27 87: The luxury perfume brand offering a complete sensory experience
Although the market for perfume brands that follow traditional formulas is saturated, 27 87 stands out for its bold approach and ability to break established molds. Founded in 2016 by perfumer Romy Kowalewski, the brand is named after her birthdate, a number that, beyond its personal significance, symbolizes the vision of a modern, multicultural, and unrestricted fragrance. But what truly sets 27 87 apart from other luxury perfume houses is its proposal to transform the tradition of perfumery into an entirely new experience.
A philosophical approach to perfumery
The brand 27 87 is not just a fragrance label; it’s a philosophical statement about the nature of scent, memory, and identity. From the beginning, Romy Kowalewski has aimed to challenge the conventions of the industry, seeking something more than just pleasant notes. Her vision goes beyond creating perfumes that smell good; she is interested in exploring how scent can connect us emotionally to our deepest selves, our roots, and our personal experiences.
Fragrance composition: from nature to art
Each 27 87 fragrance is a meticulously crafted work of art, combining the highest quality ingredients with a contemporary, multifaceted composition. Its inspiration comes from nature, cultures around the world, and, of course, the human experience. This allows the creation of perfumes that are complex yet accessible, with a structure that never fails to surprise.
Sustainability and ethics: responsible luxury
At a time when luxury is increasingly associated with sustainability, 27 87 is not left behind. The brand has adopted an ethical approach in all aspects of its production. From responsibly sourcing natural ingredients to creating recyclable and reusable packaging, 27 87 is conscious of its environmental footprint and actively works to minimize it.
The brand has also taken steps toward transparency, sharing details about the origins of its ingredients and the process behind each of its creations. This not only responds to the growing consumer demand for responsible products but also reinforces its commitment to authentic and mindful luxury.
Interview with Romy Kowalewski
A few weeks ago, we spoke with perfumer, founder, and the heart of 27 87, Romy Kowalewski, who helped us delve deeper into this evocative and unique perfume brand. Read on for more.
Why did you decide to create this project?
27 87 was born out of my passion for scents. I wanted to create something that challenged traditional perfumery—something contemporary and artistic, fully focused on the here and now.
The name of your brand comes from your birthdate. What else does it symbolize?
Yes, the name 27 87 comes from my birthdate, but it also reflects the distinctive sizes of our bottles: 27 ml and 87 ml. It’s also a reflection on individuality and my belief in breaking conventions to create something personal and unique.
In a world saturated with perfume brands following traditional formulas, what would you say is your brand’s unique value proposition?
In addition to embracing the present moment, our value lies in co-creating with those who wear our perfumes, rather than dictating what they should feel. We focus on quality, creativity, and innovation, blending the finest ingredients with contemporary ideas to create fragrances that resonate deeply with today’s world.
“Our value lies in co-creating with those who wear our perfumes, rather than dictating what they should feel.”
This approach aligns with the essence of niche artistic perfumery, which transcends the mere creation of fragrances and enters the realm of storytelling and emotional connection. Niche artistic perfumery prioritizes individuality and craftsmanship, offering wearers a sensory experience that feels personal, meaningful, and deeply unique.
It’s about challenging conventions, embracing creativity without compromise, and treating each fragrance as a piece of art that we can wear. That’s why we invite those who choose us on an individual journey, ensuring that each fragrance becomes a transformative part of their everyday life.
How do you create emotional connections through fragrance with our deepest self, our roots, and personal experiences?
Scent is deeply connected to memory and emotion. That’s why we create each fragrance as a blank canvas, allowing the wearer to make it their own, connecting with personal stories, moods, and experiences.
“Scent is deeply connected to memory and emotion.”
Who are your fragrances intended for?
They are designed for people who value creativity, authenticity, and the freedom to interpret scent in their own way.
As you expand your brand internationally, it is becoming a reference in contemporary luxury. Which country or city has embraced your perfumes the most?
Our fragrances have been very well received in several international markets, each embracing our creations in a unique way.
In Japan, our collaboration with NOSE SHOP, a leading perfume retailer, has been instrumental in introducing our scents to a discerning clientele. Their dedication to curating innovative, artisanal perfumes aligns perfectly with our brand philosophy, fostering deep appreciation among Japanese consumers. In the United States, especially in New York City, we’ve also experienced significant growth. A milestone was our event at The Future Perfect Gallery, where we showcased our collection in an immersive environment, allowing attendees to experience our fragrances in an exquisite setting. Poland has also shown a growing interest in niche perfumery, and our scents have been well received by a community of perfume enthusiasts.
