"The madness of many — fragrance as a shared work of art."

Origin: Conceived in Berlin, based in New York, produced in Paris · Founded mid-2010s

Founder & Creative Director: Kaya Sorhaindo — a multidisciplinary creative from the worlds of art, fashion and publishing.

Resident Perfumer: Mark Buxton — the legendary nose behind Comme des Garçons' first fragrance.

Folie à Plusieurs is not an ordinary perfume house — it calls itself an intermedia perfumery. Its name comes from a psychiatric term: folie à deux, a delusion shared between people, extended here to "the madness of many." The idea is that scent can be a collective, shared experience — a medium of art on the same level as a painting or a film.

Founder Kaya Sorhaindo (previously behind the Six Scents project) works not as a perfumer but as a creative director, commissioning the right nose for each artistic brief. The house runs on a unique call-and-response process: an artist, museum, musician or filmmaker offers a work; a perfumer responds to it in scent. Concept and design happen in Berlin, the brand is rooted in New York, and the fragrances themselves are developed and produced in Paris.

Its projects read like a cultural program, not a product catalogue: Le Cinéma Olfactif diffuses custom scents during screenings of films like The Virgin Suicides, The Lobster and Blow-Up; Olfactive Journals let artists document their days in scent; and museum commissions (the New Museum, the Noguchi Museum) translate architecture into smell. As Sorhaindo puts it, "the perfume is the book — it's the experience you take away with you."

Signature scents: Lake Bottom · Enter the Void · Aspects of 1 · plus the Le Cinéma Olfactif film series

Exclusively distributed in Vietnam by Heimat Global Trading