Fragrance house

Danny Seo

Danny Seo’s public identity combines style with sustainability and focuses on modern eco-friendly living. By age 18, Earth 2000 had become a teenage activist charity conducting environmental campaigns worldwide. In January 2013, Tru Fragrance announced a partnership with Danny Seo to develop and market a beauty line with new fragrance and skin-care concepts, with perfumery involving Firmenich. Reserve Global was reported in August 2013 as the debut fragrance for the new Reserve brand and was released that year. Presented as an eco-oriented fragrance using globally sourced materials, including Haitian vetiver, it reflected the line’s sustainability-led creative direction. The Danny Seo Reserve portfolio also includes fine fragrances and bath products. The Danny Seo Reserve trademark covering personal fragrances and perfume was filed in 2013 and registered to Danny Seo Media Ventures, Inc.