THE REBRAND

58 scents dropped, ~100 more on the way.
Wave II scheduled for early November 2026.

The Rebrand

Stepping Into Our Next Era

Vice of Vieve started in a cramped 500-square-foot studio with a clear mission: hand-crafting high-concentration, unfiltered artisan fragrances. As our house grew, keeping up with demand required more than just pouring faster. It meant growing up.

We rebranded not to change who we are, but to elevate how we deliver our work to you. From expanded studio space and permanent artisans paid a true living wage, to custom-molded vessels and hardware, this evolution is built to support the future of our craft.

The Unbranded Box

Part of growing up meant rethinking traditional luxury packaging. Standard beauty boxes are engineered to be torn open and thrown in the trash within seconds—a wasteful cycle we refused to participate in.

If you’ve held one of our new fragrances, you’ve noticed the outer packaging: a heavy, stealthy, matte-black rigid box with no giant logo stamped across the front.

We left the exterior entirely unbranded on purpose.

By keeping the box completely clean, it ceases to be commercial garbage and becomes a keepsake meant to live permanently in your space:

  • Travel Safe-House: Heavyweight, custom-fitted protection for your bottles on the move.

  • Vanity Storage: A minimal, clean vessel for jewelry, incense, or daily essentials.

  • Reusable Architecture: A high-end box ready to be reused to mail or gift something precious.

True luxury doesn't need to shout its name across disposable paper. It is quiet, functional, and built to endure.

Intentional Evolution

Every single detail of this rebrand was reshaped by directly listening to our community:

  • Shatterproof Heavyweight Vessels: Our new frosted 4oz jars deliver the weight and feel of custom glass, but are manufactured from premium recycled materials so they won't smash on bathroom tile with wet hands.

  • Deliberate Sizing: We streamlined our catalog volumes so you can finish every drop at peak freshness before the raw notes ever oxidize.

  • Upgraded Hardware: We retired finicky dropper systems in favor of custom-molded black pumps for a smooth, flawless application every time.

Vice of Vieve has always been about the art inside the glass. This rebrand simply gives those formulations the housing they deserve.

— Vieve

Founder & Perfumer