HOOHAA, is a new platform helping consumers seek out and enjoy niche fragrances; that may ordinarily be left undiscovered. The mainstream fragrance market is noisy and crowded but there is a huge amount of independent fragrance producers, who have previously found it near impossible to cut through with consumers. With beauty halls feeling like a distant memory and virtual beauty discovery at its peak in consumer interest, now is the time to champion, support and experiment with responsible, sustainable and unique fragrances, with monthly delivery service, HOOHAA.In this episode of the MenswearStyle Podcast we interview Lorenzo Vasini, Founder of HOOHAA about his new fragrance subscription and discovery service company which eliminates the traditional department store fragrance hall. Peter Brooker and Lorenzo talk about transparency, helping small fragrance houses, out of touch advertising, why niche brands are growing, the fragrance wheel, the fragrance wardrobe, and how the subscription model works. Whilst we have your attention, be sure to sign up to our daily MenswearStyle newsletter here. We promise to only send you the good stuff.Support the showOur new store shop.menswear.style is now live!