PERFUME.SUCKS

PERFUME.SUCKS is the independent fragrance project of Swiss perfumer Andreas Wilhelm. Before developing his own collection, Wilhelm spent more than twenty years creating fragrances for brands around the world and became increasingly critical of an industry in which enormous advertising campaigns, glossy bottles and invented stories could sometimes overshadow the actual formula. PERFUME.SUCKS emerged as a deliberate reaction against that system.

Its central principle is radical transparency. Wilhelm states that his recipes are open and can be shared, explored or even “hacked,” while raw materials should not be hidden behind mystery marketing. Natural and synthetic materials are treated without an artificial hierarchy, and elaborate fictional mythology is intentionally rejected. Behind the provocative name lies a serious philosophy: return attention to what fragrance actually contains and allow the wearer to create the story instead.