115 Years. 5 Generations. One Passion.
It all Started with Guzz
It all began with our great great grandfather, Gustav “Guzz” Wulff, who in 1913 opened a pioneering salon in Malmö. Trained as both a hairdresser and a perfumer, he crafted perfumed hair tonics and colognes that quietly sparked a new era in Swedish beauty, guided by his belief that beauty was incomplete without scent.
His creations soon traveled far beyond Malmö, and his dedication to craft earned him the title of Royal Court Hairdresser to King Gustav V. From the beginning, the Wulff family name became synonymous with quality, innovation, and the emotional power of fragrance.
The Generational Legacy
Guzz’s legacy was carried forward by his son, our great grandfather Knut Wulff, who transformed the family craft into a Scandinavian beauty empire. In the 1940s, he created Lait de Beauté, later known as LdB, one of Sweden’s most beloved skincare products, and expanded into iconic lines including Monsieur Robert, Naturelle, Fleur de Santé, Jane Hellen, and Maxelle.
A Legacy of Master Perfumers
By the middle of the century, our family produced half of Sweden’s skincare and one third of its cosmetics. Our grandfather, Robert Wulff, then carried this spirit onto the global stage. He shaped international fragrance portfolios and brought Scandinavian refinement to some of the world’s most respected perfume houses. In the next chapter of our family story, fragrance grew from a business into a true craft honed by master perfumers with both our parents meeting at perfumery school who then composed fragrances for global icons.
The Fifth Generation
Today, as Patrick and Cassandra Wulff, we carry forward our family’s 115-year legacy in perfumery with the same commitment to quality and integrity that has guided every generation before us. At Started with Guzz, every fragrance is crafted with intention and the finest ingredients to feel personal rather than manufactured. We remain true to the craft, because what matters most is the fragrance within. For us, scent has always been our family’s language: an emotion and memory captured in a bottle. And so the legacy continues...