INDEPENDENT & FAMILY OWNED
EXCEED was founded by Josh and his brother Aaron in 2021.
The house remains family-owned and independently operated. This allows us to create without trend forecasts, investor expectations or distant creative committees.
This independence is not a statement, it is what protects the product that reaches your skin.
WHAT DRIVES EXCEED
CHASE EMOTIONS. NOT TRENDS.
We believe like everything in life, fragrance should be about what you feel - not what others think. Not for approval, compliments or attention.
The way we bring this belief to life is by having a creative process around the feeling of a material, work with artists who understand our vision and reject every creation that fails to trigger the intended emotion.
"Attention should never be the goal. It is just a consequence." - Josh
FINDING THE EMOTION
THE CREATIVE PROCESS
First we test hundreds of single materials, one by one, until one of them holds our attention.
Then we work with Simone to build several different accords around that material. Each one is a different answer to the same question.
Sometimes an accord hits the vision, and the project continues.
Often it does not hit the emotional vision. And we end the project.
