whif.
Australia41 fragrances
Founded in 2024 and headquartered in Brisbane, whif. positions itself in the affordable segment of the market. The brand emphasizes several key attributes in its positioning: cruelty-free production, “clean” formulations, and extrait de parfum concentration. It frames its offer around accessibility, aiming to replicate the general olfactory profile of luxury perfumes while maintaining significantly lower retail prices. Product development is carried out in collaboration with perfumers based in Grasse, a location traditionally associated with fragrance production. The portfolio consists of scen
