How Typology founder Ning Li is tackling fragrance with new brand Sujet
French niche fragrance brand Sujet, the brainchild of Typology founder Ning Li, is making its debut with a single scent. The brand’s strategy is to cultivate rarity: perfumes will be produced in limited quantities.
Good Brands, founded in 2018 by Ning Li, the company behind skincare brand Typology, has unveiled its second venture. Sujet is a fragrance player that aims to cultivate the link between agriculture and perfume.
“Sujet was born from the desire to make visible what is usually invisible: the beauty of the agricultural gesture and the nobility of raw materials,” Li said in a statement. In a world where fragrance is often told through images, he says, the brand has “chosen reality”: perfumes that tell the stories of harvests and seasons.
