House of Aurae launches as Indian fragrance brand

A new entrant in India’s premium fragrance market, House of Aurae has launched with a range of perfumes, body mists, and hair mists designed to offer a personalised scent experience. The brand sources its fragrance oils from France and blends and bottles its products in India, with formulations tailored for Indian weather.

Positioned as a unisex brand, House of Aurae emphasises the role of scent in individual expression, with each product offering a high perfume concentration of up to 30% to ensure longevity, the new label announced in a press relesse. Its eau de parfums are designed to last up to ten hours, while its hair mists represent an underexplored category in the Indian fragrance industry. These are formulated to scent the hair without damaging it, while also enhancing shine.

“The fragrance industry is rich with creativity, yet often the deeper connection between scent and self gets overlooked,” said House of Aurae’s founder Ishi Agarwal in a press release. “At House of Aurae, we’re shifting that narrative. We believe fragrance is personal, emotional, and deserves understanding.”

The brand also aims to demystify fragrance through education, helping consumers understand scent layers, sillage, and the role of pH and memory in how a fragrance evolves on the skin. With premium packaging imported from Dubai and a focus on identity-driven formulation, House of Aurae enters the market with a focus on ritual, it announced.