Fragrance house

Peosym

Founded in 2022 by Purvi Joshi as a personal project, PEOSYM is built around warmth, belonging, memories, and emotional connection. Its name stands for “Personal Expression Of Stories, Yearnings & Memories,” reflecting a view of perfumery as an intellectual and philosophical exploration of why stories matter. The brand’s creative identity draws on Joshi’s Indian heritage and childhood memories while presenting that heritage as modern, global art rather than cultural trope. Joshi, whose background includes apparel design and product photography, is PEOSYM’s founder and central creative figure. The debut fragrance, Lost Wonderer, was created in 2022 as a tribute to memories of her mother, tying the brand’s origin to grief and personal experience. Early fragrances that followed included Nirmohee and Horn OK Please, the latter developed with Firmenich and inspired by India’s crowded public life. In 2025, PEOSYM launched Mithai with writer Yogi, drawing on kaju barfi, gratitude, shared connections, and cultural heritage.