It is that time of the year again: Scentbird’s Digital Fragrance Awards season. It comes as no surprise then that Bram Niessink, Founder and CEO of FUGAZZI Fragrances, is this year’s Rising Star Honoree–and it’s easy to see why. Selected for his brand’s rapid growth and distinctive identity, Niessink stands out from the crowd. A visionary in the truest sense of the word, he founded the brand after a trip to Egypt with his grandfather, inspired by the rich fragrance culture of the country. From the moment the Scentbird team first met him in 2024, his passion and clarity of vision stood out. Just six months later, FUGAZZI launched on Scentbird.
Since its launch in 2018, FUGAZZI has been taking the fragrance world by storm with their luxurious, playful perfumes. Under Niessink’s direction, the brand continues to expand into highly competitive markets and major retailers like Sephora. Each unforgettable scent–from the smoky gourmand Vanilla Haze to Angel Dust, a soft musk that is quietly confident–is an exercise in boldness and creativity. The brand name itself is a play on the word “fugazi,” or illusion, as Niessink tells us–but you’ll read all about that below in our exclusive conversation with him.
Niessink credits his upward journey to his sharp instincts. Like the fragrances his brand releases, he is bold and innovative, encouraging those around him to go for the kind of life they envision for themselves–and if you can do it smelling amazing, all the better.
Learn more about the man behind FUGAZZI Fragrances and this year’s Rising Star Honoree through our conversation with him below.
Tell us about your relationship with scent.
I’ve always been fascinated by scent because it’s invisible but incredibly powerful. It can completely change how you feel, how people remember you, even the atmosphere in a room. To me it’s the final layer that completes a person, something that creates presence before you even say a word. With FUGAZZI, fragrance is never just about smelling good. It’s about capturing a feeling, a moment, or a certain attitude and turning that into something you can wear.
When did you know you wanted to create a fragrance and how did you decide on the brand name?
I started FUGAZZI Fragrances in Amsterdam in 2018. It really came from curiosity and instinct. I wanted to challenge conventions and approach fragrance in a way that feels bold, modern and unapologetically different. From the beginning, it was never about playing it safe. The brand grew through experimentation, intuition and a constant drive to refine the craft. I’ve always embraced the process, learning by doing and pushing forward without following a fixed formula.
FUGAZZI is designed to attract. The name refers to something elusive, almost like an illusion, a feeling that can’t be fully captured but is impossible to ignore. For me that’s very similar to fragrance itself. Each scent tells a story worth smelling, crafted with essential oils and carefully selected ingredients. From the very beginning I wanted to create fragrances that don’t just follow trends or fit into categories, but transcend them. Each scent is made not just to be worn, but to be felt, leaving an impression that lingers long after the moment has passed.
The name FUGAZZI also tells part of that story. It’s a playful twist on “fugazi,” a word that suggests illusion. By changing the spelling and adding a Cyrillic-inspired touch, we kept the essence but turned it into something that reflects the rebellious, avant-garde spirit at the core of the brand. It’s not meant to be easily understood. It’s meant to make people stop, question and rethink what luxury really means. For us, luxury isn’t just something you see or touch. It’s a powerful force that creates unforgettable moments. That’s what we try to capture with our fragrances, turning experiences into lasting memories by pushing the boundaries of traditional perfumery.
To me, this is still just the beginning of the journey.
How have your tastes evolved over time?
In the beginning I was drawn to fragrances that made an immediate statement. Over time my taste has become more refined and balanced. Now I’m fascinated by contrasts within a scent: freshness with depth, softness with intensity, minimalism with bold character. That balance between edgy and elegant is something you’ll find throughout the FUGAZZI collection.
What is your strongest scent memory?
One of my strongest scent memories is from a trip to Egypt, discovering the smells of ancient oils. The aromas were rich, layered, and completely unforgettable, a memory that still sticks with me today and continues to inspire the way I create fragrances.
Tell us about the first fragrance you ever fell in love with.
Love, Don’t Be Shy by KILIAN PARIS. This was my first introduction to niche fragrances.
What is your favorite way to connect with your audience?
FUGAZZI has always positioned itself as more than a beauty brand. It moves through culture, design, nightlife and fashion. I enjoy connecting with people through those worlds. FUGAZZI is a lifestyle more than a brand only. Whether it’s through social media, events, or campaigns, the goal is to invite people into the universe of the brand. It’s about personality and energy.
What is the fragrance that makes you feel the most confident?
The fragrance that makes me feel the most confident is definitely Angel Dust. Everyone loves it, it’s addictive and unforgettable. It’s modern and effortless at the same time, and wearing it always gives me that instant boost of confidence. It’s exactly the kind of scent we aim for with every fragrance: memorable, long-lasting, and impossible to ignore.
What is the most empowering tip you’ve ever picked up?
The most empowering tip I’ve ever picked up is to trust your instinct. FUGAZZI grew through experimentation and learning by doing, not by following a fixed formula. Sometimes the best ideas come from ignoring the traditional rules. My grandfather always believed in following your instincts and staying curious, and I carried that into building the brand.
Is there a scent that feels symbolic of your success or journey?
Oudh Zuid. It was a store-exclusive when we opened our first flagship in Amsterdam, so it marks a big milestone for the brand.
How has your relationship with scent changed as your career has evolved?
When I first started, it was all instinct, I just followed what felt right. Over time, I’ve come to really appreciate the craft behind it: the ingredients, the balance, and how a fragrance evolves on the skin.
