The Studio

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cent.pm was born from the dialogue between a photographer and a perfumer. This dialogue continues to shape our way of creating: attentive, slow, and sensitive to what is often overlooked.

cent.pm is a studio based namesake brand built by a perfumer and a photographer. The name comes from the street number of the first studio 100(cent in French), and from pm, the abbreviation of précieux moments.

Guided by necessary creation rather than constant novelty, each formula is developed slowly and refined until it carries its own atmosphere with clarity. Our work moves between science and art, image and scent, intimacy and space. Through perfume, cent.pm seeks not to instruct perception, but to create conditions for recognition: a quiet correspondence between what is made and what is remembered.

Creative director Xiner (left) and perfumer Haoyuan (right) photographed in their studio in Paris, 2024

Creative director Xiner(Singer) Xu, trained as a photographer at the Royal College of Art(RCA), London and work as a multidisplinary image artist. She leads an uncompromising standard for visual quality at cent.pm and elevates user engagement experience through product designs that builds a consistent narrative. In her view, brand values are not told, but shown; they must be tangibly perceived before they can be believed.

Grown up in the South of China, perfumer Haoyuan has always been obsessed with the wild and unbridled growth of plant in nature. He believes in heart that smell is the ultimate language, upon which communication between human and nature can truly be achieved. Systematically trained by ISIPCA and IFF-LMR, Haoyuan seeks to reawaken the sense of olfaction dulled by modern life, by creating both physically and emotionally evoking scent with the best natural raw materials available.