Founded in 2017, BIRKHOLZ Perfume Manufacture is a Berlin-based, family-run perfume house that blends tradition with innovation. By combining handcrafted artistry, full in-house production, and a welcoming, approachable ethos, the brand aspires to become Germany’s foremost luxury fragrance house. With deep roots in family values and a passion for high-quality, exclusive perfumes, Birkholz strives to offer a unique experience to its customers. PHILIP BIRKHOLZ, one of the key figures behind the brand, shares how their family’s dream came to life and the vision that continues to shape Birkholz’s distinctive and growing presence in the world of niche perfumery.
Can you tell us how Birkholz, a family-run perfume house, came to be? What is the brand’s vision and ethos?
Our brand “Birkholz Perfume Manufacture” was launched in November 2017 with the idea of becoming the biggest German niche luxury brand in the world, combining manufacture, family, individuality, exclusivity and at the same always approachable to our consumers and partners. My father has been in the beauty business since almost 25 years and has passed on his knowledge and love to me and my younger brother. Our surname “Birkholz” is actually the family name of my mothers side. Together we all work hand in hand every day, each of us fulfilling their own role in the business. We always dreamed of owning our own manufacture, producing in our hometown Berlin, Germany and showing the whole the beauty of handcrafted fragrances. Having reached this dream was and is one of the best feelings in the world. Fragrances are emotions and memories. They have to touch the soul. This is our vision.
The Birkholz family
The name itself highlights a strong focus on manufacturing. How does the process unfold from fragrance creation to final sale?
Yes, that is true because we are a manufacturer and we did not just intend to use the word in our DNA for marketing purposes. For us it was always a dream to come true, to build our own production and manufacture site in our hometown Berlin, Germany, where we have full control of all the steps and processes. We invite our customers to come visit us directly on-site to have a look how we work and to see behind the scenes. Additionally, they can create their own fragrance and become part of whole process, filling and crimping their own perfume as well. Furthermore, we give insights on how we work and produce on social media too. This is the big difference between real manufactures and some that just use it for marketing purposes. I have initial idea in my head, I bring it to paper, I start sampling and evaluating till I am perfectly happy with the result and the fragrance portraying exactly, what I want to tell our customers. I only release fragrances that I will personally wear. The process of bottles, caps, pumps and packaging has to be in alignment at the same time.
Birkholz’s in-house manufacturing
Birkholz has an extensive portfolio, with dozens of fragrances divided into four collections. How would you describe them?
There are actually five different collections. The Black, Woody, Italian, French and Classic Collection. Each of them special in their own different way. The Black is the most exclusive one till now, diving into the old arts of perfumery and being very mysterious & intense. The Woody is inspired by the highlands of Scotland and Ireland, as well as the majestical landmarks of the UK. It is for all the absolute niche lovers that are into woody ingredients in combination with outstanding and unusual notes. In other words very royal & bold. The Italian was a road trip I did through six different cities in Italy, from Mornings in Milano to Nights in Noto. This is just like the beautiful country of Italy – loud, colorful and living life to the fullest. The French is an homage and tribute to the country of fragrance so to speak. Six different cities in France, catching different feelings I had felt in each of them, from Paris to Corsica. They are like the country France – sophisticated, chic and outstanding. The Classic Collection is the fragrance journey around the world and as I like to lovingly say, our “get to know us” collection, for the consumers who don’t know the brand yet or a new to the game of niche perfumes. This collection offers consumers to try all fragrance families and are perfect for fragrance layering. From Berlin to Ibiza and Los Angeles, the people can really engage in my personal stories and create their own.
Birkholz’s collections, from top to bottom, left to right: French, Italian, Black, Woody, Classic
What is your most popular fragrance, and why do you think that is? How does the collaboration between Birkholz and perfumers work?
I can proudly and luckily say, that we don’t have just one bestseller or popular fragrance, but several. For example, Dark Amber, Paris – Mon amor, Portraits of Portofino, Lady Cannabis or Charm Mystery. This is something really special, as a lot of brands have maybe one or two heroes, which they are known for. I think this is for once the case because I really try to look from the perspective of a consumer and that they want something special, where they stand out from the crowd, but which is still wearable and not too over the top. Secondly, our fragrances all follow a “red-line”, which allows the consumers feeling the softness and quality of the ingredients and recognizing that this is a Birkholz perfume.
The creative part starts in my mind, then writing down the ingredients I feel & want to use, creating a first samples and then briefing my team to also create a version of what I brief them.
How do you engage with consumers? Which demographics are most drawn to the brand? Could you share a memorable customer story?
We have a very strong bond and relation to our consumers and customers. As all of our fragrances are truly based on people I meet, countries I visit, different cultures I get to see, feelings I have in a special moment, consumers can literally connect themselves with the story behind each perfume. I am a great fan of combining luxury & exclusivity, with being approachable to the people, especially with in a B2C aspect. Very similar also with our B2B partners, building strong relationships. Additionally, we are strong on social media and I always take our followers with me, wherever I travel, giving them real insights about the life as a perfume-sommelier and about the different countries too. Honestly, in all the countries which we are currently distributing our brand, we see great success, such as the South America, Europe, Asia and Africa.
There are so many memorable customer stories I don’t know where to begin. However, I have to say that we once personalized a customer’s Birkholz perfume bottle and engraved on it” Will you marry me?”, as he went on to propose to his girlfriend. A few months later, I received a letter from him, saying that she said yes and that the fragrance was his wedding perfume, reminding him always on how everything started and thanking me for creating something this beautiful. Such stories go straight to the heart.
Birkholz has 300 retail points in Germany. What are your plans for expansion? What are the biggest challenges in taking a niche brand global?
We are currently distributing our brand in more than 36 countries around the world and we started with the expansion only beginning of 2023. We are very happy with the development of our brand worldwide, opening markets like the United States, Canada, Brazil or Italy additionally in this year. Our strategy however, was a different one in comparison to most other brands, where their aim is to spread very fast into as many countries worldwide, often times not thinking ahead, what obstacles and problems this can also bring. We had put the focus on our home country Germany in the beginning for the first five years, becoming the strongest and biggest German niche perfume brand there and then started planning the expansion into other countries. You need to work step by step, rather than rush for it. That’s where I see a lot of niche brands struggling. As soon as reality starts to kick in they often face problems keeping up with deliveries, logistics or raw materials.
Birkholz at KaDeWe
What mark would Birkholz like to leave in history?
The vision & dream is to continue the legacy of our family-run manufacture and that my children, and the children of my younger brother, will continue the beauty of working together as a team and family. I want the brand to be there also in 100 years, where people will say “what a great story & history this brand has”. Never to lose the feeling of being approachable to our clients & customers and at the same time offer them the exclusivity of a niche perfume brand and manufacture.
In 2 or 3 words, how would you define perfume?
Emotions & Memories.
Philip Birkholz
A gift for the ScentXpress readers: BIRKHOLZ has generously provided a 100ml bottle of Pacific Drive from the Classic Collection worth 169€ as a special giveaway exclusive to our readers. To be eligible, you just need to sign up for our newsletter and leave an insightful comment below. The winner will be drawn from the comments within 2 weeks from the date of this article’s publication and contacted via email directly.
Follow Birkholz on Instagram: @birkholz.perfumes
Check out Birkholz: https://www.birkholz-perfumes.com
(images cortesy of Birkholz)
