Fragrance house

Frau Tonis Parfum

Founded in Berlin in 2009 by Stefanie Hanssen and Christoph Niedermeier, Frau Tonis Parfum grew from the founders’ backgrounds in photography, editing, visual arts, strategy, and communications, as well as Hanssen’s unsuccessful search for a particular scent and dissatisfaction with conventional perfume retail. The name honors Hanssen’s grandmother Toni-Luise, a style-conscious perfume wearer and important personal influence. The Berlin perfumery’s identity centers on unisex fragrance, minimalist presentation, rejection of gendered perfume codes, and fragrance as inspiration rather than seduction; it draws on the city’s earlier twentieth-century fragrance tradition and reinterprets that heritage for the present. In 2013, Volkswagen commissioned Hanssen to create Mémoire de Pétrole for the launch of the e-Golf, a scent designed to evoke gasoline briefly before the impression faded. No. 37 Violet is associated with Berlin’s 1920s perfume history and Marlene Dietrich and is still produced in unchanged form, while Rose de France was Toni-Luise’s favorite perfume and remains in the offering as a tribute to her.