THoO, known as The House of Oud, emerged in 2016 from an unlikely friendship between Italian master perfumer Andrea Casotti and Mohammed Abu Nashi, an Oud producer from Jakarta. This unique partnership created a brand that transcends borders and connects cultures in the world of niche perfumery.

Andrea Casotti, originally a nuclear engineer, brought his passion for art and science into perfumery. His technical precision meets Mohammed Abu Nashi's centuries-old expertise in handling Oud. This combination of Italian craftsmanship and Indonesian tradition defines the brand's DNA and sets it apart in the competitive niche market.

The philosophy of THoO can be summarized in three letters: O.U.D. - Our Unique Devotion. The brand sees itself as a "house without walls or borders," open to opportunities and furnished with knowledge, experience, and the ancient art of perfumery. Each bottle is hand-painted by Italian master craftsmen, making every piece an individual work of art with unique ornament ink and paint.

This cultural fusion appears not only in the fragrances but also in the creative vision. THoO draws inspiration from art, music, painting, patisserie, and nature. This "cross-fertilization" of different art forms makes the brand more than just a perfume house - it's a meeting place for creative minds. The approach makes Oud accessible by using it not as a dominant note but as a bridge between other ingredients, creating nuanced and addictive scents.

THoO presents its creations through various thematic collections, each telling its own story. The Royal Stones Collection honors the jewels of the British royal family with fragrances like Emerald Green, Ruby Red, Sapphire Blue, and White Pearl. Each scent interprets the characteristics of the corresponding gemstones in olfactory form.

The THoO Collection explores creative freedom through fragrances like Just Before and The Time. These compositions connect various art forms and create unique scent experiences. The Time, for example, celebrates the ritual of tea drinking as a moment of calm in our hectic lives.

Particularly noteworthy are the brand's gourmand creations. Almond Harmony combines sweet almond with orange blossom and a warm, balsamic foundation. Grape Pearls dares the unusual combination of grapes, coffee, and Oud, while What About Pop transforms the concept of salted popcorn into a luxury fragrance.

Collaborations with renowned perfumers like Cristian Calabrò, Maurizio Cerizza, and Douglas Morel continuously produce innovative compositions. Special collaborations emerged with Canadian patissière Ksenia Penkina for Keep Glazed and graffiti artist KayOne for Each Other. These partnerships demonstrate the brand's commitment to artistic cross-pollination and creative innovation.

THoO positions itself in the premium niche segment with prices ranging from €220 to €250 for 75ml bottles. This pricing reflects the elaborate handwork, high-quality raw materials, and artistic design of the bottles. Each hand-painted bottle is unique, created through multiple color layers and individual patterns that make every piece distinct and inimitable.

The target audience for THoO consists of perfume enthusiasts who seek the extraordinary. All fragrances are designed as unisex and appeal to people who value individuality and Italian craftsmanship. The brand targets customers willing to invest in exceptional scent experiences and artistic bottles that serve as decorative objects beyond their olfactory purpose.

THoO perfumes are available through selected niche retailers, specialized perfumeries, and online stores. The limited availability emphasizes the exclusive character of the brand. At Parfinity, interested customers can order samples to test the fragrances before purchasing - an important service at this price point that reduces the risk of blind buying.

The brand places great emphasis on sustainability and ethical sourcing. The Oud used is sustainably harvested and ethically sourced. This responsibility toward the environment and producers is part of the brand philosophy and justifies the premium positioning in an increasingly conscious market.

The performance of the fragrances varies by composition, but most offer good to very good longevity and moderate to strong sillage. The quality of raw materials and careful composition ensure complex scent experiences that develop over hours. The brand's commitment to quality over quantity means each release is carefully crafted rather than rushed to market.