Fragrance house

Side Story

Side Story was founded by Muj Rana, whose early memories of sandalwood and interest in sensory experience informed the house’s creation. Rana’s earlier work in hospitality shaped the brand as a creative extension of that experience, linking fragrance with atmosphere, memory and narrative. Its creative identity is built around short stories and deliberate scents developed from life stories and fleeting moments, with Rana conceptualising the narratives and working with perfumers to keep them clear and consistent. The initial six-fragrance collection launched in October 2023, with titles including Hotel Lobby, Pillow Talk, Road Trip, Third Date, Sunday Service and 4PM Matinée, framing each perfume as a scene or memory rather than a conventional fragrance-family label. Hotel Lobby is identified as the house’s signature scent; its concept draws on the anticipation and sensory impressions of entering a hotel, as well as Rana’s sandalwood memories.