Fragrance house

WienerBlut

WienerBlut was launched in 2009 by Alexander Lauber, who is identified as its creative director; its first fragrance was introduced at Colette in Paris. Based in Vienna, the brand draws on fin-de-siècle and Imperial Vienna, including the cultural mixture of the Austro-Hungarian capital and the expression “Wiener Blut,” which dates to 1873. Lauber developed WienerBlut through research into historical perfume formulas, adapting them for a contemporary context rather than reproducing them exactly. Freudian Wood is one example of this approach, translating Sigmund Freud’s interpretation of wood into a milky, woody fragrance. In 2025, the Austrian company register recorded Alexander Lauber and Turnfisch GmbH as shareholders of WienerBlut Lauber GmbH.