Standard I
Emotion.
Not attention.
We don't care what it makes them think about you. We care what it makes you feel. Their attention is just the consequence.
About EXCEED
Family owned.
No investors.
No shortcuts.
The house
Two brothers.
One house.
EXCEED was founded by Josh and his brother Aaron. 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 we believe
Attention should never be the goal. It is just a consequence.
How we compose
The process.
01
Single materials.
First we test hundreds of single materials, one by one, until one of them holds our attention.
02
With Simone.
Then we work with Simone to build several different accords around that material. Each one is a different answer to the same question.
03
Or not at all.
Sometimes an accord hits the vision, and the project continues. Often it does not. And we end the project.
Milan · Moellhausen
A friendship
between families.
Our fragrances are created with the perfumers of Moellhausen in Milano, a family-owned perfume house with almost 60 years of expertise and home to some of the industry's most renowned master perfumers.
We came for the finest raw materials in perfumery. We stayed for a friendship.
Our standards
Three standards.
No exceptions.
Emotion.
Standard II
Purity.
Quality is the standard.
A great perfume never fights you. No stickiness, no headache, no synthetic shine, from the first spray to the last trace. It simply becomes yours.
Standard III
Balance.
Is the art behind it.
Nothing sticks out, nothing overpowers. Every ingredient has its place, refined over countless iterations until it feels like it always belonged together. Addictive, never exhausting.
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