HOOHAA is a new UK niche perfume subscription service

HOOHAA is a new monthly subscription service, which specialises in niche and artisanal lines. Instead making people fill out questionnaires, or reading a bunch of marketing talk, subscribers can choose between three different 'edits', which are:

Easy Does It - a range of easily wearable yet interesting fragrances.
Buckle Up - Perfumes for those who don't shy away from the risk of gluing their own noses (or the noses of others)
Take me to Mars - A selection for the truly adventurous and advanced fragrance fans.

Lorenzo Vasini, Founder and CEO, says, “Beauty has undergone extreme change and innovation over the past 5-10 years, and last year’s events have only accelerated what was already happening. From Birchbox to Glossier and the creation of infinite amounts of Direct to Consumer brands. But fragrance as a sub-category has virtually stood still. It’s not that the products have stood still. Absolutely not; there are literally thousands of independent producers creating incredible products. But the way fragrance is curated, positioned, described, marketed and sold, in our opinion, has to evolve. Because today’s consumers have evolved. The new consumers of fragrance and beauty increasingly don’t recognise the standard men/women categorisation. And most of them certainly don’t understand what a note pyramid is! Combine that with the lack of face-to face retail, and you have a recipe for massive, rapid, online disruption. Which is where we come in.”

Ryan Hall, Founder and Chief Creative Officer, adds, “We aim to help our customers cut through the noise in fragrance. From curating the newest, most purpose-driven, high-quality brands with people that care behind them. To simplify perfume descriptions and busting some of the myths the industry has dined out on for many decades. And all wrapped up in a small but perfectly formed, aesthetically pleasing monthly vial of pleasure - delivered to you for a long-term test, without an army of snooty sales assistants forcing the latest release on you! We want to make an inaccessible market accessible to everyone that cares enough to try us out.”

Each month costs £14.95, and you will recieve a 10ml unisex scent every month. Brand's that HOOHAA have worked with in the past include Gallivant, 4160 Tuesdays, Histoires de Parfums, The Zoo and more.

Coming up in November will be:

Easy Does It - Terram by D Sol
Buckle Up - Mabel’s Tooth by Freddie Albrighton
Take Me To Mars - Veni By Histoires de Parfums

The service is UK only at the moment, but the company hope to offer an international service soon. More information can be found at hoohaa.co.uk
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Grant is the founder and owner of Basenotes and lives by the sea.

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