BLNDRGRPHY: Cocktails to Wear

Blending means that, in this day and age, we are all mixing together. Skin colors, you, me: everything is part of it.

── Hyun Yeu, founder of BLNDRGRPHY

Essential Information

• Established: 2024 (launched December 15, 2024)
• Founder: Hyun Yeu
• Based in: Amsterdam, the Netherlands (fragrances filled and bottled in Grasse, France)
• Concept: OLFACTIVE MIXOLOGY, or the mixology of scent
• Official website: blndrgrphy.com
• Official Instagram: @blndrgrphy

The Founder and the Origins of the Brand

Hyun Yeu, the driving force behind BLNDRGRPHY, is a Korean-born designer, concept builder, and art director based in Amsterdam. He also runs Laboratory K, a concept store offering Korean cosmetics in the 9 Streets area of central Amsterdam, and has continued to translate Korean sensibilities for European consumers.

His serious involvement in perfumery began with HUNQ AMSTERDAM, a men’s fragrance brand he established around 2021. Its theme was to explore the ultimate masculine scent and capture it in a bottle, beginning with the proposition: “We are attracted to certain types of men and imagine their scents. It is all about chemistry.” HUNQ exhibited at Pitti Fragranze in Florence in 2022, with Hyun himself appearing as art director.

As he continued his work in design and concept development, Hyun gradually felt another desire. Could perfume be redefined not as a journey in pursuit of masculine archetypes, but as a moment in which people mingle and share time together? On December 15, 2024, BLNDRGRPHY was launched as his second brand. In February 2025, it exhibited at Esxence in Milan, presenting itself to international buyers and journalists as an emerging niche brand bridging Asia and Europe.

Having a wonderful time together over cocktails: I wanted to invite everyone into that kind of lifestyle. That was the starting point of this brand.

── Hyun Yeu, founder of BLNDRGRPHY

The name “BLNDRGRPHY” is a coined word joining BLENDER and GRAPHY, meaning writing or expression. The act of blending scent and the act of recording it and turning it into a story overlap within a single word.

What Defines the Brand

The brand’s concept is OLFACTIVE MIXOLOGY: the mixology of scent. Just as a bartender selects ingredients, deconstructs them, and reconstructs them into a cocktail, Hyun takes apart emotions, places, and human connections and assembles them anew as fragrance. Although each creation in the collection begins with a particular cocktail, its purpose is not to reproduce the drink itself. Rather, it seeks to evoke in scent the nights, conversations, and memories in which that cocktail was present.

Moving beyond the boundaries of traditional perfumery, we blend scent, vision, and memory, transforming perfume into a living work of art. Every scent in the collection is a blend of emotions, places, and connections, inspired by cocktails that capture the essence of unique moments.

── From the official BLNDRGRPHY brand story

The philosophy of blending embodied in the brand name extends to the bottles and packaging. Six materials, concrete, wood, glass, metal, plastic, and paper, are deliberately brought together in the outer packaging to form a single box. Hyun himself calls this “blendography,” positioning the mixture of materials as a metaphor for the way people today mingle across nationality and skin color.
The full-size 100 ml bottle is housed in an inner case made from a functional stainless-steel cocktail shaker, so the experience begins, from the moment of opening, as though one has taken a seat at a cocktail bar.

A consistent approach to composition runs throughout the brand. All five fragrances are created at Extrait de Parfum concentration and bottled in Grasse, France. They are composed by a team of several perfumers, primarily French, with leading European creators such as Camille Chemardin, Anne-Sophie Behaghel, Pauline Jegousse, and Margaux Le Paih Guérin responsible for individual works. Rather than straightforward, linear scents, they share “transitional” compositions whose character changes with time.

I don’t make boring things.

── Hyun Yeu, founder of BLNDRGRPHY

The Fragrance Collection

The first collection consists of five extraits de parfum, each taking a cocktail as its starting point. Every full-size 100 ml bottle comes with a stainless-steel shaker as its outer case.

