Fragrance house

Bjørn Parfume

Bjørn Parfume was founded by Danish couple Dorthe and Martin van Wylich Neuert and publicly launched in September 2023 with Rose Riot and Holy Smoke. The project grew from Martin’s long-running perfume experimentation and became a family undertaking with Dorthe’s involvement; early made-to-order perfume work is dated to 2011. Martin’s background in photography and punk, alongside Dorthe’s work as a journalist, informs a fragrance identity shaped by creative storytelling. The brand frames scent as a way to reconnect people with emotions and memories, and to draw attention to the neglected sense of smell in visually focused urban life. Its bear logo came from a drawing by the founders’ son Theo at age five, representing curiosity, exploration, and the courage to pursue one’s desires. The debut collection sets an early contrast: Rose Riot challenges conventional floral expression with an unconventional spiced rose profile, while Holy Smoke uses smoky, woody, wilderness-oriented imagery to evoke an urban escape.