Aiming at the $40.9bn (by 2025) premium fragrance industry, HOOHAA is a curated fragrance subscription service aiming to offer what we believe is a progressive retail experience. With 500 subscribers & featured in the likes of The Guardian & FT, they are raising funds to fuel their next stage of growth.

  • Over 500 subscribers since launching
  • Industry forecast $40.9bn by 2025
  • 18% monthly growth. Blended CAC at £35
  • Seen in The FT, Stylist, Grazia, The Guardian, The Sunday Telegraph


The fragrance industry is behind the world of online retail & mass perfumes are declining.

Today’s consumers want more authentic, transparent brands and the premium market looks to accelerate. With the fragrance markets projected to grow 5.5% during the period 2021-2026, the global perfume market has forecasted revenue of $40.9bn in 2025 with the UK currently making up 4% of this.

But niche fragrance can be costly and can be hard to find, even in large cities.

That’s why we created HOOHAA, a progressive fragrance retail experience.

We offer premium, niche fragrances on subscription, via our web-based platform. A curated sampling service helps customers make informed choices at an affordable price point. With new drops monthly, customers pick an Edit, for £14.95 per month and we do the rest. Delivering premium fragrances in minimal sustainable packaging.

This service is a win for our brand partners too. HOOHAA provides access to new audiences, increased brand awareness & it’s on our roadmap to share with them customer insights on preferences and reviews.

Since launching, we’ve proven the concept, with over 500 subscriptions & £150k raised. Achieving an average 18% MoM growth in subscribers, blended CAC: £35. We’ve also been featured in Grazia, Stylist, The Guardian & The FT

Now we’re raising to fuel growth by developing technology IP, customer acquisition, new hires & range expansion.


Having founded Vaunt in 2018, Lorenzo and Ryan believed there was a need for a platform that revealed parts of the fragrance industry rarely seen. Whilst aiming to educate and removing barriers between consumers and fragrance.

Lorenzo Vasini, Co-Founder & CEO - Experienced entrepreneur with a background in business development, digital strategy and consulting. Co-Founder of own-label fragrance Vaunt.

Ryan Hall, Co-Founder & Chief Creative Officer (Part-Time) - A successful creative entrepreneur and digital experience specialist. Founded and sold his digital agency twice, ending up in Accenture. Co-Founder of Vaunt.

Emily-May Hyde, Growth Exec - Responsible for customer growth, success and subscription ops.

Simon Fattuhi, CFO (part-time) Ex KPMG startup CFO and Advisor, worked with successful subscription companies including Lovespace, Cleancloud and Ella & Co. Works part-time.

Matt Hall, Tech Partner (part-time) - E-commerce agency owner. Owner of Hallway Studios, a Shopify specialist agency.

Brooke Belldon, Fragrance Lead (part-time) - An experienced Fragrance Industry professional, contributing writer, having worked with indie brands to help develop and educate customers.

Gordon Hall, Head of Logistics (part-time) - Runs our fulfilment and logistics operations.