Fragrance house

V/siteur

V/siteur was founded by Janne Rainer Vuorenmaa, a Swedish/Finnish fragrance entrepreneur associated with Stockholm. After developing the idea for nearly a decade, Vuorenmaa registered a company in 2017, and the project was presented publicly in 2018 as a new brand preparing for Pitti Fragranze. Its creative premise is to use scent to revisit specific places and moments, including both pleasurable and darker aspects of lived experience, through the recurring idea that people are temporary visitors in their own reality. The first three fragrances, created with Cécile Zarokian, Patrice Revillard, and Marie Schnirer, were released in 2020 after delays; the launch shifted toward Sweden, where Stockholm boutique Insanto became the first retailer. Cabaret Nocturne recalls a Lisbon bar that had previously been a brothel, while Thousand Lakes evokes running through birch-covered Finnish surroundings, a cold lake, and a steaming sauna. The current official website identifies Vuorenmaa as founder and Visiteur AB as the brand’s legal entity.