Jouissance London Ltd
Jouissance London Ltd is a London-based niche perfume house founded in 2023, selling premium Eau de Parfums inspired by female erotic literature and a curated rare-book shop, distributed via DTC e-commerce and 20+ international stockists including Liberty London.
- Company typePrivate
- Founded2023
- HeadquartersLondon, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Jouissance London Ltd does
Jouissance London Ltd is a privately-held niche perfume house founded in 2023 by Cherry Cheng in London, operating under the trade name Jouissance Parfums. The company creates and sells premium fragrances inspired by female-authored erotic literature — specifically the work of Pauline Réage (La Bague D'O), Anaïs Nin (Les Cahiers Secrets), and Catherine Millet (En Plein Air) — positioning the brand around French feminist theorist Hélène Cixous's concept of 'jouissance' as a counterpoint to mainstream perfume marketing that targets female consumers through the male gaze. The company's core product platform comprises three 50ml Eau de Parfums priced at $260, complemented by 2ml samples from $15 and a $65 discovery set, with 10ml roll-on perfume oil formats at $80 added in 2025.
The business operates a hybrid direct-to-consumer and curated wholesale model. DTC e-commerce (jouissanceparfums.com) is the primary channel, supported by a newsletter offering 10% off first purchase and a community ecosystem including journal prompts, an editorial diary, and a curated online bookshop selling rare and collectible erotic literature. Wholesale distribution covers 20+ stockists across 11 countries, with Liberty London as the flagship premium-door partnership secured within the first year of operation. Brand awareness has been built primarily through editorial coverage (40+ features in The Cut, Vogue, FT, Wallpaper*, Marie Claire, Harper's Bazaar, Elle), the ELLE First Class Beauty Award 2025 for En Plein Air, podcast appearances by the founder, and partnerships with female British perfumers (Julie Dunkley, Caren Roberts) and artists.
The company has not disclosed any external institutional funding and appears to be bootstrapped, with Cherry Cheng serving as Founder and Creative Director. Revenue is not publicly disclosed; operating geographies span the UK, US, Canada, France, Belgium, the Netherlands, Germany, Italy, Sweden, Norway, and Croatia. Manufacturing is not described in available sources, but the company holds no patents and the proprietary value lies in brand positioning, literary thematic IP, perfumer relationships, and community content rather than in technical or AI-driven capabilities.
Jouissance London Ltd firmographics
Firmographics- Name
- Jouissance London Ltd
- Legal name
- Jouissance London Ltd
- Website
- https://jouissanceparfums.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Short description
- Jouissance London Ltd is a London-based niche perfume house founded in 2023, selling premium Eau de Parfums inspired by female erotic literature and a curated rare-book shop, distributed via DTC e-commerce and 20+ international stockists including Liberty London.
- Ownership category
- akta.pro rank
Jouissance London Ltd industry classification
Industry- Product category
- Niche Perfumery
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Niche & Artisan Fragrance (CRABADAH)
- akta.pro secondary industry
- Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD)
Keywords
Where Jouissance London Ltd is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Jouissance London Ltd business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Fragrance Sales: Direct sales of Eau de Parfum (50ml at $260, 2ml discovery samples at $15, discovery sets at $65) and roll-on perfume oils ($80). Primary revenue driver representing the core brand offering.
- Bookshop and Curated Books: Sales of rare, first edition, and collectible erotic and literary books. Curated collections including guest curators like Gemma Janes of Sendb00ks. Ranges from $6-$217 per item.
- Merchandise: Branded merchandise including apparel (baby tee at $70) and book bags ($22). Extensions of brand identity through lifestyle products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Full-size Eau de Parfum 50ml |
| Unit Pricing | Pay-as-you-go | Discovery Sample Set |
| Unit Pricing | Pay-as-you-go | Individual 2ml Samples |
| One time/ perpetual license | Pay-as-you-go | Roll-on Perfume Oil 10ml |
| Unit Pricing | Pay-as-you-go | Curated Books and Literature |
| Unit Pricing | Pay-as-you-go | Branded Merchandise |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Jouissance London Ltd product offering
Product offeringCore offering
Jouissance London Ltd creates and sells a debut collection of three niche Eau de Parfum fragrances (La Bague D'O, Les Cahiers Secrets, and En Plein Air) inspired by female-authored erotic literature, alongside roll-on perfume oil formats, 2ml samples, and a discovery set. The brand also operates a curated online bookshop featuring rare, first edition, and collectible erotic literature, plus branded merchandise. Products are sold direct-to-consumer via jouissanceparfums.com and through premium stockists including Liberty London.
