Fragrance house

Hawthorne

Founded in New York City in 2016 by Brian Jeong and Phillip Wong, Hawthorne began with personal, accessible colognes. Its original model used a questionnaire covering lifestyle and biometric factors to recommend two tailored scents: one for Work and one for Play. The semi-custom pair became the brand’s defining early fragrance format. Hawthorne subsequently extended its personalized approach to deodorant, soap, body wash, shampoo, and conditioner. Its public identity has since broadened beyond the original Work/Play model: the brand now presents fragrance alongside hair, body, face, and home categories through its Surround Scent platform.