Cherry Cheng always longed for a perfume that centred the female gaze so, she created her own in 2023. Jouissance Parfumes is a subversive perfume brand translating erotic literature into scents, with the female gaze in mind. Inspired by classic vintage perfumes and books we read beneath the sheets, celebrating the female artists, writers and fictional characters who taught us to fantasise and to desire. Cherry tells H! Fashion : "The Jouissance approach is inspired by the specificity of women's language, art and creativity. It seeks to subvert modern trends for clean, pleasing, unobtrusive smells. Instead, using shocking olfactory combinations, dirty undertones and aldehydic notes to confront taboos and push boundaries."

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