House of Thêom

House of Thêom is a German fragrance brand based in Munich and operated by New Flag GmbH [3]. It offers a collection of unisex Eau de Parfums positioned as accessible luxury, sold both through its own webshops and through German drugstore chains [6]. The brand is a recent arrival: fragrance databases date its earliest editions to 2025, with further releases appearing in 2026 [5].

The name is meant to carry the brand's idea of itself. According to the company, "Thêom" blends Theos, meaning the divine, and Om, described as the primordial sound of creation, standing for what it calls a harmony between luxury, individuality and the emotional power of fragrance [2]. Its scents are pitched as understated rather than showy — "luxury that doesn't need to be loud" — and the company states that all of them are made to be worn by anyone regardless of gender [1].

House of Thêom is a house brand of New Flag GmbH, a Munich-based beauty company that has operated since 2010 and was founded by Niklas Epstein and Daniel Haffa [4]. The brand's own legal disclosure names it as "House of Thêom by New Flag GmbH" and lists Sophie Trelles-Tvede, Niklas Epstein, Daniel Haffa and Felix Haffa as the operating company's managing directors [3]. New Flag's portfolio also includes the hair-tie brand Invisibobble and the personal-care lines Foamie, deserved and Natucain. No individual founders are disclosed for the House of Thêom brand itself.

The brand frames fragrance as personal expression, describing its range as modern Eau de Parfums "created for those who want to feel rather than follow" [4]. It uses the tagline "Inspired by Icons — Made for You" and leans on a recurring hexagon motif, which the company presents as a symbol of balance and interconnectedness. Commercially, House of Thêom sits in the affordable end of the market: its Eau de Parfums are described as high in fragrance concentration yet inexpensive, sold at an accessible price point through German drugstores [6].

The line centres on unisex Eau de Parfums spanning fresh, floral, fruity, sweet, opulent, spicy and woody profiles, among them Midnight Cherry, Royal Affair, Heaven's Reserve and Timeless Tonka. The range extends to shimmering body oils, candles and gift sets. Two fragrances are collaborations with German social-media influencers — Secret Maze by Sinan Movez [7] and Sweet Aura by Aleyna Movez [8] — placing the brand within the wave of influencer-led drugstore fragrances in German-speaking markets. Distribution runs through its own German and English Shopify webshops alongside the drugstore chains dm, Müller and Rossmann [9].

Coverage of the brand is so far limited to fragrance communities and retail listings. The enthusiast database Parfumo catalogues 13 House of Thêom perfumes with an average member rating of 7.3 out of 10 [5]. No industry awards or established press coverage are documented.

House of Thêom is active. It continued to release new fragrances into 2026, including the Royal Affair Eau de Parfum, and carries a 2026 copyright on its website while remaining stocked across major German drugstores [9].