Fragrance house

Iroise

IROISE nouvelle parfumerie is an independent fragrance house founded and owned by perfumer Julie Barretta. Its Geneva business was registered as a sole proprietorship on 9 February 2022, with Barretta as proprietor. The brand presents perfumery as an expressive, sensual and spatial art form, drawing on images of soil, moss, clay, smoke, vapors, geometry, foliage, glass and steel. Its first public fragrance launch came in 2023 with Aigue Monème and Fauve Évertue; Aigue Monème was reviewed in connection with Nez magazine and discussed by Luca Turin in 2024. In November 2025, Barretta created TERRE for Geneva’s Musée Ariana, a limited olfactory work inspired by the museum’s architecture and collections. Her fragrance practice creates sensory narratives and explores correspondences between material, memory and emotion.