Fragrance house

Siu

Siu is a European niche-perfumery brand founded in Amsterdam in 2022. Its origins are in Amsterdam, while its fragrances are made in France. The brand rejects social clichés, recognizes individual beauty, and emphasizes natural individuality. The oyster serves as its central symbol: its asymmetry represents beauty in imperfection, while its ability to change sex expresses the gender-neutral positioning of its products. SIU’s initial fragrance releases appeared in 2023, followed by Sisu in 2024. Its body-fragrance collection comprises 10 gender-neutral compositions, with names drawn from different languages to express difficult-to-translate feelings. The fragrances were created in collaboration with perfumers Xavier Blaizot, Maud Chabanis, and Batiste Humeau.