Heritage
A house, in its own words
Tulpa Club emerged in the early 2020s, reportedly founded in 2022 by Ajay Sameer, a former graphic designer who turned his attention to fragrance after years of collecting niche scents. The brand’s first public showing took place at the London Niche Show in 2023, where a small batch of experimental compositions caught the eye of a handful of boutique retailers. In 2024 the house announced its inaugural “Season 1” line, a trio of scents that explored urban nocturnes and quiet interiors. The following year, Tulpa Club expanded its storytelling ambition with Season 2, a Wild West saga that introduced six new fragrances, each named after a moment in a fictional frontier narrative. The collection debuted at the same London Niche Show venue, reinforcing the brand’s connection to the UK niche community. Throughout its short history, Tulpa Club has maintained a lean operation, producing all formulas in a modest laboratory in East London. The brand’s growth has been organic, driven by word‑of‑mouth among fragrance enthusiasts rather than large‑scale advertising. By 2025 the label had secured distribution through a curated network of independent boutiques across Europe and North America, while still handling most of its logistics in‑house. Each milestone reflects a deliberate pace, allowing the founder‑perfumer to refine his craft without compromising the narrative focus that defines the house. Tulpa Club treats perfume as a medium for storytelling, a belief that shapes every decision from scent architecture to packaging. Ajay Sameer describes the approach as “perfume as a series of dates,” where each fragrance represents a chapter in an imagined relationship or adventure. The brand avoids generic claims of luxury, instead emphasizing the capacity of scent to capture specific atmospheres—whether the heat of a high‑noon desert or the quiet of a midnight ride. Tulpa Club values transparency; ingredient lists are published alongside each launch, and the house openly discusses the limitations of synthetic versus natural components. The label also encourages listeners to experience its scents in a prescribed order, arguing that the narrative impact deepens when the olfactory journey follows a curated sequence. Community feedback informs future releases, but the creative direction remains firmly in the hands of the founder‑perfumer, who insists that each new season must feel like a fresh chapter rather than a repeat of past formulas. This philosophy positions the house as a niche storyteller rather than a conventional fragrance retailer.