VALJUES

VALJUES is a German niche fragrance house based in Cologne, founded in 2021 by Jennifer Hey and Heidi Jahn [1]. The company operates as VALJUES COSMETICS GmbH and produces handcrafted perfumes, body mists and sample kits, all made in Germany and positioned as vegan and gender-neutral [2].

The brand frames scent as a form of personal expression rather than a purely cosmetic product. Its name plays on the word "values," and the founders describe the project as an attempt to build a company aligned with their own principles, capturing emotions and memories in each bottle.

VALJUES was started in Cologne by Jennifer Hey and Heidi Jahn, who set out to interpret perfume as an art form and a means of personal expression [1]. The founders present the brand as more than a product line: "VALJUES ist nicht nur eine Marke, sondern ein Statement" ("VALJUES is not just a brand, but a statement"), a phrasing the company uses to frame its fragrances as tools for celebrating personal moments and expressing individuality free from convention.

Company records confirm the legal entity as VALJUES COSMETICS GmbH, registered in Cologne under HRB 108227 at the Amtsgericht Köln, with Jennifer Hey listed as managing director [3]. The "GmbH" designation reflects a German limited-liability incorporation.

The catalogue centres on eau de parfum, alongside body mists and discovery kits of samples. Many fragrances follow a numbered naming convention — such as 12 | TWELVE, 6 | SIX and 21 | TWENTY-ONE — while others carry named editions like GOLDEN AURA and FORBIDDEN FIXATION. The third-party fragrance database Wikiparfum indexes several of these scents across floral, woody and ambery families [6], and external listings describe a catalogue of roughly a dozen perfumes.

VALJUES describes its scents as handcrafted in Cologne, with a fragrance-oil concentration of over 25 percent, and organises them into collections such as "Whipped & Creamy" and "Clean & Silky." The company positions itself in the niche-perfume segment and describes its work as pioneering handcrafted, vegan and genderless fragrances.

Every product is presented as vegan and cruelty-free, made in Germany, and intended for use on skin or hair regardless of gender [5]. According to the company, its fragrances are designed for all people, without reference to gender or societal norms. VALJUES also states that it follows ethical and sustainable practices, though it does not detail specific commitments or targets.

VALJUES sells directly through its own website and reaches customers primarily in Germany and the wider German-speaking market. Its fragrances are also carried by third-party retailers, including the online niche-perfumery Niche Beauty [5].

The brand remains active. Its newest fragrance edition is dated 2025, and it continues to publish blog content and market recent releases such as GOLDEN AURA, flagged as new on its homepage [1]. Operations remain centred on Germany, with distribution extending across the DACH region and, through retail partners, into further European markets.