Our Process.
Our process is as agile as it is personal. Being boutique means we can adapt seamlessly to the unique needs of every client, ensuring your fragrance journey is as bespoke as the scent itself.
We’re about art-first, independent perfumery. Every fragrance is built from scratch, meticulously crafted with detail by Joey.
Great creative development means exploring every possibility. We dive deep, creating multiple options and refining the brief at every step to ensure the result is nothing short of extraordinary.
Art First
Education
We walk you through every fragrance option we create, breaking down the nuances so each one feels clear.
With every step, we aim to leave you not just with a fragrance, but with a deeper understanding of the art, craft, and wider world of the industry.
The Team
-
Joey Rosin
PERFUMER & CO-FOUNDER
Joey Rosin is our Founder and Perfumer. He aims to build concept driven fragrances that are evocative and widely accessible. Joey’s immersive creative process yields layered, rich, and thoughtful formulas. In addition to his work at Hoax, he is a Junior Perfumer at Mythologist Studio.
In addition to his work as a perfumer, Joey maintains an active career in music. He holds degrees from the University of Miami Frost School of Music (B.M. ’17) and the New England Conservatory (M.M. ’21). He has performed across the US and Europe and is an in-demand baritone saxophonist and woodwind instrumentalist.
