New Notes

New Notes is an Italian niche fragrance brand launched in 2022, with its earliest releases appearing that year according to Fragrantica. The brand is owned by HIC Beauty, which is listed as its parent company on major fragrance databases. New Notes positions itself as a line composed entirely of extrait de parfum concentrations, emphasizing high oil loads and long-wearing formulas.

On its official site, New Notes describes itself as a "new generation of extrait de parfum" that aims to move beyond traditional perfumery codes and fixed gender categories, focusing instead on contemporary compositions. The brand highlights the combination of high quality natural raw materials with advanced synthetic molecules to create blends that it characterizes as intense, persistent, and with significant sillage. Its marketing repeatedly refers to eco-sustainable and gender-fluid formulations, underlining an interest in both environmental considerations and inclusive positioning.

Fragrances in the collection often feature bold contrasts and unconventional note pairings. The brand literature speaks of "melanges with a subversive touch" and of reworking and refracting familiar notes into more complex, layered accords. External retailers such as Scent Split and So Avant Garde echo this characterization, describing New Notes as contemporary, boundary-pushing extrait de parfum that seeks new olfactory directions rather than traditional pyramids. While information about specific perfumers or a named founder is not prominently disclosed, the line has grown rapidly since 2022, with multiple launches each year and distribution through niche-focused online retailers in Europe and North America.