Fragrance house

MA|LO

MA|LO is a contemporary perfume house from Sweden, founded by Martin Lorentzon and launched in 2022. Its identity is shaped by discovery, creativity, playfulness, and integrity, with fragrances conceived outside conventional norms and traditions. Lorentzon developed the house’s concept and remains its central creative figure. MA|LO presents every fragrance as unisex, connecting scent with self-expression, emotion, memory, and personal identity. The brand’s fragrance work takes the form of a narrative collection: its initial group of six fragrances was followed by Role Play, introduced in August 2023 as the house’s seventh scent. Built around changing roles, self-expression, and personal transformation, Role Play extended MA|LO’s approach to fragrance as a vehicle for exploring identity. The first six fragrances were also reported to have quickly become a bestseller on Sniph, providing an early commercial milestone for the collection.