Fragrance house

Ex Idolo

Ex Idolo is a London-based fragrance house founded by Matthew and Tanya Zhuk and established in 2013. Its debut, Thirty Three, was released that year and built around vintage oud distilled in 1980 and aged for 33 years, alongside wild-harvested Chinese oud and natural Chinese rose. Matthew Zhuk shaped the house’s creative direction and perfumery, describing Thirty Three as his personal interpretation of the oud style that first attracted him. Thirty Three became Ex Idolo’s defining early fragrance, while Ryder followed as a second major release in 2015, drawing on the history of members’ clubs in St James and Mayfair through a modern unisex presentation. In October 2018, the house released Love & Crime and Lucid Dream after three years of development and rebranded its fragrances with new bottle formats. Ex Idolo’s work centers on individually developed olfactory stories, rare natural materials, hand packaging, small-batch quality control, and a deliberate quality-over-quantity production philosophy.