PERFUME.SUCKS

PERFUME.SUCKS is a Swiss niche fragrance brand created in Zurich by perfumer Andreas Wilhelm. Launched in 2017, the project was conceived as a reaction against exaggerated storytelling, luxurious packaging, and the secrecy that often surrounds fragrance formulas.

Its central principle is transparency. Rather than building an elaborate marketing story around each scent, PERFUME.SUCKS openly presents its materials and formula structure, even placing ingredient information directly on the bottle. The recipes are treated almost as open creative material rather than hidden formulas.

Before launching his own brand, Andreas Wilhelm spent more than two decades creating fragrances for international companies. With PERFUME.SUCKS, he adopted a freer and more experimental approach, working with natural and synthetic materials without placing one above the other. What matters is how the ingredients interact and the effect they create on skin.

The house moves freely through woody, musky, resinous, citrus, spicy, and more abstract olfactory territories. Many of its compositions are unisex and deliberately avoid imposing a fixed narrative, allowing the wearer to develop a personal interpretation.

This attitude gives PERFUME.SUCKS its provocative yet straightforward identity. The focus remains on the scent itself, the raw materials, and the individual response they create rather than on conventional ideas of luxury or perfume storytelling.