Fragrance house

One of Those

One of Those is an Italian fragrance brand associated with Fluid Ounce and founded by Alberto Borri; it was previously known as nu_be. Fluid Ounce was created in Parma, Italy, by Borri, the grandson of the founder of Morris Profumi. The brand’s creative identity translates chemical elements associated with the origins of the cosmos into fragrances, presented in a hermetic polystyrene shell that must be broken to reach the bottle. The initial nu_be collection drew on primary elements related to life’s origins and comprised five fragrances in 2014, when Sulphur and Mercury were added in compositions by Antoine Lie. By 2016, the collection had expanded to Curium, credited to perfumer Evelyne Boulanger. Between 2012 and 2016, the brand released eight fragrances, including Hydrogen, Helium, Lithium, Carbon, Oxygen, Sulphur, Mercury, and Curium. The strongest fragrance story is the periodic-table-based collection itself, rather than one individually documented bestseller, hit, breakthrough, or signature scent.