Nick Hoang on the emergence of d'Annam
From TikTok to perfume shops, everyone is talking about the Vietnamese niche fragrance brand d'Annam. So we thought it was the perfect time to hear what the founder and creative director, Nick Hoang, has to say. We're delighted Nick agreed to tell us more about his excellent collections, and are guessing you will be too...
Q. How did you first become involved in the wonderful world of fragrance?
A. My wife was passionate about fragrance long before I was. After accompanying her on shopping trips, I became captivated by the scents from niche brands and the way fragrances have the power to tell stories.
Q. We read that d'Annam was born out of your nostalgia for the natural beauty and scents of your childhood in Vietnam, which you missed while living in New York. Which childhood environments most influenced your initial fragrance concepts?
A. I had a beautiful childhood in the Vietnamese countryside. Some of my fondest memories were the months I spent at my grandmother's house each year — those moments deeply shaped me. They also inspired some of the fragrances in our first collection, like In The Garden and White Rice.
Q. You've said that the Enchanting Vietnam collection is "a love letter to Vietnam" — if you had to use words instead of scent, what is one sentence you might write?
A. Vietnam, thank you for being my home — a place where the scent of monsoon rain, the laughter of market vendors and the warmth of shared meals come together to create the most beautiful tapestry of life.
Q. And how would you describe d'Annam's olfactory aesthetic in 3–5 words?
A. Calming, delightful and authentic.
Q. How did you select the IFF perfumer, Anh Ngo, as your collaborator?
A. Anh was still a trainee when I first met him, but I was determined to work with a Vietnamese perfumer, so I took a chance on him — and he took a chance on me. When I received the first samples, I knew I had lucked out. Anh is incredibly talented, and his style of perfumery aligns perfectly with d’Annam’s vision.
Q. Rice notes and coffee fragrances have been trending lately, as proven by the success of the standout hits in your first collection, White Rice and Vietnamese Coffee. Did you see this trend coming, or was it serendipity?
A. It was pure serendipity. Our only goal was to share a piece of our culture through scent. Fortunately, the beauty of these fragrances, combined with the trend, helped them gain recognition.
Q. Our customers are loving Strawberry Mochi and Matcha Soft Serve from the new Memories of Japan collection. How did you choose Japan as the second country to pay tribute to?
A. I've been fascinated with Japan ever since my first layover there during college. It felt like a natural choice for our second collection. At first, I hesitated, unsure if we could do it justice, but with the help of cultural consultants, I’m incredibly proud of the result.
Q. Any new gourmand concepts or trends you see coming soon?
A. I’d love to see more creative gourmands with savory elements — something beyond the usual sweetness.
Q. Would you like to tell us about any of the charitable programs in Vietnam that d'Annam supports?
A. Yes! We recently donated to two charities: one supporting children with cancer in Hanoi, and another to an orphanage in Ho Chi Minh City. This year, we hope to expand our efforts and raise more awareness to inspire others to give back as well.
Q. Where are you living now, and is it inspiring a new collection?
A. I’m currently living in Ho Chi Minh City with my wife and our one-year-old son. We’ve been traveling across Asia, seeking new inspirations for our next collection, which we plan to launch in Q3 or Q4 this year. I can’t share details just yet, but stay tuned!
Thanks, Nick, we love your fragrances and look forward to what's coming next!
Note: Try the Enchanting Vietnam Discovery Set to explore all nine scents in d'Annam's excellent first collection.