And Other Stories
& Other Stories launched in 2010 as a fashion and lifestyle brand within the H&M Group, opening its first stores in Paris, Stockholm, and London in 2013 and introducing a fragrance line alongside the initial retail rollout. The brand's identity is built on what it calls 'beauty rituals' - a curated selection of clothing, accessories, shoes, and beauty products developed in ateliers in Paris, Stockholm, and Los Angeles. The fragrance catalogue, which now spans more than a hundred compositions, is developed in partnership with established perfumers and fragrance laboratories including CPL Aromas, Robertet, and Jerome Epinette. The result is a body of work unusually broad and experimental for a fashion-adjacent brand at the accessible price tier: single-note studies, unconventional accords, and limited-edition collaborations sit alongside evergreen bestsellers. All fragrances are sold at accessible price points, typically under 35 euros for a full bottle, making the brand a destination for fragrance-curious buyers who want quality compositions without niche-house pricing. & Other Stories does not test on animals and has incorporated sustainability commitments across its beauty production.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
