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Maison 21G
Industry	Perfume
Founded	21 April 2019; 5 years ago
Founder	Johanna Monange
Headquarters	77 Duxton Road, 089536, Singapore, Singapore
Number of locations	1
Area served	Singapore
Key people	Johanna Monange; (Founder, CEO); Maxime Patas; (Co-Founder, CFO); Dylan Breugne; Widya Chen;
Products	Customised perfumes; Soul Box; Samples;
Number of employees	30 (2019)
Website	maison21g.com

Maison 21G, also stylised as M21G or simply 21G, is a Singapore-based French perfume retailer. The company was founded by Johanna Monange, a veteran perfumer, who formerly worked for the industrial fragrance creation companies IFF and Firmenich. There are three millennials who serve as the company's co-founders: Maxime Patas, Dylan Breugne, and Widya Chen. Established in 2019, the company currently has one boutique store on Duxton Road.^[1] As well, Maison 21G is set to open boutiques in Sydney, Australia and Paris, France. Talks are ongoing surrounding a potential partnership with Lane Crawford across Hong Kong and Mainland China.

Maison 21G distinguishes itself on the basis of creating personalised perfume signatures, where every customer is invited to design a fragrance of their own by mixing the company's 33 different elixir options in various ways. It currently sells its products online only, with a store to open sometime in September at its head office on Duxton Road. Perfume is sold both by occasion-based mixtures designed for a specific purpose and as well in the format of freestyle creations offering randomised mixes and thoughtful personal creations. The company also runs a blog focused on disseminating the secrets behind perfume creation and its own company's trade processes.

Origins and history

Founding to launch

Maison 21G, originally My Scent Design, was founded on April 21, 2019, by Johanna Monange, the same day as her birthday. The project had been a lifelong wish for Johanna, who often describes the commercial perfume industry she left behind as having no soul. The company was founded with its primary motivation as bringing soul back to perfumery, an industry typically denoted for its otherwise one-size-fits-all products. Initially launching a blog and social media platform only, Maison 21G began to build up a follower base through its close interactions with many influencers, notably on Instagram.

On August 7, 2019, Maison 21G launched its official website to widespread anticipation. Simultaneously, this opened their online store, through which the first orders could be made online in a number of formats with samples also available. The launch was supported by a number of influencers across Instagram and other social media channels.

Behind the brand's name

The brand's name, Maison 21G, incorporates the industry standard "Maison" as parts of its name, which typically recognises the uniqueness of a brand's product and the nature of its handmade products. Generally associated with companies classified as haute couture, all garments designed by the company are exclusive and custom-fitted. In this instance, Maison 21G focuses on a niche aspect of haute couture called haute perfumery, where every perfume is made specifically for the customer at hand, and in fact, it is the customer who creates the perfume and not Maison 21G themselves. This brings a new meaning to the historical usage of haute couture in a derivative form where the product made for an individual client is done via a medium that permits a tailored end-result as chosen by themselves, and not a designer. In France, the classification of haute couture is protected by law.^[2]

Products

Maison 21G sells a number of their standard products online. These are mostly simple creations in different forms, with the main difference between them being the size of the products (ie. sample size cf. a standard bottle), or with the quantity included in the package. However, all of the fragrances on offer deliver some of the highest levels of perfume concentrate within the industry, Maison 21G uses a concentration of 20%. This is the equivalent to a Parfum or very strong Eau de Parfum (generally 15-20%), the highest rank of all perfume classifications above an Eau de Toilette (generally 5-15%) or Eau de Cologne (generally 2-4%).

The current products are:

Signature Perfumes (a single creation)
Customised Bottles (UV printed design)
Soul Box (selection of three perfumes)
Samples (in either wax or roll-on form)

The real array of products are within the building blocks for the creations. There exists 33 different "elixirs" as Maison 21G calls them, which are in themselves actually fully-fledged perfumes as handmade by IFF master perfumers. Each elixir comes from Laboratoire Monique Rémy in Grasse, France. However, customers are encouraged to mix the different scents either based on AI suggestions discerned from the company's personality test, or by way of the customers own desires in a freestyle creation mode where a randomised mix function is also present.

Products	Header text	Header text
Almond Absolute	Example	Example
Amber Affair	Example	Example
Bergamot Blast	Example	Example
Cannabis Cloud	Example	Example
Cedar Caviar	Example	Example
Cosmic Coke	Example	Example
Fabulous Fig	Example	Example
Frangipani Freedom	Example	Example
Ginger Game	Example	Example
Honey Heaven	Example	Example
Immortal Incense	Example	Example
Jazzy Jasmine	Example	Example
Lavender Legend	Example	Example
Magnetic Myrrh	Example	Example
Mimosa Mantra	Example	Example
Muguet Muse	Example	Example
Musk Mirage	Example	Example
Neroli Nude	Example	Example
Ocean Odyssey	Example	Example
Orris Opera	Example	Example
Oud Outshine	Example	Example
Patchouli Power	Example	Example
Raspberry Redemption	Example	Example
Rhubarb Rhapsody	Example	Example
Rose Ritual	Example	Example
Sage Supreme	Example	Example
Sleek Sandalwood	Example	Example
Tea Time	Example	Example
Terrific Tonka	Example	Example
Tobacco Trance	Example	Example
Tuberose Tribute	Example	Example
Vanilla Venus	Example	Example
Vetiver Virtuoso	Example	Example