Written by Menswear Style in Interviews on the 17th February 2023

HOOHAA, is a new platform helping consumers seek out and enjoy niche fragrances; that may ordinarily be left undiscovered. The mainstream fragrance market is noisy and crowded but there is a huge amount of independent fragrance producers, who have previously found it near impossible to cut through with consumers. With beauty halls feeling like a distant memory and virtual beauty discovery at its peak in consumer interest, now is the time to champion, support and experiment with responsible, sustainable and unique fragrances, with monthly delivery service, HOOHAA.

In a recent episode of the MenswearStyle Podcast we interviewed Lorenzo Vasini, Founder of HOOHAA about his new fragrance subscription and discovery service company which eliminates the traditional department store fragrance hall. Peter Brooker and Lorenzo talked about transparency, helping small fragrance houses, out of touch advertising, why niche brands are growing, the fragrance wheel, the fragrance wardrobe, and how the subscription model works.

“With our fragrance subscription service you can discover new fragrances from the comfort of your home, meaning you never have to visit another fragrance hall again. We package our product in a way that is more accessible and fun. We love discovering new fragrances ourselves, so we're perfect customers for our brand. There are a lot of fragrances being made each year, and some of them just aren't great. We make sure to feature ones that we think are going to tick the boxes that our customers want. We decide which ones we're going to use and it's such a fantastic job.”

This is a shortened transcribed edit of episode 176 of the MenswearStyle Podcast with Lorenzo Vasini, Founder of hoohaa.co.uk. You can listen to the full version on Apple Podcasts, Spotify, or your favourite podcast player.

We discuss Niche Fragrance, Curated Scents, and Luxury Perfume with Lorenzo Vasini, founder of subscription service HOOHAA.