New Notes

New Notes is an Italian niche-perfume brand based in the Milan metropolitan area, launched in February 2022 by the perfume company HIC Beauty as a line of extrait de parfum [11]. The brand presents its fragrances as gender-neutral and built to blur the conventional boundaries between masculine and feminine perfumery, pairing natural raw materials with what it calls "hi-tech molecules."

The house belongs to a small Milan group that also owns Moresque, The House of Oud, Blend Oud and Jacques Zolty Parfum [6]. New Notes positions itself toward niche collectors and signature-scent wearers, and remains an active, expanding line: its catalogue has grown steadily since launch, with the newest editions dated to 2026 [12].

The company behind New Notes is HIC Beauty S.r.l., headquartered at Via Privata Cadore 10 in San Giuliano Milanese, on the southern edge of the Milan metropolitan area [1]. HIC Beauty introduced New Notes in February 2022 as what trade coverage described as a new perfume project alongside its existing fragrance brands [11]. The group's portfolio includes Moresque, The House of Oud (also styled THoO), Blend Oud and Jacques Zolty Parfum, which share the same registered address and corporate structure [6].

Public sources do not name a specific founder or creative lead for New Notes. The parent company's chief executive is Cindy Guillemant, listed as CEO of HIC Beauty since 2015 [15], and credited as founder of the sister brand Moresque; no primary source identifies the perfumer or individual founder responsible for New Notes specifically.

New Notes was unveiled in February 2022. Later that year the brand appeared at Esxence, the Milan trade fair dedicated to artistic perfumery, where it presented Caramelo Vanilla from its Contemporary Blend Collection [13]. The line continued to expand over the following years, with Erotika Minimale arriving in 2023 [16] and Akigala Mandarino in 2024 [17]. According to its Fragrantica designer page, the brand's catalogue had reached around twenty fragrances, the earliest from 2022 and the most recent dated 2026 [12].

New Notes describes itself as "a new generation of extrait de parfum that transcends the codes of perfumery and breaks down the boundaries of role and gender." The company frames its scents as gender-fluid and built around contrast, combining natural raw materials with synthetic molecules to create what it terms a "mélange with a subversive touch." A recurring idea in the brand's own messaging is that the wearer completes each fragrance: an "interactive alchemy" in which, as the company puts it, the chemistry and heat of a person's skin form "the last necessary ingredient." Its tagline is "the scent of now."

The brand's fragrances are produced exclusively as extrait de parfum, the most concentrated perfume format, which the house associates with strong projection and long wear. Distribution runs through its own online shop and a network of niche-fragrance boutiques, including Jovoy Paris in France and retailers in the United States and the United Arab Emirates [5].

New Notes organises its fragrances into two named ranges. The Contemporary Blend Collection covers most of the line and is described as drawing on unusual pairings of well-known perfumery materials, while the smaller Hologram Collection is presented as layering raw materials for added olfactory depth. The catalogue leans toward gourmand and unconventional themes, with names such as Caramelo Vanilla, Latte Pistachio, Bonbons à la Violette and Erotika Maximale.

One fragrance, Akigala Mandarino, is built around Akigalawood, a captive molecule developed by the Swiss fragrance supplier Givaudan and reserved for its own perfumers [14]. The brand's formulations are described as vegan and cruelty-free, with no phthalates or parabens, and the company states its perfumes are made entirely in Italy [6].

New Notes emphasises eco-conscious packaging. The company says its bottles and boxes are printed with plant-based inks and that the packaging is fully recyclable. The semi-transparent black finish of the bottles is presented as a functional choice, intended to shield the perfume from light [7].

New Notes is an active brand. Its parent, HIC Beauty, has operated since 2015, and New Notes has released new fragrances continuously since 2022, with editions recorded as recently as 2026. The line is sold internationally through niche-perfume boutiques across Europe, the United States and the Middle East, and is carried in the Nordic market.