Fragrance house

Hormone

Hormone Paris is a functional fragrance house founded in Paris in 2020. Its approach draws on research into how scent interacts with the brain, bringing neuroscience and psychophysiology into fragrance design. Rather than organizing perfumes by conventional note families, the house groups them by intended emotional effects, including calming, focusing, activating, bonding, and strengthening. Its original concept used hormone and related-compound names before shifting to the “This is Not …” format; the rebrand and packaging update did not change the underlying fragrance compositions. The current This is Not Neuro Compounds collection comprises eight fragrances inspired by neurochemistry and interpreted through scent. In March 2024, Hormone launched This is Not Testosterone at Esxence in Milan as an addition to the collection. At Esxence 2025, it presented a refreshed visual identity with an updated visual language, refined logo, and renewed brand direction. This is Not GABA is labeled a bestseller and positioned as a calming composition designed to quiet sensory intensity. Hormone Paris is currently owned and operated by Smug LLC in Sharjah, United Arab Emirates.