Fragrance house

BUGG

BUGG is a perfume sub-brand presented within House of RIYA’s portfolio and associated with Purpos Planet. The parent business rebranded as Purpos Planet in 2020, with the change oriented toward innovation, quality, and a digitally focused future. BUGG launched in 2024 with a three-part Eau de Parfum concept: System, Syntax, and Sense. Its creative identity is built around the idea of an internal glitch, unconventional thinking, digital pioneers, and boundary-pushing experimentation. A launch case study shaped its visual world for technology enthusiasts, gamers, and coders, drawing on synthwave, cyberpunk, and The Matrix. Its fragrance offering is structured as a three-scent concept rather than a documented single signature fragrance or family.