Fragrance house

House of Dastan

Founded in 2024 by siblings Hamed Arefian and Sonia Arefian, House of Dastan draws on their Persian heritage and more than two decades in New York City high-end fragrance retail through MAXAROMA. Its creative language brings Persian poetic and cultural references together with French or Parisian perfumery techniques and New York modernity; in Persian, “Dastan” means “story.” The house treats fragrance as narrative, presenting perfumes as stories drawing on memory, mythology, love, longing, and transformation. Richard Herpin is identified as the brand’s master perfumer and was the nose behind its early releases. From the outset, more than 500 customers took part in the fragrance-creation process.