Brahim Hassine

Brahim Hassine is an independent perfumery writer based in Paris and the editor of Pschiiit. The whole thing started in the family wardrobes: as a kid he would spray whatever lived there, mostly Azzaro, a scent that had no business on a 14-year-old. In 2016, his first paycheck bought his first niche bottle, Armani Privé Rose d'Arabie, and the oud in it was a revelation. He has been collecting designer and niche perfumes ever since, and Paris Perfume Week convinced him to turn the obsession into a magazine.

His one house rule: he wears a perfume on skin before writing a word about it. When a sample comes from a brand, the article says so. Reviews, ratings and rankings are never for sale.