EXCLUSIVE: The Alchemist Atelier Aims to Reinvent Bespoke Fragrance

PARIS — Personalization and digitalization — two of beauty’s biggest trends today also happen to be two of the perfume industry’s prime pain points. But The Alchemist Atelier aims to fix that.

The new bespoke perfume brand from Noustique, a company born from the recent joint venture between fragrance and fashion firm Puig and home appliance manufacturer BSH Hausgeräte GmbH, is launching in tandem with the opening of its first pop-up in Paris today.

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