Atelier Bloem

Atelier Bloem is a niche fragrance line created by Matthew Malin and Andrew Goetz, the duo behind the New York based skincare and fragrance company Malin+Goetz. The collection takes its name from the Dutch word for flower, "bloem", and is directly inspired by Amsterdam’s famous Bloemenmarkt and the founders’ long standing affection for flowers and gardening. Multiple industry reports describe it as a new, separate brand launched by the Malin+Goetz founders in 2017, positioned as a more focused, floral driven range distributed through select niche retailers.[3][6][9]

The debut lineup in 2017 comprised six eau de parfums - 1614, Black Tulip, Half Moon, Iris, Nieuw Amsterdam and William - followed soon after by Extraordinary Tulip, bringing the core catalog to seven fragrances.[3][4][9] Compositions were developed with perfumer Irina Burlakova, who worked across the range to translate Amsterdam themed concepts into distinct florals with modern touches.[3][9] The scents highlight specific flowers or botanical ideas, often pairing them with airy woods, musks or gentle spices rather than heavy resins.

Atelier Bloem’s profile centers strongly on floral themes, but the executions are generally light to moderately intense, more about nuanced petal textures and soft greenery than powerhouse projection. The brand has been stocked at high end niche counters such as Barneys and Liberty rather than in mass retail, reflecting its positioning as a boutique offshoot of Malin+Goetz with a tighter, story led collection.[1][3] For enthusiasts, it offers an accessible way into modern florals that reference Dutch and New York history while remaining easy to wear in everyday settings.