Fragrance house

THOO

THOO, originally The House of Oud, was founded in 2016 through the meeting of Italian perfumer Andrea Casotti and Jakarta-based oud producer Mohammed Abu Nashi. It began as a small gift project, with an initial 200-piece batch made for friends after Casotti’s fifteen years of industry experience. The brand combines Italian fragrance craft, Middle Eastern oud culture, and contemporary storytelling, connecting fragrance with art, music, painting, patisserie, nature, and other forms of life. Andrea Casotti is a central creative figure, with later collaboration involving perfumers Maurizio Cerizza and Cristian Calabro. In 2018, the same family and brand adopted the name THOO, an acronym of The House of Oud, alongside a move from an earlier East-oriented identity toward Western-facing cross-fertilisation and new creative influences. THOO is included in HIC Beauty’s official brand portfolio. Its current discovery set identifies ten fragrances as best-selling and iconic creations, including Dates Delight, Golden Powder, and Keep Glazed. Keep Glazed is a 2019 gourmand fragrance developed from a pastry collaboration and the brand’s cross-fertilisation concept.