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! My name is Norah, and I am the human behind ROUCHE.
Rouche was born out of a period of nostalgia, a longing to hold onto a feeling. After my wedding in March 2023, I found myself chasing the high of that day, struggling to return to normal life. It felt surreal how quickly it all passed, and I kept reaching for my wedding scent, wandering in and out of the bathroom just to take a desperate whiff, like a perfume-obsessed detective hunting for clues. With every inhale, I was back in that moment: the laughter, the warmth, the love. That scent became my portal to a memory I never wanted to fade.
"Does the world really need another fragrance brand?" I went back and forth over that question for weeks. The industry, much like fashion, is overflowing with excess, artificiality, and brands built more on marketing than meaning. But scent isn’t just a product, it’s an experience, a time machine, a story in a bottle. I wanted to create fragrances that could do the same for others—bottling emotions, moments, and memories so they could be revisited with just a whiff.
I also believe fragrance shouldn’t be reserved for special occasions or feel like an exclusive luxury. Perfume is just another accessory, a little confidence boost that anyone can enjoy, something to throw on effortlessly, like your favourite pair of earrings or a well-loved jacket.
So, I decided to create Rouche the right way. Not just another fragrance brand, but one that values accessibility, transparency, and a clean-conscious approach. Working with local manufacturers who share my commitment to ethical sourcing, we create fragrances that are free from parabens, phthalates, and unnecessary additives, scents designed to linger, evoke, and take you somewhere meaningful.
Because fragrance isn’t just something you wear, it’s something you feel.
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.
