New Notes is an Italian perfumery house launched in 2022 under the creative direction of HIC Beauty. Its founding belief is as simple as it is radical: perfume does not have to be gender-specific, nor does it need to follow the inherited codes of classic perfumery. Each bottle is an invitation to test the extract directly on the skin, because for New Notes, the final ingredient is you. The brand is organized into two distinct territories. Contemporary Blend offers deliberately eclectic and contrasting blends, where accords that seemingly have no business together meet and create something unexpected. Hologram explores a logic of layering, three-dimensional compositions where notes refract off one another like light passing through a prism. What distinguishes New Notes is also what surrounds it. The bottles are black and semi-transparent, a finish that protects the juice from the effects of light while hinting at what it contains. Text printed directly on the glass, without a label. Phthalate- and paraben-free, vegan, cruelty-free formulations. An aesthetic of the present, driven by an ethics of the present. The brand describes itself as "the scent of now."
