New Notes

The story

New Notes was born in Italy in 2021, on the outskirts of Milan. Behind the brand is HIC Beauty, the same company as Moresque, and the project is the work of Erik Minati and Cindy Guillemant, the founder of Moresque. By December 2021 the brand's website was already online with the first Extrait de Parfum, New Leather among them; the debut creations were entrusted to perfumer Cristian Calabrò, who also signed Caramelo Vanilla.

The idea is written in the manifesto: New Notes is “a new generation of extrait de parfum that transcends the codes of perfumery and breaks down the boundaries of role and gender, to explore new olfactory directions”. The formulas are born, in the words of the house, “from the encounter between the best natural raw materials and noble hi-tech molecules”: notes reworked and blended into unusual accords, gourmand, fruity or leathery, designed to last on the skin. The motto is The scent of now, and there is an invitation the brand often repeats: try every perfume on your skin, because the uniqueness of your skin is the last necessary ingredient. No gender labels: for New Notes a perfume belongs to anyone who feels it is theirs.

The collection grows one chapter at a time. The Contemporary Blend Collection, in cube-shaped bottles, works the most emblematic essences of perfumery with “divergent touches”: after New Leather came Caramelo Vanilla in 2022, Latte di Cherry and Cocktail Maracuja in 2023, Latte Mimosa, Bonbons a la Violette and Akigala Mandarino in 2024, Latte Pistachio in 2025. The same year saw the debut of the Modern Liquid Collection, in round bottles with bolder codes: Mangomina D, Felina with its animal-print cover, Erotika Maximale wrapped in black with metal eyelets. In December 2025 came Cherry Prosecco, created with the Parisian boutique Jovoy, and in 2026 it was the turn of Pomelo Malindi.

The signature is visible even before you smell it: every fragrance has its own colour, from the green of Latte Pistachio to the purple of Bonbons a la Violette, and the glass carries only the brand, the name and the words Extrait de Parfum. The packaging is 100% recyclable and the brand declares formulas with no phthalates or parabens, cruelty-free and vegan friendly. Some perfumes also come in a 15 ml size, easy to carry with you. Among enthusiasts the most voted is Akigala Mandarino, first in the brand by number of votes on Parfumo. All New Notes Extrait de Parfum are made in Italy.

The collections

• Contemporary Blend Collection: since 2021, the heart of the brand, in cube-shaped bottles of coloured glass. Akigala Mandarino, Latte di Cherry, Caramelo Vanilla, Cocktail Maracuja, Latte Pistachio, Latte Mimosa, Bonbons a la Violette, New Leather.
• Modern Liquid Collection: since 2025, the boldest chapter, in round bottles. Mangomina D, Felina, Erotika Maximale, Cherry Prosecco, Pomelo Malindi.

OUD Profumeria Artistica is an authorised New Notes retailer, online and in its shop in Nettuno (Rome).

Frequently asked questions

What kind of brand is New Notes?
New Notes is an Italian niche perfume brand born in 2021 on the outskirts of Milan, founded by Erik Minati and Cindy Guillemant. It creates only Extrait de Parfum designed with no gender distinction, in which natural raw materials and hi-tech molecules meet in unusual accords: gourmand, fruity, floral or leathery.

Which New Notes perfume should I choose?
It depends on the style you love. Akigala Mandarino is the fruity woody scent among the most loved by enthusiasts, with mandarin, passion fruit and raspberry. Latte di Cherry is the gourmand cherry, with almond and vanilla; Caramelo Vanilla is the caramel and vanilla gourmand. If you are looking for a fruity cocktail, try Cocktail Maracuja; for coconut, coffee and chocolate, Felina; if you love pistachio, Latte Pistachio.

What does Akigala Mandarino by New Notes smell like?
It is a fruity, woody Extrait de Parfum launched in 2024 in the Contemporary Blend Collection: mandarin, passion fruit, raspberry and apple in the opening, a heart of freesia, jasmine and lily of the valley, a base of woody and amber notes. On the brand's website and on the most recent bottles the name is shortened to A.K.M.

What is the difference between Latte di Cherry and Cherry Prosecco?
Latte di Cherry (2023) is a gourmand, velvety cherry, with almond, red berries, vanilla and tonka bean. Cherry Prosecco (2025), born from the collaboration with the Parisian boutique Jovoy, is more sparkling and floral: cherry and champagne over a heart of tuberose and white flowers.

Are all New Notes perfumes Extrait de Parfum?
Yes. New Notes creates only Extrait de Parfum, the richest concentration, and writes it on its bottles and boxes. According to the brand, the Extrait de Parfum formulation enhances the dynamism, persistence and vibration of the blends on your skin.

Are New Notes perfumes for men or for women?
They are designed for everyone. The brand calls them gender neutral: “Fragrances shouldn’t be assigned to a specific gender, so ours is meant for everyone.” What matters is how the perfume bonds with your skin, which the house calls the last necessary ingredient.

Where can I buy New Notes perfumes?
At OUD Profumeria Artistica, an authorised New Notes retailer: online, with free shipping in Italy on orders over €60 and 10 free samples on orders over €100, and in our shop in Nettuno, in the province of Rome.