ABOUT

Annindriya

Founded as the first refined niche perfume house in Amsterdam, we develop fragrances that celebrate life with a sense of wonder. 


Located in a green oasis in Amsterdam, we turn our expertise into innovative ideas, starting with a concept and following it all the way through to production and bottling. 

THE JOY OF COLLABORATION

Collaboration is at the heart of our process, and we find joy in working together. We collaborate with creative professionals, emerging and star perfumers worldwide. By welcoming each one’s unique expertise and perspective, great synergies and creativity take place.


The “X” on our perfume labels represents the crossroads where people connect. It’s when deep expertise meets a sense of wonder that we create something truly special.

The name Annindriya has its roots in one of the oldest languages, Sanskrit, meaning 'the power of the senses and the highest insights'.


"We believe in celebrating life with a sense of wonder, cherishing blissful moments, no matter how grand or small they may be.

These moments often catch you by surprise, just like a fragrance that unexpectedly evokes a memory or gives you a feeling of pure bliss.To us, the true luxury of fragrance is: the ability to surprise, delight, and linger, reminding you of life’s delightful moments."

OUR STORY

In 2007, Dutch chemist Tanja Deurloo wondered why the Netherlands lacked charming niche perfume boutiques like those found in Paris. Recognizing the importance and power of scent, she set out to fill this gap. 


Tanja founded Annindriya, creating custom fragrances for businesses. With its swift success, she envisioned more: a dedicated space for perfume enthusiasts. Thus, Perfume Lounge was born in Amsterdam.

Our expertise grew with each blend, helping thousands find unique fragrances, designing bespoke scents for international companies, and partnering with artistic perfume houses.


Today, Annindriya has evolved into Amsterdam’s first refined niche perfume brand, collaborating with both emerging and established perfumers. We offer perfumers a platform to bring their unique visions to life, celebrating creativity and the freedom to explore new olfactive designs.


LOCAL SOURCING


We aim to prioritize local partnerships, sourcing from nearby businesses for every aspect of our production process, from packaging to manufacturing to wrapping. This commitment is reflected in our packaging, which states:

Made in the Netherlands.

TRANSPARANCY


We are transparent about our products and processes and prioritize providing our consumers with honest and clear information. We are among the first hundred members of the international “Perfumery Code of Ethics,” committed to the highest ethical standards in the perfume industry.

CURIOSITY


Lifelong curiosity fills us with a sense of wonder and a desire to explore new horizons. We believe scents can inspire the same wonderment. That’s why we create fragrances that trigger zest for life and boost overall well-being.

RESPONSIBLE CHOICES


We choose sustainable ingredients, such as upcycled orange blossom, upcycled oakwood, and biotechnologically derived sandalwood (santalol), which have a lower environmental impact. In our packaging choices, we make a positive difference by avoiding cellophane and offering reusable perfume boxes.

GIVING BACK


We believe in giving back to the community. That’s why we support the Osmotheque, which promotes education and preserves cultural heritage in perfumery, as well as the Hortus Botanicus in Amsterdam.