The Avengers of Niche Perfumery? Annindriya Launches in Amsterdam

Postmodern Perfumer | Newsletter #2

A new niche perfume brand called Annindriya debuted just weeks ago in Amsterdam, with five fragrances created by some of the most talented perfumers in the industry.

What sets Annindriya apart is that the perfumers behind each scent are prominently credited with their signatures on the bottles - a bit like in the Frederic Malle collection - a rarity in the corporate perfume world where creators often remain anonymous.

Founded by Tanja Deurloo, a renowned perfume designer herself, Annindriya's mission is to celebrate the artistry of perfumery by collaborating with both established names and emerging talents.

The brand seems to align with the Perfumery Code of Ethics promoted by master perfumer Christophe Laudamiel, one of Annindriya's featured noses, which calls for more transparency and recognition for perfumers.

The five debut Annindriya fragrances showcase the diverse skills of their creators:

Vetiver Rain by Christophe Laudamiel - Known for avant-garde creations, Laudamiel interprets vetiver as a tropical downpour, blending Haitian, Filipino and Bourbon (Madagascar) vetivers with crisp citrus and aromatic sage. The juice in the fragrance is actually the same as in Vetyver Rain by his The Zoo NYC brand. In an Instagram post he disclosed that he paused The Zoo to free some time for other important matters and decided to let Annindriya host his fragrance.
Orris Soyeux by Francesca Bianchi - A rising star in niche perfumery, the Italian perfumer crafts a decadent fusion of orris, magnolia, leather and vanilla.
Seekwood by Spyros Drosopoulos - The self-taught Greek perfumer, acclaimed for his Baruti line, captures the scent of sun-warmed wood with sandalwood, saffron and osmanthus.
Tipsy Tuberose by Meabh McCurtin - One of IFF's young talents, the Irish perfumer spikes creamy tuberose with pink pepper and whiskey in a sensual, self-confidence boosting blend.
Walk With Me by Chester Gibs - In his perfumery debut, the olfactory artist surprises with a zesty gourmand mix of kaffir lime, ginger, coconut and vanilla.

The Annindriya launch event in Amsterdam also featured multi-sensory art installations by the perfumers and collaborators, allowing guests to experience the fragrances in innovative ways. With its commitment to creative freedom and recognition for perfumers, this exciting new brand may just be the "Avengers" that niche perfumery needs. As Laudamiel himself says, it's time for a revolution in the industry.