Fragrance house

Belnu

Belnu is a U.S. fragrance brand founded in late 2024 by Darcy Moore and her husband, Diogo Soares. The California-based, self-funded brand developed from Moore’s concerns about undisclosed fragrance ingredients following her cancer diagnosis and preventive mastectomy, leading her to pursue cleaner, more transparent fine fragrance. Its public identity centers on mood, emotional connection, personal empowerment, and full ingredient disclosure. Belnu combines natural ingredients and essential oils with safe synthetics, upcycled materials, and green chemistry, while not formulating exclusively with natural ingredients. Moore is the founder and creative director, leading product development, content, and storytelling; Soares contributes graphic design, packaging, and imagery. Belnu launched with Rose Steady and Bergamot Brio in late 2024, created with Robertet, and later added Chai Fleur and Incense Antique, created with DSM-Firmenich perfumers Frank Voelkl and Ilias Ermenidis.