A memory of Asia in perfumes

Behind d'Annam is Nick Hoang, the founder of the house. His approach stemmed from a simple desire: to rediscover, through perfume, the scents and emotions of his native Vietnam. As a child, he grew up surrounded by the aromas of rice paddies, lotuses, gardens, and citrus fruits, which became the first fragments of this olfactory memory.

This idea becomes the guiding principle of d'Annam: to tell the story of Asia through sensations rather than clichés. Each fragrance begins with a story, a place, a tradition, or a memory, and interprets it with a contemporary olfactory style.

For each collection, d'Annam collaborates with local perfumers, artists, and partners to maintain an authentic connection with the cultures it evokes. The house champions a perfumery that prioritizes precision, delicacy, and emotion, rather than demonstrative compositions. Its creations seek to suggest rather than impose their presence.

This philosophy gives rise to perfumes that are astonishing in their inspirations: White Rice, Vietnamese Coffee, Mango Sticky Rice, Arashiyama, and Chinese Calligraphy. Sometimes very simple subjects are thus transformed into true olfactory stories.

At d'Annam, perfume ultimately becomes an invitation to slow down, feel, and travel through memories.