About Us

In the middle of Manhattan’s noise and chaos, Danila Mirolyubov (he/him) has quietly built something that feels both intimate and radical. A musician, songwriter, and visual artist by trade, he never planned to build a fragrance empire. HAUS OF SMELL, his natural botanical scent line, started as a personal side project—his “creative hobby” between recording sessions and songwriting marathons. Within weeks of launching, it turned into one of New York’s most talked-about indie fragrance brands.

“I thought it would be a tiny boutique experiment,” Danila says, sitting in his compact, sunlit studio. “I made the scents for myself and my friends. I didn’t even post on social media when I opened the Shopify store. But suddenly, orders started pouring in. I was hand-packing boxes at midnight, and by week two, I realized I needed help.”

Danila’s story reads like the kind of immigrant dream New York loves to tell, except this one is layered with grit and artistry. Born in Siberia, he moved to the United States at 19, chasing not just opportunity but a vision of freedom and creativity. Music was his first language in America. A self-taught artist with a deep love of pop culture and queer aesthetics, he made a name for himself as a bold performer and songwriter before ever blending his first scent.

“Music taught me how to build moods,” he says. “A song is a scent you hear. A fragrance is a song you smell.”

The Birth of HAUS OF SMELL

The seed for HAUS OF SMELL was planted when Danila started experimenting with botanicals as a way to create a sensory universe that matched his music. “I didn’t want perfume that smelled like everything else,” he explains. “I wanted something that was alive, raw, and natural.”

In 2025, after months of late-night lab sessions and sourcing pure, sustainable ingredients, Danila registered the Shopify store. Without ads, influencers, or campaigns, word spread. His first line of home and body aromas—crafted without alcohol or synthetic perfumes—sold out faster than expected.

“It was surreal,” he laughs. “I thought I’d sell a few bottles here and there, but within days, I was packing dozens of orders. Friends came to help because I couldn’t keep up.”

A Brand That’s Unapologetically New York

HAUS OF SMELL is rooted in New York’s energy. The aesthetic is sharp and minimal—black-and-white labels, futuristic typography, and an underground cool that feels like a SoHo gallery colliding with East Village nightlife. Each product is an ode to the city’s contrasts: natural but urban, clean but bold, quiet but unforgettable.

Danila insists on a zero-compromise philosophy:

No alcohol. No synthetic fragrances. No fillers.
100% pure botanicals and essential oils.
Small-batch hand-made production to keep every blend fresh and intentional.

The result? A product line that doesn’t smell “designed” but alive, evolving on the skin like a living memory.

The Artist’s Touch

As a musician, Danila approaches scents the same way he writes songs: with layers, rhythm, and storytelling. “When I build a fragrance, I think of it like a tracklist,” he says. “There’s a top note, like a chorus that grabs you. Then a middle note, like a verse that unfolds. And the base—that’s the deep beat that stays with you.”

His background in performance and songwriting adds a distinct edge to the brand. HAUS OF SMELL doesn’t just sell products; it sells moods—pieces of Danila’s artistic world bottled for anyone to experience.

Organic Success and What’s Next

Forbes-style success stories often involve massive marketing budgets and big investors. Danila’s rise was different: word-of-mouth, authenticity, and artistry. “I didn’t pay for ads,” he says. “People found us because the products spoke for themselves.”

Now, with orders coming in from across the country—and whispers of international interest—Danila is expanding his team and preparing to scale up production while staying true to the brand’s clean ethos.

Danila’s Vision

When asked if HAUS OF SMELL is his new “main job,” Danila smiles. “Music will always be my core. But this brand is part of the same art. It’s just another way of telling my story.” His goal? To create a symbol of modern, clean, queer New York luxury—a brand that feels personal, rebellious, and timeless.