per fumum . Perfumarie

Per fumum (latin) =
through smoke.

We celebrate the invisible, the connection that evokes lasting memories and emotions.


Cultivating a Culture of Innovation

Dedicated to all things sensory, we invite entrepreneurs, makers, and businesses to work together in a collaborative environment.


SoHo Beacon is a global collective, retail lab, and private club for sensory adventurers at Perfumarie. We explore new boundaries in consumer insights, selling, and sensory experiences.

Together, we are at the crossroads of beauty, fashion, wellness, art, food/flavors, hospitality, sound, science, consumer/retail tech, apps & services, travel & design.

Home base to startups and established companies building sensory-forward innovations, our 2,600+ sq. ft. SoHo, New York City flagship and spotlight labs around the country offer an open-source platform for businesses that can benefit from ongoing consumer interactions, retail sales, introductions to buyers and media, growth hacking, and/or operations and business administration support.

The retail landscape is rapidly evolving. More than ever, there is a need for sensory ventures to regularly test products and engage with consumers in an authentic and transparent way.


Perfumarie's growth-hacking team of experts are on hand to help emerging and established brands connect with consumers, buyers, influencers, suppliers and key media.

  • SoHo Beacon, our invitation-only private club and collective, unlocks endless prime exhibit and demo opportunities.

  • An experiential retail model that is turnkey and gets you click to brick, Perfumarie is a superior to trade shows and pop-ups for those that are serious about sustainable growth.

  • Our open-sourced, hospitality-forward universe supports our makers with thoughtful mentorship, resources, and access to a network of solutions for growing venture needs.

  • Perfumarie’s Innovation Lab offers on-demand support to brands with trainings, product development, consumer insights, warehousing, logistics, and brand management (public relations, business development campaigns, etc).

click to brick

Click to Brick

Keep up to 100% of sales! Our membership-driven collective gathers consumers and serves as a launchpad for you to design, test, improve, build, work- while you learn, improve, and sell. Your monthly cost for your home with us is scalable so you can grow.


Simple Setup

Connect and collaborate with our growing community of >18k passionate Members (consumers, press, & industry experts) from around the world within weeks.


Apply to Exhibit

Submit product samples for consideration to Perfumarie, 155 Lafayette Street, New York, NY 10013; Attention: Brands, then complete this form. We do our best to get back to each applicant within 2 weeks of receipt.

Perfumarie’s inclusive world celebrates people, unite businesses and give them superpowers.
— Mindy Yang, Founder & CEO