Who we are

Nobody needed
another perfume.

So we didn't make one. We made six. One for every person you are in a normal week.

Six friends on a rooftop at golden hour, each holding a different My Mood Swings bottle

The problem

Perfume thinks
you're one person.

Your signature scent. One bottle. Forever. That's the whole industry.

Weird. Because Monday you and Saturday you have never met.

The story

A note from
the founder.

I didn't come from the fragrance industry. I just bought from it.

It always felt the same. Glass counters. Someone spraying a card at you. £120 for a bottle named after a dead aristocrat. And the same question every time. What's your signature scent?

I never had an answer. I'm six different people before Friday. So is everyone I know.

That question annoyed me enough to build this. I spent months on the formulas. Proper eau de parfum, real concentration, none of it watered down. Six scents. Each one is a day you've actually had. There's a dial on the front so you choose how loud it gets.

Then I handed the whole kit to 50 people and asked them to be brutal. The Ick came back at 4.9 out of 5. One person said it was too sweet. That's on the website too. Honest is the brand.

There's no boardroom here. No investors telling me to play it safe. Just me, a lab, 50 opinionated testers and a plan: make fragrance feel like it was made this decade. Then hand the wheel over. Mood 07 gets voted on by the people wearing the first six.

This is day one. Get in early enough and your number's on the list forever.

R x

The receipts