Heritage
A house, in its own words
Yanina Yakusheva built her perfumery brand after completing medical training and practice in Krasnodar, a city in southern Russia. This background in healthcare provided her with a scientific understanding of chemistry and human physiology that she later applied to the art of fragrance creation. The transition from medicine to perfumery represents an unusual career trajectory within the fragrance industry, where most artisans come from cosmetic or chemical backgrounds rather than clinical practice. The brand established itself through a series of releases beginning in 2017, with multiple fragrances appearing simultaneously that year, including The First, Escape, Casablanca, The Dialog I, The Dialog II, and William. This prolific output suggested a fully developed creative vision from the earliest days of the brand rather than a gradual emergence. The subsequent years brought expansion with Gideon, Ilyich Lenin, Ravenna, and Aron arriving in 2018 and 2019. International recognition came at Pitti Fragranze 2021, where the brand presented for the first time in Italy, marking its entry into the European luxury fragrance market. The brand's current headquarters in Sofia, Bulgaria, places it within the European Union, facilitating distribution across the continent while maintaining its Russian creative origins.
The brand philosophy centers on the idea that perfume can express the individuality of each person. Rather than following seasonal trends or mass-market preferences, Yanina Yakusheva designs fragrances as personal signatures, meant to reveal rather than conceal the wearer's character. The brand's published philosophy addresses contemporary life directly, describing an era characterized by loneliness and imaginary communication, where fantasies take physical form in everyday spaces. This framing suggests an understanding of fragrance as more than pleasant aroma, positioning scent as a tangible extension of interior psychological life. The fragrances themselves reinforce this philosophy through their named character portraits, which describe fictional personalities with physical appearances, dress choices, and temperaments. Ravenna, for example, is described as having coconut, honey, milk, frangipani, and vanilla notes, presented as an olfactory character rather than a simple ingredient list. This approach transforms fragrance selection from aesthetic preference into a form of self-identification or even theatrical performance.