HOOHAA ‘is a new shopping experience helping consumers who require a more current and inclusive approach to fragrance’. A monthly subscription service, HOOHAA offers a three (£39), six (£75), and twelve-month (£139) gift subscription. They also have full-sized bottles available to buy from their website from all the scents featured within their drops.
They have three edits -
Easy Does It - A range of easily wearable yet interesting fragrances.
Buckle Up - Perfumes for those who don't shy away from the risk of gluing their own noses (or the noses of others) to their wrists.
Take Me To Mars - A selection for the truly adventurous and advanced fragrance fans.
Ryan Hall, Founder and Chief Creative Officer, says, “We aim to help our customers cut through the noise in fragrance. From curating the newest, most purpose-driven, high-quality brands with people that care behind them. To simplify perfume descriptions and busting some of the myths the industry has dined out on for many decades. And all wrapped up in a small but perfectly formed, aesthetically pleasing monthly vial of pleasure - delivered to you for a long-term test, without an army of snooty sales assistants forcing the latest release on you! We want to make an inaccessible market accessible to everyone that cares enough to try us out.”
Left - HOOHAA retails at £14.95 per month
TheChicGeek says, “The choice felt overwhelming so I just asked for a fragrance that summed up the HOOHAA brand best. I went for the 'Realist by Contradictions in ILK’ from the ‘Easy Does It’ sub-division, which didn’t feel like a simplification of fragrance?
An amber woody fragrance for women and men, the Realist was launched in 2020. Top notes are bergamot, lemon, yuzu and pepper; middle notes are petitgrain, sea notes, cedar, rose and black tea; base notes are vetiver, incense, amber, hinoki wood and immortelle.
It smells exactly like CK One, which is genius if the brand is targeting Young Gen X or older Millennials. CK One is a classic androgynous fragrance from the mid 90s and this is like a quality update. I hope it doesn’t represent the brand too much, because I like the concept, branding and language, and I think anybody subscribing or gifting something like this would want something more individual or contemporary.
It was definitely an easy-wearer.
HOOHAA are based in Prince Charles’ model town of Poundbury. I would have played around with that in the branding too. Modern classical?”
Disclosure - A free sample by HOOHAA was provided for review