The truth is, these diverse markets have identified with our commitment to quality, creativity, and innovation, which has helped strengthen our position in the contemporary luxury landscape. We are very happy about that.
Another key aspect is your graphic identity, including your unique packaging. Who is behind the Creative Direction?
The new creative direction of 27 87 was developed by our central creative team. We were eager to work on an evolution of the existing packaging rather than a complete redesign. This has resulted in our perfumes standing out with a series of surprising elements and a new typography focused on simplicity, elegance, and the unexpected.
Each of your fragrances is a meticulously crafted work of art that combines the highest quality ingredients with a contemporary, multifaceted composition. What are your sources of inspiration?
My inspiration comes from the world around me, from the present moment, the here and now. I am always observing and absorbing what’s happening in our contemporary environment. Whether it’s the vibrancy of Barcelona or even the everyday digital life, all these elements fuel my creative process.
I am fascinated by emotions, moods, and the stories that shape the zeitgeist, and I try to translate these elements into scents that resonate with those who wear them. For example, Wandervogel is inspired by the joy of exploration and the restless curiosity that drives so many of us today. Similarly, #hashtag reflects the influence of digitization, where everything is immediate, fast-paced, and interconnected: it’s a fragrance for our digital lives. I also draw inspiration from my personal experiences and travels.
What is your most iconic fragrance?
Although all of our fragrances have a unique story to tell, there are two creations that stand out as the epitome of what 27 87 represents: Per Se and Genetic Bliss.
Per Se is our most recent fragrance and, in fact, the first olfactory logo in the industry, embodying our philosophy that “There is no better scent than the present”. It’s a dynamic and constantly evolving composition that reflects the fluidity of time. Its elegance comes from a blend of floral iris butter, violet leaves, clean aldehydes, bamboo, and spicy pepper. The result is a symphony that captures the multifaceted nature of the now. For all these reasons, Per Se reflects our identity and is a sensory representation of our core belief: living fully in the present moment.
“Per Se is our most recent fragrance and the first olfactory logo in the industry.”
On the other hand, Genetic Bliss is deeply personal and unique. As a molecular perfume, it adapts seamlessly to the natural scent of the wearer, celebrating individuality in the most intimate way. Due to its ability to merge with your body chemistry, it creates a truly unique experience that evolves as you do.
The names of your perfumes are also very evocative. What can you tell us about them?
The names of our fragrances are an extension of their stories: they are meant to capture the essence of the concept or emotion behind each creation. I have always wanted our names to be straightforward, easy to associate, and reflective of the present moment. They serve as a first impression and a clue about the journey the fragrance will take the wearer on.
Our names are not just labels; they are invitations to experience emotions and moments. They are carefully chosen to align with the olfactory composition, creating a consistent story that starts with the name itself and unfolds every time the fragrance is worn.
The use of exotic ingredients is another strong point of your brand, with everything from essential oils of rare flowers to precious woods and spices from remote places. Who is behind the creation of the olfactory compositions? And what would you highlight about the production process?
We collaborate with world-renowned perfumers such as Daniela Andrier, Gaël Montero, Jacques Huclier, Jordi Fernández, Mark Buxton, and Shyamala Maisondieu, who combine their expertise with the brand’s innovative vision.
Our process values patience, long maceration periods, and a meticulous selection of ingredients to ensure unmatched quality.
What role does sustainability play in your project?
From the beginning, I built a business based on independence without having to rely on the market. This means that we are not obligated to release fragrance after fragrance; our perfume portfolio is carefully curated, in contrast to most of our competitors.
For us, it’s not about growing fast, but about growing responsibly, with a lasting impact. In addition to this key strategic decision, we also focus on the basics, such as ensuring the shortest possible production routes, using responsible packaging whenever possible, and of course, employing the highest quality ingredients.
What advice would you give to those who want to buy your fragrances on your online store? How would you help them “choose right” and find a scent that represents them?
I would tell them to trust their instinct and follow their nose. We also offer detailed descriptions and a discovery kit, which is ideal for allowing users to experience, connect, and then choose the fragrance that best suits them.
What are you currently working on?
We are immersed in the creation of a new fragrance inspired by the spirit of joy without filters. It will transport you to a place of vibrant energy.
“We are immersed in the creation of a new fragrance inspired by the spirit of joy without filters.”
I hope it will be an invitation to take a pause, set aside the daily routine, and embrace the simple pleasures of life. And of course, it will feature an audacious and surprising olfactory composition, just like always!
If you’re interested in purchasing any of their perfumes, you can do so through this link.
(*) Images provided by 27 87.
