A Fresh Wind in Niche Perfumery: twentysecondofmay
PlezuroMag
When Luisa Graßl and Morgan Fassbender founded twentysecondofmay, they weren’t simply launching a perfume brand–they were bottling emotions, relationships, and shared moments.
Photo provided by the brand
The name itself is a testament to this ethos: May 22, 2015, the day their relationship began. “At twentysecondofmay, everything revolves around relationships (be it with a partner or with friends/family) and moments and memories that everyone can relate to,” says Luisa.
The date, blooming with significance, also evokes the spirit of May: the start of summer, a season of energy, renewal, and possibility.
The idea first took shape in 2019 in Luisa’s childhood bedroom. “We wrote a concept in our Frederic Malle notebook,” recalls she. “When we see the concept today, we have to laugh because, of course, everything turned out completely differently. Back then, we didn't even know where to start.”
Luisa Graßl and Morgan Fassbender / Photo provided by the brand
It wasn’t until 2023 that the pair committed fully to bringing their vision to life. With Luisa’s background in perfumery—an apprenticeship, years on the beauty buying team at a major German department store, and a degree from the Bundesfachschule des Parfümerie-Einzelhandels—and Morgan’s sharp aesthetic sensibility, they began crafting a brand that would stand out in the niche fragrance world.
“We always said that no matter how beautiful everything else might be, the fragrances had to be just perfect,” says Luisa.
Launched on March 22, 2025, twentysecondofmay entered the market with a small but powerful collection of extrait de parfums—highly concentrated, long-lasting, and storytelling at their core. With perfume oil concentrations of up to 30%, the line prioritizes quality, intensity, and the use of natural ingredients wherever possible.
Photo provided by the brand
Each scent has its own narrative and identity.
Bee’s Home and Frosted Flame were created by renowned perfumer Christian Carbonnel. The latter contains 28.5% perfume oil, the regulatory maximum for that formula.
Sunbeds & Daydreams, a name as dreamy as its composition, was crafted by Alice Le Berre of Robertet in Grasse.
Roots of Kente was composed by Joschka Klee, bringing a different creative energy to the project.
The creative process behind these perfumes is documented with behind-the-scenes vlogs on their YouTube channel, offering a transparent and engaging glimpse into the craftsmanship behind the brand.
The new brand stands at the intersection of tradition and innovation—deeply personal, but refreshingly modern.