IIUVO

Founded by best friends Leo Gibbon and Tomi Ahmed, IIUVO has earned a reputation as a disruptive force within the perfume industry. Taking its name from the Latin word iuvō, meaning “to please,” the London-based brand elevates fragrance to an integral component of a multidisciplinary art practice. Scents are created alongside mixtapes and art installations to express a multi-sensory vision that merges the traditional art of scent-blending with the imagery of streetwear. IIUVO takes inspiration from a variety of sources including southern rap and British club culture to create blends that are unique in name and scent profile. Pairing unexpected notes like Sichuan pepper and cardamom with more familiar notes like vanilla and musk, the offerings from IIUVO are both subversive and refreshing.