Cra yon

Cra yon is a Swedish niche fragrance house founded in 2020 by creative directors Christine and Niclas Lydeen in Stockholm. The name — a deliberate misspelling of 'crayon' — signals the brand's interest in colour, creativity, and the kind of unpretentious joy associated with childhood drawing. The house's aesthetic is deliberately anti-luxury in packaging: bright colours, clean graphics, and small bottles designed to be carried and used rather than displayed. Fragrances including Wax, Oil, Sugar, and Paper translate abstract tactile concepts into olfactory form, with compositions that mix unexpected notes like graphite and clay with more conventional florals and musks. The house works with independent European perfumers to keep compositions intellectually honest. Cra yon has attracted significant press attention for its format innovation — perfume offered in 8ml travel-size bottles at accessible niche prices — as much as for its scents. It represents a coherent and well-executed response to the overstyled luxury fragrance market.