In 2010, Juliette Has a Gun introduced a fragrance unlike any other: Not A Perfume. A minimalistic scent, it defied traditional perfumery by using just a single ingredient—Cetalox. With none of the usual top, heart, or base notes, Not A Perfume quickly became a cult favorite. Now celebrating its 15th anniversary, this fragrance continues to thrive, with a bottle sold every 70 seconds worldwide. It has even expanded the collection which includes a Hair & Body Mist, Shower Gel, Candle, and more. Not A Perfume has proven that sometimes, less IS more.
To understand the magic behind this iconic scent, we spoke with Romano Ricci, Co-Founder and Brand Director of Juliette Has a Gun.
“Not A Perfume” has evolved into a global sensation, with a bottle sold every 70 seconds worldwide. What do you think makes the fragrance so universally appealing, and why has it resonated with such a broad audience?
RR: I think Not A Perfume resonates with people because of its simplicity and purity. In a world where fragrances are often complex, layered, and sometimes overwhelming, Not A Perfume is the opposite—it’s minimalist, clean, and skin-like. It’s not trying too hard, and that’s exactly what makes it special. Plus, Cetalox, the single ingredient in the fragrance, reacts uniquely to each person’s skin, making it feel personal and intimate. It’s almost like an olfactory signature that adapts to you rather than the other way around.
“Not A Perfume” has been such a game-changer in the fragrance world. What do you think makes it so different from other perfumes on the market?
RR: It breaks the rules. Most perfumes are compositions of many notes blended together to create a story. But Not A Perfume is made with just one ingredient—Cetalox—traditionally used as a base note. It’s pure, allergen-free, and has this incredible ability to enhance the natural scent of the wearer rather than mask it. It’s almost anti-perfume in its approach, yet that’s what makes it stand out. It’s a radical concept: a fragrance that is not a perfume.
When “Not A Perfume” first launched, did you ever imagine it would become such a global hit? What was your reaction when you saw how quickly it was embraced?
RR: To be honest, I took a risk with Not A Perfume. It was a bold move to release something so unconventional in an industry that thrives on complex compositions. But I had a feeling that people were looking for something different, something pure and modern. The response was beyond my expectations. Seeing it become a bestseller worldwide and knowing that people truly get it—that’s been incredible. It reassures me that sometimes, less really is more.
It’s amazing how versatile “Not A Perfume” has become. Do you have any fun stories or feedback from people who wear it and love how it adapts to their own unique scent?
RR: Absolutely! I think the reaction I like the most is the confusion when somebody asks what perfume you are wearing when it is NOT A PERFUME. The product’s name is very playful and unforgettable. It’s catchy and it probably helps trigger some of its attraction. It adds an element of curiosity. People come to fragrance stores looking for NOT A PERFUME – Ironic! Another fun part of having such a name is the mystery it entertains when you talk about it:Q: What’s your perfume? A: It’s Not a perfume
To which a curious mind will add: what do you mean? And that is when your customer becomes your best advocate. A timid mind however will linger on what made them smell so good and will regret not asking the question to their unresolved answer.
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Fifteen years after its debut, Not A Perfume remains one of the most unique scents in the industry. Its simplicity, and ability to enhance rather than overpower, and the thought-provoking name have all contributed to its success in the scent community. With an expanding product line—including a Hair & Body Mist, Shower Gel, Candle, and more—it’s clear that Not A Perfume is more than just a fragrance; it’s a reminder that sometimes the best products come from thinking outside the box.
Learn more about Juliette Has A Gun, and shop the full Not A Perfume collection here
