Fragrance house

Mischief

Mischief is a fragrance brand inspired by fairy tales, playful moments, and childhood memories, aiming to evoke joy and wonder. It publicly launched by February 11, 2025, with Volume I: The Fairy Tales; at launch, it was presented as a sister brand to d’Annam, the fragrance house founded by Nick Hoang. The seven-fragrance collection links perfumes to familiar literary worlds including Winnie-the-Pooh, The Little Mermaid, The Mad Hatter, Snow White, Hansel & Gretel, Pinocchio, and The Jungle Book. Each scent is framed as a journey into its story, from the gingerbread-house setting of Hansel & Gretel to The Jungle Book’s forest-and-fig interpretation. The collection’s perfumes were credited to Anh Ngo, Luis Hou, and George Tedder, while its public creative identity is strongly tied to commissioned storybook illustrations by Joan Leal, Aaron Rem, and Monhi. In August 2025, Mischief acknowledged that some early artwork had unknowingly included AI-generated elements and committed to human-made artwork going forward, emphasizing illustrator collaboration and compensation.