Describing Jouissance as a ‘perfume brand’ almost feels like doing it a disservice. Straddling art, literature, critical theory, eroticism, and more, Jouissance is as much focused on the fragrances it sells as it is the imaginative world built around them.
This makes a lot of sense once you hear about the background of its London-based founder, Cherry Cheng. ‘I studied Art Business at Sotheby’s Institute, did a masters in Contemporary Art Theory at Goldsmiths and worked in art advisories,’ she says. ‘So my venture into the perfumery industry was somewhat accidental. But I have always loved surrounding myself with scented objects and collected discontinued fragrances. As I’m not a perfumer myself, working with perfume is more about having a vehicle to channel and express my creative ideas.’
