Eau so Chic: PROEM by U Beauty
from skincare to scent
U Beauty revolutionized skincare with its science-backed, minimalist approach, and now it’s bringing that philosophy to fragrance. PROEM, the brand’s debut perfume, marks its entry into the highly competitive fragrance space. With Tina Craig’s reputation for innovation and U Beauty’s cult following, this launch signals an exciting new chapter for both the brand and luxury perfumery.
As the beauty industry shifts toward “fewer, better” products, PROEM fits seamlessly into this movement. Developed by Jérôme Epinette, the master perfumer behind some of today’s most refined scents, PROEM is all about subtle elegance and effortless wearability. The notes and description alone intrigued me:
A boldly feminine fragrance richly layered with floral, fruity, and earthy notes: a delicate bouquet of rose and magnolia petals awakens to tart rhubarb and succulent lychee, then finds grounding in smoky vetiver and the unexpected punch of peppercorn.
Defined as a preface, PROEM is a complete experience that takes shape with you from morning to night. Your entire scent wardrobe in one bottle, each inhalation is an invitation to begin again.
U Beauty is known for cutting-edge skincare technology, and PROEM carries the same skin-first philosophy. I like how there is no hierarchy of notes—the formula is designed to meld with your natural chemistry, creating a dry down that’s uniquely personal. Read Top Notes on Skin Scents here.
As a marketing girly and perfume lover, I couldn’t be more excited about this launch and look forward to trying it myself xx