Our Story

Learn more about our scents, our story and how we began

Diem is Different

Fragrance discovery was getting too complicated.

Finding something you love doesn't have to involve hours spraying twenty different bottles and feeling overwhelmed by choice.

Diem makes scent experimentation fun: luxury fragrances created by leading perfumers. Offered through an at home discovery experience that's personal to you, thanks to our AI scent assistant.

How It Works

The starting point is your personalised discovery set which arrives through your letterbox, containing five Diem scent samples. From there: enjoy in your own time. If there’s something you love, get a full-sized 30ml bottle (and don't forget to redeem the cost of your discovery set).

The more you feedback on which scents you like and don't like, the more our AI assistant can build your unique profile, and share other scents we think you'll love to smell.

Experiment with Scent

All our fragrances come in a portable 30ml bottle so you can mix and match with your mood and reinvent yourself with every spray.

How We Do It

By selling direct to our customers, we don’t have the overheads of a complicated supply chain, and we don’t have to share revenue with retailers.

We can focus on partnering with perfumers on high-quality ingredients and creations, and on developing our behind-the-scenes platform which harnesses AI together with a thoughtful, human approach. 

Who We Are

As founders we’ve helped to grow or invest in fresh and innovative new brands like Skin+Me skincare, Papier stationery, Wild deodorant and Suri toothbrushes. We also founded some of Europe’s biggest consumer tech platforms. 

We started buying fragrance as a gift for friends and quickly realised what a minefield perfume shopping can be. We decided we wanted to take a different approach.