U Beauty Debuts First Fragrance with Bold Feminine Expression

Skincare brand U Beauty has entered the fragrance market with PROEM, a $190 perfume developed by master perfumers Jérôme Epinette and Roger Schmid. The fragrance features a blend of lychee, rhubarb, night-blooming jasmine, centifolia rose, and peppercorn notes. Its composition adapts uniquely to individual skin chemistry. Many report that it presents different dominant notes on different wearers.

This fragrance has been described as "an expression of contemporary femininity." Epinette emphasizes PROEM's lasting power and diffusion qualities. This perfume acts as a cocoon. "Not one that inspires the wearer to hide," said Epinette, "but emerge with confidence."

The launch marks a significant departure for U Beauty, known primarily for its minimalist skincare formulations, as it positions itself in the luxury fragrance market with a deliberately maximalist approach.