Product overview
Jouissance London Ltd is a niche perfume brand offering a portfolio of three signature Eau de Parfum fragrances (La Bague D'O, Les Cahiers Secrets, and En Plein Air) launched in 2024 as 'The Collected Works' debut collection. Each fragrance is inspired by seminal female erotic writers—Pauline Réage, Anaïs Nin, and Catherine Millet respectively—and is sold alongside complementary roll-on perfume oil formats. The company extends its brand through a curated bookshop selling rare literary works, a journal prompts platform for community engagement, and an editorial diary featuring essays and artist profiles. The core fragrance products range from $15 (2ml samples) to $260 (50ml bottles), with discovery sets at $65.
Differentiator
Problem solved
Functional benefit
Products and services
- La Bague D'O Eau de Parfum 50ml Eau de Parfum with top notes of steel chains, pink pepper, and orange flesh; mid notes of geranium, jasmine, rose, and violet; base notes of amber, animalic, musk, and patchouli. Inspired by Pauline Réage's Story of O. Targeted at women interested in feminist perspectives on erotic literature.
- Les Cahiers Secrets Eau de Parfum 50ml Eau de Parfum with top notes of fresh-cut lilies and cumin; mid notes of pressed powder and heliotrope; base notes of orris and musk. Inspired by Anaïs Nin's diaries. Targeted at women seeking warm, nostalgic, sensual powdery fragrances.
- En Plein Air Eau de Parfum 50ml Eau de Parfum with top notes of bergamot, lemon, and grapefruit; mid notes of white flowers and rain; base note of musk. Inspired by Catherine Millet's erotic memoir. Targeted at women seeking bright, acerbic, fresh citrus fragrances; winner of the ELLE First Class Beauty Award 2025.
- The Collected Works Discovery Set A discovery set containing 2ml samples of all three debut fragrances (La Bague D'O, Les Cahiers Secrets, En Plein Air) in a pink satin-lined box with scent notes card and artist artwork. Priced at $65. Designed for customers to sample before purchasing full bottles.
- En Plein Air Roll-on Perfume Oil A portable 10ml roll-on perfume oil format of the En Plein Air fragrance, priced at $80. Designed for on-the-go application and reapplication.
- Les Cahiers Secrets Roll-on Perfume Oil A portable 10ml roll-on perfume oil format of the Les Cahiers Secrets fragrance, priced at $80. Designed for on-the-go application and reapplication.
- La Bague D'O Roll-on Perfume Oil A portable 10ml roll-on perfume oil format of the La Bague D'O fragrance, priced at $80. Designed for on-the-go application and reapplication. Currently sold out.
- Jouissance Bookshop
Quantifiable outcome
- Liberty London partnership secured after only one year of business
- +2 more outcomes
Companies that use Jouissance London Ltd
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Jouissance London Ltd technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Jouissance London Ltd partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Liberty LondoncoreFlagship department store stockist on Regent Street, London. Jouissance landed at Liberty after only one year of business, described as a 'powerful endorsement' of the brand vision. Open Monday-Saturday 10am-8pm, Sunday 12-6pm.
- TenderbookscoreIndependent bookseller in Covent Garden, London. Specialty retailer aligned with Jouissance's literary positioning and bookshop offerings.
- StelecoreNiche fragrance retailer with two New York locations (Williamsburg and Nolita). Stockist for US market with extended weekend hours.
- Julie DunkleycoreFemale British perfumer who created La Bague D'O fragrance, translating Pauline Reage's Story of O into olfactory notes of steel chains, pink pepper, rose, and animalic musk.
- Caren RobertscoreFemale British perfumer who created Les Cahiers Secrets fragrance, inspired by the diaries of Anais Nin with notes of fresh-cut lilies, cumin, and orris.
- Katrien De BlauwerminorArtist who created limited edition artwork inspired by Jouissance fragrances. Artwork featured inside signature boxes. Limited editions sold out.
- Gemma JanesminorPhotographer, collage artist, and founder of Sendb00ks. Guest curator for Jouissance bookshop, selecting titles reflecting the brand's literary and erotic themes.
