The art of Italian perfume and Oud – THoO (The House of Oud)

Dear readers, as the festive season approaches, indulging in a little self-gifting alongside picking presents for others isn't a bad idea at all, especially at Christmas, when we all deserve a touch of stylish luxury. For those who appreciate sophisticated style and refined fragrances and prefer to steer clear of mainstream, oversaturated, or overly commercial brands, today's blog might be right up your alley! About a year ago, I came across THoO (The House of Oud), an Italian niche perfume brand that intrigued me with its uniquely artistic presentation: marble-effect, egg-shaped bottles in a palette of fantastical colors, displayed upside-down on elegant gold stands, which, in fact, is the bottle cap. This innovative design alone makes it a compelling collector's piece. Although I had never seen these bottles or experienced the perfumes firsthand, relying only on online reviews, the opportunity finally arose this year at Cosmoprof Asia Hong Kong, where I encountered THoO’s booth and met the brand’s founder, Mr. Andrea Casotti. With his warm hospitality and genuine enthusiasm, he shared insights with me about his creative vision behind the brands and showcased some of his exquisite perfume creations.

Founded in 2016, THoO is a premium niche perfume house born from the collaboration between Andrea, an Italian perfumer, and an oud manufacturer from Jakarta. Andrea, who graduated with a degree in engineering and trained as an engineer, has harbored a lifelong passion for perfumery and a desire to express his artistic talents through olfaction. His journey led him to become CEO of CFF, an Italian fragrance house, and later to establish a Moorish art-inspired perfume brand before founding THoO (The House of Oud), a brand uniting his devotion to perfume, art, and oud.

A hallmark of the brand is its presentation: Andrea revealed that the unusual egg-shaped bottle design is inspired by the gesture of holding and spraying perfume, and the upside-down way of presentation symbolizes looking at things from a new perspective. This unconventional approach, combined with the use of high-quality ingredients, including oud, a precious and complex raw material, ensures the scents are both modern and balanced, never overwhelming the wearer with overpowering oud notes but rather showcasing the harmony of other olfactory elements. Crafted in Italy, the bottles are hand-painted by master craftsmen using a unique lacquer technique, making each piece a distinct work of art.

One of the standout fragrances I discovered at the booth was "The Time" from the “Arts Collection”. This unisex Eau de Parfum features a marble-like pattern in deep blues with hints of lavender color, presenting an artistic introduction to the brand. Created by perfumer, Mr. Cristian Calabrò, and launched in 2018, "The Time" begins with fresh citrus notes of bergamot, chamomile, and wormwood, segueing into a mellow, mystical heart of oolong tea, lemon verbena, and iris. It then settles into a base of black tea, cedar, amber, and musk, evoking the elegance of a mysterious, well-dressed guest at an Italian evening masquerade, surrounded by historic art and the shimmering glow of Murano glass chandeliers.

For the discerning gentleman, "Emerald Green" from the “Royal Stones” collection epitomizes masculine elegance. Also crafted by Cristian and released in 2022, this chypre-style Eau de Parfum opens with vibrant blood orange, bergamot, tangerine, and pink pepper, followed by a floral-spicy heart of ginger, cardamom, and jasmine. The dry-down reveals a sophisticated base of ambergris, white musk, and patchouli, conjuring the image of a refined Italian nobleman strolling through his countryside manor’s garden, a unique harmony of natural freshness and unforgettable Italian charm during the cool daytime.

With such exquisite olfactory compositions and the artistic, one-of-a-kind bottles in deep blue and emerald green colors, choosing these perfumes, whether for yourself or as gifts, both capture the festive spirit and luxurious elegance of Italian artistry like a delicate piece of ornament on the Christmas tree, don’t you think?

Image courtesy of THoO / Hic Milano, Italy.

https://thoo.it/