Discover the fascinating journey of JULIETTE HAS A GUN as founder ROMANO RICCI shares the inspiration behind his trailblazing fragrance brand. In this insightful interview, Ricci reflects on how his illustrious heritage – being the great-grandson of fashion designer Nina Ricci and grandson of Robert Ricci, creator of L’Air du Temps – shaped his artistic approach. Ricci’s vision for Juliette has a gun defies tradition, blending elements of classic French perfumery with an edgy, empowering twist. From the game-changing minimalism of Not a Perfume to the reimagining of vetiver in Ex Vetiver, learn how the brand continues to challenge norms and redefine luxury fragrance.
Romano, you come from a rich heritage in French fashion and fragrance. How has this legacy influenced the establishment of Juliette has a gun?
Growing up, I was always surrounded by artistic expressions. As the great-grandson of fashion designer Nina Ricci and grandson of Robert Ricci, the mind behind the iconic L’Air du Temps fragrance, I grew up immersed in the world of haute couture and fine perfumery. This heritage instilled my understanding of high standards, artistry, and innovation that has become a foundation for Juliette has a gun. With that in mind, I wanted to honour that legacy but give it a modern off beat twist. My family taught me the importance of quality and craftsmanship, but I wanted to pave my own path and create something edgier—a brand that speaks to empowerment and independence. Juliette has a gun isn’t just about perfume; it’s about rewriting the rules, blending tradition with a touch of defiance.
How has Juliette has a gun’s vision and concept evolved since its first release in 2006? What are some of the key moments that have shaped its journey?
Since launching in 2006, Juliette has a gun has evolved from a niche fragrance concept into a recognized brand that challenges conventions in the perfume industry. Initially, the idea was simple: a line of scents representing an empowered, modern woman—Juliette—armed with fragrance as her “weapon.” Over the years, the brand’s vision has expanded to embrace a broader exploration of identity, individuality, and luxury.
Every fragrance we launch is a key moment that shapes Juliette a little more. The best example to illustrate this is the 2010 release of Not a Perfume, a game-changer in the industry, something that defied traditional perfume complexity, appealing to those looking for minimalism and purity. The success of Not a Perfume reaffirmed the brand’s commitment to boldness and innovation. Fast forward to our latest launch Ex Vetiver, I don’t think a fragrance brand has already spoken to feminine fragrances for men. Let’s see where this takes us.
Not a Perfume is perhaps the brand’s most talked-about fragrance. Could you share the inspiration behind it, and what do you think has contributed to its enormous success?
Not a Perfume was born from a desire to do something radically different in the fragrance world. I wanted to create a scent that defied tradition—a fragrance with a twist, something that wasn’t really a perfume in the classic sense. Inspired by minimalism, I chose a single ingredient, Cetalox, which is typically used as a base note but never stands alone. The idea was to create a scent that was clean, allergen-free, and pure, giving the wearer a fragrance that felt personal and effortless.
The success of Not a Perfume comes from its simplicity and versatility. It resonates with people who want a subtle, skin-like scent that enhances rather than overpowers. It’s unique, yet wearable for anyone and any occasion, and that universality has been key to its popularity. In a world saturated with complex blends, Not a Perfume is refreshing and memorable because of its minimalist approach….and because it smells divine!
Vetiver is often seen as a masculine note. How does Juliette has a gun approach gender in its creations? Can you share the inspiration behind the new release, Ex Vetiver?
For Juliette has a gun, Woman are always at the center stage of the inspiration. With Ex Vetiver, the main ingredient of the composition “Vetiver” has historically been associated with masculinity. The approach was to reimagine the way that could speak to women as well. I wanted to challenge the classic notion of vetiver by blending it with unexpected elements to create something modern and versatile. The inspiration came from the idea of vetiver stripped down, raw yet elegant, a fragrance that’s fresh and grounded but also defies categorization. It’s our way of stepping foot in a broader universe, giving it a new narrative, one that invites men to wear a feminine fragrance with confidence and style. Or simply a feminine fragrance for men.
The brand has a strong digital presence and engagement. What role does social media play for Juliette has a gun? Does it influence fragrance development?
Social media is one of our key communication tools for Juliette has a gun—it’s our way of expressing and connecting directly with a global community, sharing the brand’s story, and gathering real-time feedback. Platforms like Instagram and TikTok allow us to showcase the personality of the brand and what inspires each fragrance, reaching people who might never have encountered us otherwise. Through social media, we’re able to see what resonates with our audience, whether it’s a scent profile, a campaign, or even the story behind a new release.
While we stay true to our creative vision, social media engagement does inspire us. It gives us insight into what our community finds exciting or meaningful, which can be an inspiration in the direction of our fragrance development. The feedback loop is immediate and honest—it’s a powerful tool for understanding our customers’ evolving tastes and using that to create scents that feel relevant yet unique.
How do you balance artistic expression with commercial appeal in today’s competitive niche market, given your belief that perfume ‘must remain an art, a craftsmanship’?
Balancing art and commercial appeal means above all staying true to our vision: crafting unique, story-driven fragrances that resonate emotionally but also in the quality of the scents we offer. I don’t follow trends or base myself on market studies; instead, I follow my instinct and focus on creating scents that feel authentic, with a bit of rebellion. By prioritizing quality and originality, we naturally attract an audience that appreciates fragrance as an art form. When people connect with that authenticity, commercial success follows.
What mark would Juliette has a gun like to leave in history?
With the brand, we aim to redefine modern perfumery by breaking traditional boundaries and celebrating individuality. We want to leave people empowered at the touch of their fragrance as a form of self-expression. Ultimately, our goal is to create scents that become timeless—memorable for their boldness, originality, and authenticity.
In 2 or 3 words, how would you define perfume?
A Weapon of seduction?
Romano, thank you for your time and for sharing valuable insights with us. Would you like to add something before we wrap up?
Great interview…thank you!
A gift for the ScentXpress readers: JULIETTE HAS A GUN has generously provided a bottle of Not a Perfume, or the new launch Ex Vetiver, 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 Juliette has a gun on Instagram: @juliettehasagun
Check out Juliette has a gun: https://www.juliettehasagun.com/en
(images cortesy of Nina Ricci & Juliette has a gun)