- 1996PRcorePR agency handling press inquiries. Contact: [email protected]. Manages media relations and editorial coverage.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Jouissance London Ltd competitors and assessment
Company assessmentDirect peers
- Le Labo: Cult niche fragrance brand with a literary-craft aesthetic, custom-engraved bottles, and a strong stockist presence including Liberty-adjacent positioning. Closely comparable premium pricing, niche D2C-plus-retail model, and editorial-driven brand building.
- Diptyque: Parisian maison with a literary-art heritage (founded by writers/illustrators) offering premium fragrance with narrative-driven bottles and packaging. Comparable to Jouissance in literary DNA, ultra-premium positioning, and global stockist distribution.
- Byredo: Swedish luxury niche fragrance house built around strong narrative and minimalist branding. Comparable to Jouissance in premium positioning ($150–$300 per bottle), D2C-plus-stockist model, and storytelling-led marketing, though at much larger scale.
- Memo Paris: Parisian niche luxury fragrance house with travel-literature-inspired scents and a curated editorial brand voice. Comparable to Jouissance in literary-narrative positioning, ultra-premium pricing, and global stockist strategy.
- D.S. & Durga: Brooklyn-based niche fragrance house built on storytelling with literary and artistic references throughout brand identity. Comparable to Jouissance in small-batch, narrative-driven positioning and premium D2C-plus-stockist distribution.
- Imaginary Authors: Niche fragrance brand whose entire concept is built around fictional literary works as inspiration for scents. The closest direct conceptual peer to Jouissance, translating literature into scent, though at lower price points and US-based.
Emerging players
- Commodity Book: Niche fragrance brand with a literary/publishing-inspired collection format, positioning each scent as a 'chapter'. Conceptually adjacent to Jouissance's Collected Works literary concept, though with a broader mass-prestige target market.
Broad incumbents
- Aesop: Aesthetic-led luxury personal-care brand with literary packaging and curated stockist distribution (including Liberty London). Comparable in literary minimal aesthetic and premium stockist strategy, though skincare/body-care focused and at far larger scale.
- Tom Ford Private Blend: Luxury fashion-house ultra-premium fragrance collection sold through department stores and the brand's own boutiques. Comparable in premium pricing tier and stockist-driven prestige positioning, though within a broader fashion conglomerate.
- Maison Margiela 'Replica': Mainstream luxury fashion house fragrance line whose Replica collection is built around storytelling memories and literary-inspired scenarios. Comparable narrative DNA, though at much larger scale and wider price accessibility than Jouissance.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Jouissance London Ltd social profiles
Digital presenceJouissance London Ltd financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jouissance London Ltd leadership team
Management profileNumber of profiles
Profiles1 record
Jouissance London Ltd funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jouissance London Ltd M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Jouissance London Ltd
What does Jouissance London Ltd do?
Jouissance London Ltd creates and sells a debut collection of three niche Eau de Parfum fragrances (La Bague D'O, Les Cahiers Secrets, and En Plein Air) inspired by female-authored erotic literature, alongside roll-on perfume oil formats, 2ml samples, and a discovery set. The brand also operates a curated online bookshop featuring rare, first edition, and collectible erotic literature, plus branded merchandise. Products are sold direct-to-consumer via jouissanceparfums.com and through premium stockists including Liberty London.
Is Jouissance London Ltd a public or private company?
Jouissance London Ltd is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Jouissance London Ltd founded?
Jouissance London Ltd was founded in 2023.
Where is Jouissance London Ltd based?
Jouissance London Ltd is headquartered in London, United Kingdom, in the Europe region.
How does Jouissance London Ltd make money?
Three revenue lines are on record. Fragrance Sales are the primary driver. The others are bookshop and Curated Books and merchandise.
Who are Jouissance London Ltd's main competitors?
Direct peers on record are Le Labo, Diptyque, Byredo, Memo Paris, D.S. & Durga and Imaginary Authors. Commodity Book is listed as an emerging player. Broad incumbents are Aesop, Tom Ford Private Blend and Maison Margiela 'Replica'.
Does Jouissance London Ltd have an API?
No public API is recorded for Jouissance London Ltd.
What industry is Jouissance London Ltd in?
Jouissance London Ltd's product category is Niche Perfumery. Its primary akta.pro industry code is CRABADAH, Niche & Artisan Fragrance, with a secondary code of CRADANAD, Personal Fragrances (Perfume, Cologne, Body Sprays). Its NAICS code is 456120 and its SIC code is 2844.