Where did the name come from?
Rouche takes its name from "ruche," a decorative trim in fashion that adds texture, depth, and elegance to a garment. Just like a well-placed detail completes an outfit, our fragrances are the finishing touch, an invisible embellishment that enhances your presence and leaves a lasting impression. More than just a scent, Rouche is an accessory for your individuality.
Hi! We’re Jess and Eds, and we’re the new owners of Rouche.
Rouche started with our dear friends Norah and Edgars who built a fragrance brand constructed around a simple belief that perfume can be more than something you wear. It can create moments, hold memories and become part of your everyday story.
We've been lucky enough to watch Rouche grow from the beginning. We were obsessed with the fragrances, loved what our friends were creating, and perhaps took our supporting roles a little too seriously.
Somewhere along the way, Rouche became part of two of our biggest moments.
Our engagement started with what Jess thought was a lifestyle photoshoot for Rouche at the Sydney Botanic Garden. Getting dressed up and taking some photos for our friends? Nothing suss about that.
Except, while Jess was holding a bottle of perfume, Eduards was down on one knee behind her.
For a moment, she genuinely thought that was part of the shoot too, then it clicked. Making it a fairly memorable day of “helping out with content.”
Rouche also came along to our wedding. As her something borrowed, it was a bottle of Slow Burner from Norah. A fragrance created by our friends had quietly become part of one of the most important days of our lives.
So when the opportunity came for us to take over Rouche, it felt like a very natural next chapter.
Jess brings her background in sales, a love of fashion, and a genuine appreciation for the way fragrance can be the finishing touch to an outfit. Eduards brings his experience as a content producer and photographer, along with plenty of ideas for bringing the Rouche story to life.
Although, admittedly, the proposal shoot may be difficult to top.
We’re proud to continue what our friends started while bringing our own energy, ideas and perspective to Rouche.
Our goal is simple: to keep creating and sharing fragrances people genuinely love, introduce Rouche to more people, and grow the brand while staying true to what made us fall in love with it in the first place.
Rouche already means so much to us.
We’re excited to see what it comes to mean to you.
The term "clean" can mean different things to different people. In the industry, "clean" isn’t regulated, and at times, the word can be used in ways that can create unnecessary confusion.
We want ROUCHE to be a forward-thinking brand. Our commitment to thoughtful formulations, high-quality ingredients and sustainability remains at the core of everything we do.
We take safety seriously. All our fragrances are vegan, cruelty-free, and meet the rigorous standards set by the International Fragrance Association (IFRA). These guidelines ensure that only safe ingredients make it into our scents, with anything toxic or harmful being banned or restricted. Our scents are made with a high-end blend of natural ingredients and safe synthetics and do not contain parabens, phthalates, preservatives or synthetic dyes.
By following IFRA’s code of practice, we make sure our fragrances are not only beautiful but also safe for both you and the environment.
Our commitment to sustainability is woven into the very fabric of our brand. We understand that luxury does not have to be at odds with responsibility, and thus, we endeavour to utilise ingredients that are kind to the Earth.
At ROUCHE, our fragrances contain both natural and synthetic ingredients in our fragrances.
We appreciate botanical ingredients for the unique character they bring, but natural doesn’t always mean safer. In fact, some synthetic ingredients can be less likely to cause allergies compared to certain natural ones.
Harvesting natural materials for fine fragrances often requires vast amounts of botanicals for just a small yield, and many of these resources are at risk of overharvesting or becoming endangered. With that in mind, we sometimes opt for formulas that contain nature-identical synthetics. Not only is this a more sustainable and thoughtful choice, but it also expands the possibilities for curating truly exceptional fine fragrances.