01. Jasmin Martini

Perfumer: Camille Chemardin

A fragrance that pours the tension of a dry martini and the luster of jasmine into a single glass. Juniper berries, gin, grapefruit, lemon, and pink berries rise sharply, while olive and wine lees add a touch of saltiness and a sensuous haze. Jasmine opens elegantly from within, with ISO E Super, ambroxan, and leather in the base extending the finish. Hyun explains that he translated the saltiness of olive juice into a “watery, aquatic sensation,” giving an otherwise clean fragrance the depth to live up to the name “dirty martini.” Floral, aquatic, and a little boozy, it transfers that taut moment before a martini directly onto the skin.

02. Patchouli Mojito

Lemon, eucalyptus, mint, and lime burst open at the top, followed by a heart of cedarwood, cashmeran, sandalwood, patchouli, and a sweet suggestion of sugar. ISO E Super, ambroxan, and white rum settle into the base, leaving the impression of a mojito poured into a chilled glass slowly warming on the skin. Its distinctive approach treats patchouli not as earthiness but as part of the coolness alongside mint and eucalyptus, with refreshment and calm arriving in alternating waves.

Patchouli takes a lighter, sweeter approach here. Not too heavy, not too earthy, not hippie.

── Hyun Yeu, founder of BLNDRGRPHY

03. Vanilla Mudslide

Perfumer: Anne-Sophie Behaghel

This fragrance brings the Mudslide, a cocktail of chocolate, rum, cream, and coffee popular in the 1990s, back to life as a contemporary scent. Sweet and bitter almond, butter notes, coconut milk, cocoa, coffee, vodka, and davana overlap, with ISO E Super, ambroxan, and white musk settling into the base. While vanilla perfumes often lean toward confectionery sweetness, Hyun created this one with a firm intention: “It must not become like food; it must remain a perfume.”

There are many beautiful vanilla perfumes. But I wanted to finish this as a perfume, not a scent that makes people say, “You smell like a banana.”

── Hyun Yeu, founder of BLNDRGRPHY

04. Amber Negroni

Perfumer: Pauline Jegousse

A fragrance that depicts the bitterness and sweetness of a Negroni as a chorus of oranges. Sweet orange, bitter orange, mandora citrus, and tangerine rise “as though competing to be the star,” before latte chocolate, heliotrope, caramel, and vanilla in the heart quietly reconcile the contest. Gin, vermouth, piri piri (an African chili), ISO E Super, and ambroxan lie in the base, giving the composition a gastronomic character without losing its outline as a perfume.

All sorts of oranges are running wild, each trying to steal the attention. So I gently reined them in with chocolate and caramel, bringing them back into a perfume.

── Hyun Yeu, founder of BLNDRGRPHY

05. Santal Painkiller

Perfumer: Margaux Le Paih Guérin

A more refined interpretation of the Painkiller, the tropical cocktail of pineapple, coconut, and rum enjoyed at Caribbean resort bars. Cardamom, nutmeg, and cinnamon cast shadows across the tropical outline drawn by pineapple, coconut, and rum, while plum, smoked wood (cade), sandalwood, ISO E Super, and ambroxan quietly shift in the base.

A Painkiller is the next step up, the drink you order instead of a piña colada at a high-end hotel bar. I made that same profile into a perfume in a more sensual form.

── Hyun Yeu, founder of BLNDRGRPHY

By the Way

The brand name “BLNDRGRPHY” is known for its distinctive vowel-free spelling. Pronounced “blendography,” it can be unpacked as “BLENDER + GRAPHY,” a combination of one who blends and the act of recording.
Alongside this brand, founder Hyun Yeu also leads the men’s niche fragrance house HUNQ AMSTERDAM and the Korean cosmetics concept store Laboratory K in Amsterdam. BLNDRGRPHY is therefore his third independent brand.
Perfume is positioned as a medium that delivers three actions, blending, designing, and telling stories, to the skin in their most concentrated form.