#Hashtag

90 degree day, inner city. The air is closed around your being like a smothering fist. You walk past a church and a parishioner exits, wafting old AC filter and frankincense into the street. Down the block, a violet sags. This is an instant classic "I didn't know the medium could do this" perfume for me. It's as though each note exists in the vicinity of an imperceptible whole which reaches out to gently graze aldehydes, violet, olibanum, and musk. It distinguishes itself while remaining totally unobtrusive. The sense of place is strong but there is no there there; given the reference to our digitized world, I'm sure that's the point.

Airy and almost "metallic". Hashtag is like walking in an urban center,in the digital age. A futuristic impact scent, with a moderate sillage but with a remarkable persistence. The olibanum is very evident and the aldehydes are like a breath of cold air... it is innovative without being taken for granted, i must say that by trying it I liked it even if not immediately. Thumb up anyway! a nice scent. Sillage: 7.5/10 Longevity: 8.5/10 Scent: 8./10 Overall: 8./10

i love how people are criticizing about the story and the name, unknowingly they're the one the scent itself is representing instead of an homage to the instagram culture, it's more of a cold observation, almost a critique of people being quick to judge, exuding ignorance through a cold metallic phonecase it's so ironic how these "critical thinking" people exposed themselves, made me love the scent even more

had to check several times that there really isn't a pepper note in there. somehow all the notes combine into a ghost note that reminds me a lot of white pepper specifically. love when scents do this. also very summery to me, i am a big fan of a spicy summer scent. really nice, but not nice enough to excuse the price for me.

the opening and tested on paper it's a gorgeous futuristic androgynous gen x soft club type of incense, eldo's rien twink twin. the drydown leans very rubbery (i love). not particularly strong in projection or longevity but nonetheless beautiful ++++

This is my third scent from the house of 27 87. It is very metallic/aldehyde scent, very "silent" and White: olibanum/cedar/musk. Quite comfortable during the hot summer, however, poor longevity: after 2 hours it becomes a skin scent with barely noticeable sillage... In my opinion, the #hashtag belongs to the scent family of "single" molecule scent (if you like Molecule 01, 02, 03, 04) you will appreciate this one. I agree that it somehow resembles L'eau Freude by Serge Lutens. I must say, that the scent itself is IN CONTRAST to the texture of the bottle, it kind of freaks me out, because it is a total clush of ideas...It would be better in a glas bottle. Try Before you buy for sure.

An opening flooded with raw olibanum... It feels like a swarm of large molecules moving around, and since my nose struggles to separate them, that’s the conclusion I’m drawing. I also get a faint laundromat smell and an ozonic feel. Looking at the notes, I felt validated and accurate, except for the iris. It note doesn’t really show up for me. Anyway, I’d call this vibe "standing in the laundry room, watching your clothes slowly dry, trying to find peace and inward focus". You know how it is. Sometimes calm and stillness show up in the most unexpected places (: Tag(s): serene, clean, incense-y, laundromat, ozonic

#Hashtag is a remarkable frankincense fragrance. Totally far away from what we usually imagine, when we see a frankincense note. It reminded me about Serge Lutens versions of cold incense, both La Vierge De Fer and L'Eau Froide. I do not intend to look for similarities in details, but the general trend is the same – a very refreshing, unusual incense with a very distinct woody note, which feels very modern, urban. It is more about oxygen, steel and glass, than any plant and its traditional use. All their fragrances are quite special, but this one immediately attracted my attention by being so different.

I totally agree with @jeca about "modern, urban, ..., oxygen, steel and glass" ... yet the first word that came to my mind after spraying was diametrically opposed: holy water! No, it does not smell like holy water, but imagine entering an old church, pushing the heavy wooden doors open, stepping out of the blazing sun into the cool, dimly lit nave, take in what surrounds you, the wooden benches, the confessional boxes, the altar, the candles ... I think precisely this frankincense blend must have triggered childhood memories.

#hashtag Ugh! What a name. Absolutely hate the story too. An Instagram perfume. The scent is quite stunning, though - a light, woody, zesty scent that reminds me of grapefruit. It's cool, but comforting, like a breath of fresh air. Very work friendly, but perfect for fun as well. After about four hours of contemplating if I liked the scent more than I hated the story, I gave in and moved this to my favourites list. It's beautiful. I'll just have to forget about the insta reference.

Fresh with clean laundry feel. Clean and ozonic with airy qualities mixed with soft musk and dirty black pepper. There is a beautiful incense note that has a almost creamy, powdery feel and a bit of that typical pepperiness. The scent reminds me a bit of Standard by Comme des Garcons. However #Hashtag is a more potent scent.It's also on a minimalistic site but more intensified than the CDG. Long lasting and totally unisex.

