January 21, 2025 |
27 87 is the Barcelona-based fragrance brand crafting evocative, unisex scents that defy convention and invite personal connection. Founded in 2016 by businesswoman Romy Kowalewski, the label, which is known for its subversive, hand-picked, high-quality ingredients, is fuelled by her “passion for scent as a personal and creative expression,” she says. “The idea [for the brand] was to break free from the traditional boundaries of perfumery and design something that felt real, raw and connected to the now.”
Describing her craft as “chemistry as an art form”, Kowalewski takes a bold approach to perfumery. “At 27 87, we believe in rewriting the rules of perfumery,” she says. “Our philosophy is rooted in co-creation, inviting wearers to be part of the process. Fragrance isn’t just something you wear; it’s something you live, layer and make your own… Every fragrance is designed to resonate emotionally, acting as a wearable statement of individuality.”
Designed with self-expression in mind, 27 87 perfumes are meant to layered and experimented with however best suits you. Perhaps that’s a spritz of Flâneur on the wrist and a pivot out the door or a generous lathering of Per Sē and Rule of 72 just to stay at home. It’s up to the wearer to work it into their daily life. “Our hope is that each scent becomes a part of the wearer’s personal story. Something that amplifies their mood, sparks connection and feels entirely new and their own.”
Each bottle of 27 87 perfume – aptly distilled in 27ml and 87ml bottles – is a minimalist masterpiece; it’s sleek, monochrome design a stark contrast to the olfactory magic inside. Kowalewski says, “The design is about intention. Clean, bold, and stripped back. It reflects our focus on substance over excess, letting the fragrance take centre stage. The simplicity of the bottle mirrors our approach to scent: modern, impactful, and all about the experience it creates – a blank canvas.” But don’t be fooled by the understated exterior – these fragrances are designed to make a statement and to tell a story. Take #Hashtag, for example, a heady blend of metallic aldehydes and pink pepper that aims to capture the digital pulse of our era, or Elixir de Bombe, a provocative explosion of plum, vanilla and tobacco that lingers long after it’s sprayed. “The themes come naturally,” says Kowalewski, “often sparked by emotions or shared experiences. Wandervogel is one example – it captures the freedom of wandering, the thrill of breaking away from the ordinary. Its layered composition reflects this journey: fresh citrus and herbs evoke exploration, while moss and woods ground the experience in connection with nature. The amber-spice base wraps it all up in comfort, reflecting the inner discovery that comes with adventure.”
The perfume Genetic Bliss is a particular stand out. An innovative, molecular fragrance that works to enhance and adapt to the wearer’s natural aroma, it’s a total game changer. “Genetic Bliss is about pushing boundaries and redefining what scent can be. It was one of the first scents on the market that used Akigalawood. Still today, it’s one of the most progressive scents out there. Molecular notes also interact with the wearer’s skin chemistry to create something entirely unique. An evolving, personal experience. It’s a scent that feels alive and intimately connected to the wearer. People love its adaptability and its ability to blend effortlessly into their own stories, making it a perfect example of our philosophy in action.”
Concocting these incomparable aromas is a collaborative act. Working closely with the world’s best perfumers – Shyamala Maisondieu, Jordi Fernandez, Mark Buxton and Gaël Montero to name a few – the process begins with a story, a “moment, a vibe, or a feeling that captures the essence of modern life”. It’s intuitive too; inspiration often strikes in unexpected places. “Art, travel and human connection are big inspirations, but it’s also about creating something that sparks curiosity,” Kowalewski says. “[Our perfumes are] made for people, not for labels.”
Conceptually speaking, 27 87’s Spanish home base plays a part in the conception of its scents. “Barcelona’s vibrant energy and its cultural rhythm deeply influence what we do. The Mediterranean vibe, with its sense of openness and bold contrasts, is woven into our approach. The city’s mix of heritage and innovation mirrors the duality in our fragrances,” says Kowalewski.
In a world oversaturated with perfumes to pick from, 27 87 is a breath of fresh air – though “fresh” hardly captures the daring, sometimes intoxicating profiles they offer. It’s a brand for those who view fragrance not just as an accessory, but as an essential form of self-expression. With its unapologetic creativity and refusal to conform, 27 87 is redefining what it means to wear perfume in the 21st century. “I hope to see the industry evolving toward authenticity and personalisation; that’s exactly where we thrive. Artistic perfumery shouldn’t be about following trends. It’s about creating something that feels cutting-edge, real and personal. 27 87 is here to lead that change, crafting fragrances that challenge conventions.”
So what can we expect in the future? “Without giving too much away, we might have gone bananas :),” Kowalewski says. “So, mark April 27 in your calendar – it’s a date you won’t want to miss.” Be sure to keep your eyes peeled, because whatever is coming next, it’s certain to smell like you.
Photography courtesy of 27 87.
Romy Kowalewski
