New Notes
Contemporary niche Italian perfumery.
New Notes launched in 2022 as the niche fragrance house within HIC Beauty's Italian portfolio, representing the convergence of corporate investment infrastructure with contemporary independent fragrance culture. The house name is simultaneously a promise and a statement of intent: new compositional directions, new material combinations, new approaches to Italian perfumery tradition. Operating from Italy with access to HIC Beauty's production and distribution resources, New Notes is positioned to compete in the international niche segment from launch rather than growing through the organic, slow-build trajectory that characterises many independent Italian houses. The catalogue is designed with contemporary aesthetics in mind — compositions that acknowledge the influence of both the Italian niche heritage and the global fragrance community's evolving preferences. The 2022 founding places the house firmly in a post-pandemic fragrance market characterised by consumer appetite for novelty, transparency, and values-led brand positioning. New Notes represents the new generation of Italian niche houses: professionally resourced, digitally native in their marketing, and committed to olfactory quality as the primary competitive lever within an internationally literate niche audience.
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.
