Neydo: When Dreams Become Scent

“Dreams and perfume are woven from the same cloth. Neydo builds a bridge between these two worlds, revealing identity and journeying into unknown realms.”

— From Neydo’s former official manifesto

Basic Information
The Founder and the Origins of the Brand
The Brand’s Distinctive Approach
The Fragrance Lineup
1. The First Collection (2024)
2. Subsequent Creations (2024–2025)
By the Way…

Basic Information

Year founded: 2024
Brand owner: White Space Brand Lab / Current website operator: White Space Brand Lab L.L.C-FZ (a Dubai company)
Owner and Managing Director: Alexandra de Montfort
Official website: https://neydo.cloud
Official Instagram: @neydo.perfume

Additional note: Accounts of the founding country and operating base vary by source. Some describe Neydo as a “Swiss brand” based on corporate information for White Space Brand Lab in Zug, Switzerland, while the official Japanese press release states that it was “founded in France.” Separately from information about Nez commerce associated with the former website, the current official website’s terms explicitly identify White Space Brand Lab L.L.C-FZ in Dubai as the operating company. Rather than equating the founding location, corporate address, and descriptions used in distribution, this article treats the official Japanese account of “founded in France” and the current operator’s “Dubai location” according to their respective sources.

The Founder and the Origins of the Brand

The Person Behind the Brand: Alexandra de Montfort

Neydo was created by a woman named Alexandra de Montfort. Her earlier career with Rouge Bunny Rouge, the cosmetics brand she founded, is widely known in the niche beauty industry.

Alexandra once put it this way.

“I am a woman who grew up in a country that no longer exists: Yugoslavia. There is an inherent nostalgia and sentimentality in that fact, which I weave into my work.”

Having grown up in Yugoslavia and moved to London, Alexandra says she encountered Shiseido’s Féminité du Bois in 1992 and became captivated by perfume as a medium of expression. To her, it was “not simply a fragrance, but something that questioned, challenged, and inspired.” She says this experience gave her the conviction that concepts could be conveyed in liquid form.

In 2005, she founded Rouge Bunny Rouge in London. Translating Victorian fairy tales and a longing for alternative worlds into beauty and scent, the brand brought a distinctive worldview to niche cosmetics, and she was involved in its development for around ten years.

“Fragrance and beauty are art. Expressing yourself, creating your own signature, and letting your individual beauty shine: this is not an everyday routine, but magic in the real world.”

After leaving Rouge Bunny Rouge in 2015, Alexandra remained involved in the beauty industry as a freelance consultant. From 2021 onward, she led WSBL (White Space Brand Lab) from her base in Dubai in the United Arab Emirates, in the Middle East, and in spring 2024 unveiled Neydo as a new niche fragrance brand.

The Starting Point: The Phenomenon of “Olfactory Dreams”

Neydo took its inspiration from the rare phenomenon known as “olfactory dreaming.” While visual and auditory experiences in dreams are widely reported, only a minority of people actually experience scent in their dreams. A 1998 study found that olfactory and gustatory experiences occurred in only about 1% of the 3,372 dream reports collected.

Yet people who have experienced scent in dreams describe sensations far more intense than reality, accompanied by distinctive emotions. Neydo’s former manifesto expressed this experience in the following words.

“People who experience olfactory dreams describe sensations ten times as intense as reality, carrying emotions rarely encountered. Those who pay particular attention to the world of scent and connect with its network of sensations have the chance to dream bigger, stronger dreams accompanied by scent.”

Neydo’s website has also published content introducing scientific findings about this relationship between smell and dreams, forming an intellectual foundation for the brand.

The Birth of the Brand

Neydo was born from the idea of inviting these “olfactory dreamers” to submit their dream stories and transforming their experiences into scent.

Perfumers were redefined as “dreamcatchers.” Their role is to translate the nonverbal, inner worlds described by the dream narrators into the form of scent. In 2024, the first collection of six creations was unveiled.

The brand name “Neydo” comes from the name of an actual Buddhist monastery in Nepal’s Kathmandu Valley. According to a Russian-language introduction, Neydo is said to mean “the happy abode of the middle way” in Tibetan. Like monks who seek to quiet the mind and deepen their words by keeping a vow of silence, Neydo aims to express unspoken beauty and truth through scent.

The Brand’s Distinctive Approach

A Philosophy of Fragrance Creation

For Neydo, the source of olfactory inspiration is not fashion or aesthetic trends, but the human “subconscious.” Dreams move the emotions while remaining abstract and difficult to capture in words. Rather than primarily explaining a composition’s notes, as conventional fragrances do, Neydo presents dream narratives in language that evokes all five senses. Its design invites the person encountering the scent into a sensory experience that goes beyond language.