Starts like plastic, then settles down as a basket of fresh laundry in a church. But on my skin it becomes a generic and barely perceptible woody-olibanum scent very quickly, unfortunately

in the best possible way possible, this smells like a hospital bed with fresh sheets, plastic tubing, soap, and sea water. The most unisex fragrance I’ve ever used before

This is like unboxing a new MacBook in during a mass in a Catholic Church while someone is cleaning the floor with iris scented detergent (very common in Italy)

I really want to like this but it's overpowered by a black pepper note on my skin. I don't mind the smell it's quite nice, but it's disappointing that I'm not getting any of the other good stuff that people are describing here. Because of the pepper spice, this comes off as a warmer, wintery scent to me

Judging by other statements I was expecting a smell of new macbooks but rather I got an overdose of peppery churchy frankincense.

it's okay but not my thing. really soapy.

Ugh! Got a sample of this and all I can smell is cloves. Not for me. But, it lasts all bloody day lol so if you like cloves this is a great one for you. I feel like I smell like a 1990’s drama teacher. Not the vibe I was going for.

I am very sorry if you like this fragrance but my first thought was urinal cake

I think it smells like an effervescent tablet

Aldehydes, incense, cedar and fresh green violet notes. Let's not forget the ghost woody-pepper note, Akigalawood. This is an unbelievably balanced, multi-faceted, unique perfume. Daniela Andrier is a true master of orris/violet and musks and once more it shows here. This time she takes her well established Prada DNA and combines with aldehydes, woods, incense and the unlisted Akigalawood pepperyness. The aldehydes used are from both fatty and floral groups that gives both incense and laundry detergent note. In some ways it's similar to Prada Luna Rossa in terms of clean, soapy, musky orris aspect minus the lavender, and in some ways it's similar to many woody incense/Aldehyde C12 fragrances like CdG Standard, Lutens' Laine de Verre and in some ways (floral, muguet/cyclamen aldehydes) it's similar to Byredo - Blanche. Quite metallic, guess it needs certain type of person to pull this off, I imagine a boheme artist/hipster or a demure, grounded but stylish person. Very abstract smell for its time, and a true niche fragrance too, very, very good.

Milky and metallic violet with a colossal dose of aldehydes. Stands out from the usual suspects. I had the pleasure of meeting 27 87's founder Romy K in Esxence and Hashtag caught my attention with its aldehydes. It did not come as a surprise that the high priestess of powdery perfumes, Daniela Andrier Roche, is Hashtag's nose. The house of Lorenzo Villoresi has a strikingly similar aldehyde bomb: Teint de Neige. But unlike TdN which cuts to the chase with the aldehydes, #Hashtag is more modern with its opening which reminds me of non-permanent whiteboard markers in a good way. This impression subsides in a few minutes, developing into its aldehydic core which also includes Daniela Andrier Roche's hallmark, the iris. Both longevity and projection are moderate.

Still great and this profile aged really well IMO. Before Fleur de Peau and all that laundry detergent trend (putting Blanche aside), before Akigalawood frenzy, before the aldehydic incense niche (putting L'Artisan Perfumeur and Comme des Garcons aside), this was all. The trail in the air captures the pepper of Akigalawood clearly (yes it does have that now-trendy ingredient, back in 2016 it was mostly on market trial phase and at a time where actual trademarked ingredients listed as notes wasn't a trendy thing either) -- anyway I can describe it as if you've layered Ganymede x New Look (2024) over the main body of Fleur de Peau or Blanche. Once again respect to Daniela Andrier.

Airy, incense with touch of water & musk. Quite airy, breezy with some doses of incense, linen, & olibanum. Frankincense is presented quite obvious in the incense, violets, and musk combination. Later, the violet leaves shows up quite clearly and dominates the blend with some red, & green tea notes. I have sniffed some fragrances before and i think it's not quite a new blend, it is nice and fairly blended.

ahh, this is what comme des garçons' 'concrete' should have been! clean, elegant, contemporary and urban. there's something cool and impersonal about it, but body heat activates a peppery side of the olibanum that offers a very subtle sensuality. a cosmopolitan, refined and grey experience.

Literal soap. But in the best way possible. It smells like a luxurious, high end soap. The prominent olibanum resin adds richness which gives it that refined old money vibe lol. Funny enough I actually found a tiny 1.5/ 2 ml decant of it on a train in France and I’m so glad I did.

Violet & Iris are very strong. Also getting a metallic & cold sense. Very unique but can come across a bit strong. It claims to be inspired from modern life but smells somehow "vintage" to me. Partner said it reminded him of heavy, velvet curtains.

IMHO Chanel 22 in modern interpretation! Amd I looove C22. This one is definitely going in to my collection👍 churchy - yes, modern clean - yes, airy - yes. It doesn’t suffocate and notice please - rarely anyone compares it to a “grandma” scent.

Urban, modern frankincense, cool and airy thanks to mint and moist-green tones of violet leaf. It is almost transparent and may be very comfortable in summer days.

surprised noone is comparing this to not a perfume by JHAG. genuinely just smells like sweet, airy musk. not bad, not great. just smells musky.

Smells very soapy to me, but curious to try again.