid-century fascination with calming scents like lavender, while adding modern freshness through the mojito note, a nod to globalized palates and the cocktail culture influence on perfumery. The pine element grounds it in forest bathing traditions, particularly those rooted in Japanese Shinrin-yoku, which has gained Western popularity as a stress-relief practice.
The House
ToouchToouch is a Vietnamese fragrance house that captures the soul of Vietnam through scent. The brand works with Maison de Nguyễn to create perfumes that draw from the country's rich botanical heritage, native essential oils, and centuries-old olfactory traditions. Each fragrance in the collection, from the airy Morning Dew to the contemplative Deep Lullaby, reflects a distinct moment or emotion rooted in Vietnamese landscapes and sensibilities. The house positions itself as a bridge between Vietnamese cultural identity and contemporary perfumery, offering scents that feel both familiar and distinctly localized. With a catalog spanning atmospheric aquatics, warm orientals, and fresh greens, Toouch provides a range of options for wearers seeking fragrances with geographic specificity and cultural authenticity.
The Creator
Truong Chieu SySy favors a structural approach that begins with a single anchor note—often a vegetal green or a mineral accord—then builds layers that echo the anchor’s texture. He frequently incorporates Vietnamese ingredients such as lemongrass, kaffir lime, and rice husk, pairing them wit…
