It is all about perfumes and fragrances today. And on that note, we want to bring you an inside look into a Singapore-based haute perfumery brand called Maison 21G. 

Founded in 2020, Maison 21G aims to make personalised perfumery accessible for all. The company says it is the first collaborative perfumery house for the luxury lifestyle generation, who wants to stand out from everyday common scents. But what does this mean? 

And of course, we can’t escape from talking about business models, and dollars and cents. The company achieved US$3 million in revenue in 2021 and said it is the number four brand in perfumery in Singapore behind players such as Chanel, Christian Dior and Jo Malone. 

It closed its series A funding last April  to expand the company’s footprint and reach within Asia and also in the Middle East, and grow the team. But what is the status right now?

On Under the Radar, finance presenter Chua Tian Tian posed these questions to  Johanna Monange, Founder & CEO, Maison 21G.