Messy Sexy Just Rolled out of Bed
Eau de Parfum
What We Do Is Secret
Statement
What We Do Is Secret
Experimental niche house focused on restrained, small-batch extraits and abstract musks.
About What We Do Is Secret
What We Do Is Secret, also known as WWDIS, is a fragrance project that traces back to New York in 2000, when the studio behind it was developing scents under the S-Perfume name. Parfumo describes those early years as a tiny studio in New York and notes that the later relaunch moved through A Lab On Fire before the brand arrived at its current identity.
The brand is now presented on its own site as a contemporary perfume house making small-batch extraits and Monoscent compositions in France. Its public positioning is minimal and intentionally opaque, but the product direction is clear from releases such as Monoscent E and Monoscent G and from collaborations with perfumers including Olivier Polge and Dominique Ropion.
Compared with mainstream designer fragrance, WWDIS sits on the more experimental end of niche perfumery. It appears to favor restrained, abstract formulas, modern musks, and unusual material combinations over crowd-pleasing sweetness or obvious structure.
At a Glance
The Brand
Founded
2010
Founder
Carlos Kusubayashi
Country
France
Category
Niche
Scent Personality
Worth It?
Scent DNA
Musky
woody
amber
abstract minimalist
- WWDIS leans into minimal, high-concept compositions rather than easy-to-read fragrance pyramids
- The brand is associated with modern musks, polished woods, and compositions that feel intentionally sparse or understated
- It is more about texture and atmosphere than obvious sweetness or flashy diffusion
Typical Performance
Longevity
Long
Projection
Moderate
Positioning
A niche, premium house known for musky compositions.
How It Compares
- → More abstract than Maison Francis Kurkdjian
- → Less conventional than Le Labo
- → More minimalist than Byredo
- → More experimental than Hermès
Who It's For
Best For
- Minimalist fragrance fans
- Niche collectors
- Unisex everyday wear
- People who dislike loud sweet perfumes
Strengths & Weaknesses
Strengths
- Distinctive abstract style
- Strong niche credibility
- Modern musks and polished woods
- Often wearable despite being unconventional
Weaknesses
- Low mainstream accessibility
- Brand identity can feel opaque
- Not ideal for people who want obvious sweetness
- Limited appeal if you prefer classic perfume structure
Brand Evolution
The brand began as an underground New York project and later moved through the A Lab On Fire identity before settling into WWDIS. Its current direction is clearly more polished and tightly edited, with France-based production and a focus on extraits and monoscent formats. The evolution suggests a shift from studio experimentation toward a more coherent niche-luxury presentation.
Quick Verdict
WWDIS is for people who want concept-driven niche perfume rather than safe crowd-pleasers. It has credibility, restraint, and a modern aesthetic, but the line is deliberately not for everyone.