The invitation to submit dreams remains open. The Japanese launch announcement explained that anyone could send an account of their olfactory dream to “story@olfactory-dreamers.com.” The current official website also has a page for sharing dreams. This establishes a participatory creative process in which a selected dream could inspire the next perfume.

Bottles and Packaging: A Bridge of Morse Code

Morse code is the central motif of the packaging design. A system that allows communication through sound alone, it serves as a visual bridge between the dream world, represented in color, and the real world, represented in gray. The pattern of dots engraved on the bottle represents “dream” in Morse code, while the number attached to the bottle indicates the “date” of the dream. Within a simple yet striking design, the essence of the concept quietly resides.

Vegan and Cruelty-Free

All the creations are designed to be genderless and claim to be vegan and cruelty-free, with no animal testing. Integrity in materials and formulations is also part of the brand’s identity.

The Participating Perfumers

Neydo’s fragrances are created by several accomplished perfumers.

Bertrand Duchaufour: An independent French perfumer with an established record of creating for prestigious brands including L’Artisan Parfumeur, Penhaligon’s, and Comme des Garçons. For Neydo, his works include Wood Haze, Mossland, and Blond Redhead.
Julia Rodriguez Pastor: The creator of Berry Craving, Where Love Belongs, and other works.
Maud Chabanis: The creator of Far Very Far and other works.
Joëlle Lerioux Patris: The creator of Fiery Fig.
Soizic Beaucourt: A senior perfumer at Eurofragance and the creator of Breathe Out. She says, “In this creation, I wanted to reflect the contrasts in the dream: the purity of freezing air, the mineral steam of a geyser, and the warmth of a spicy drink.”

The Fragrance Lineup

Every Neydo perfume is inspired by a dream experienced by a real person. Its presentation includes the dreamer’s name, and the perfume’s name is accompanied by a date. The first collection in 2024 comprised six works, with further creations added continually; by autumn 2025, at least twelve were available.

The First Collection (2024)

Fragrance	Dreamer	Fragrance Profile	Perfumer
Berry Craving 23.06	Alice	Fruity floral	Julia Rodriguez Pastor
Where Love Belongs 22.07	Andrea	Floral woody	Julia Rodriguez Pastor
Far Very Far 18.08	Paul	Fresh marine	Maud Chabanis
Mossland 12.09	Roberto	Woody spicy	Bertrand Duchaufour
Wood Haze 01.11	Céline	Woody amber	Bertrand Duchaufour
Blond Redhead 16.11	Antoine	Gourmand fruity	Bertrand Duchaufour

Subsequent Creations (2024–2025)

Breathe Out 01.02 takes as its subject a dream in which a snowboarder falls on a mountain and wanders into a surreal journey in a cave in the snow. Created by Soizic Beaucourt, it is a genderless spicy-marine fragrance with salty, elemi, marine, and davana top notes, settling into a base of musk and sandalwood.

Alien Fruit 30.03 was born from Francesca’s dream of “a resort where exotic fruit grows.” Created by Duchaufour, this fruity fragrance bursts with notes including yuzu, pomegranate, and guava.

Fiery Fig 24.05 is a green-fruity creation inspired by a dream of flamenco music beneath a fig tree, depicting the sensual summer romance evoked by flamenco. It is the work of Joëlle Lerioux Patris.

Cloud Essence 28.08, Chasing Light 19.10, and Pulsation 11.07 are three new works added in 2025. Their respective themes are “a dream of pastel skies and a forest of sweet light,” “a dream of pursuing something beyond reach,” and “a dream of a night filled with rhythm and desire.”

The fragrances are eaux de parfum (EDP), primarily in 50 ml bottles. The official website lists 50 ml at €86. In Japan, they launched in advance at NOSE SHOP Takanawa on September 12, 2025, then expanded to multiple stores and the online shop on November 28 of the same year. The Japanese launch price was ¥16,500 for 50 ml, including tax.

By the Way…

The brand exhibited at the first Paris Perfume Week in March 2024, where a niche fragrance media reviewer described it as “the newest and most interesting discovery.” Duchaufour’s Wood Haze in particular was praised for “skillfully combining palo santo and sandalwood with spices and hints of chypre, enveloped in a mellow, mystical halo of wood.”

Neydo’s website functions not merely as a perfume sales site, but as reading material exploring the relationship between dreams and scent. It has published a range of content, including scientific research on olfactory dreams, reflections on paintings about dreams, and Tibetan Buddhist sleep yoga, or dream yoga, lending depth to the brand’s worldview.

Artist Bernardo Fleming presented “Dreaming in Smell,” an olfactory installation, at the Institute for Art and Olfaction in Los Angeles in 2021. He is one of the noteworthy artists whose interviews Neydo featured on its former website. Such dialogues with outside artists and thinkers also demonstrate the brand’s stance as an “explorer.”

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