Fragrance is invisible.
It has no form, its contours are vague, and before you know it, it vanishes even when it was there.
Yet fragrance lingers deep within a person. Entwined with memories, emotions, and physical sensations, it powerfully recalls a moment.
What CURIONOIR’s fragrances emit is that “indescribable something.”
Tiffany Witehira, the brand’s founder and perfumer, places the word “Whakapapa” at the heart of its scents. It signifies lineage, bloodline, and intention. For her, creation is always an act within “connection.”
The tattoos etched onto her body represent an ancient Māori goddess.
Nui Te Pou—The Longest Night.
It does not signify death. It is a presence that guards the quiet “interval” before the soul moves on.
A time of darkness, yet not to be feared, but rather an enveloping embrace.
The name CURIONOIR is not Maori.
Curio is an artistic object that sparks curiosity; Noir is night.
This name, with its French resonance, captures a specific time she lived through.
The adorable tattoo on her left arm represents one of her most special moments. It is an important element of her life, connected to her family lineage.
Nearly 20 years ago, Tiffany was working in fashion and advertising in New Zealand. At the time, creating fragrances was more like a side project, and she had no clear vision for the future.
She didn’t set out thinking, “I’ll become a perfumer” or “I’ll create a brand.” She just couldn’t seem to walk away from it.
She couldn’t put it into words, but there was this intense pull from within.
Back then, she was breastfeeding her son. She’d wake up in the middle of the night and then couldn’t fall back asleep.
For many, it might have been just a time of exhaustion. But she spent those dark hours moving her hands, learning about scents, and continuing to create fragrances.
She had no plans to show anyone, no expectation of being judged. In the darkness, she simply faced what drew her in.
Te Pō──Night.
The creative time born within Noir became the name CURIONOIR.
The product line features perfumes and candles. The fragrance blends are based on her memories, incorporating natural elements while showcasing a uniquely urban and fashionable blend that reflects her background as a former stylist.
The teachings of the Maori healer flowing through my bloodline
At the root of her creative work lies her family history.
In Tiffany’s family lineage, the traditional Maori healing practice known as “Rongoā” has been passed down through generations.
Her great-grandmother’s father was a healer called a “Tohunga.”
This healing practice uses native plants, bark, flowers, ferns, and wood, incorporating massage and prayer (Karakia) to heal people.
It cherishes nature and heals people through its blessings and power.
The knowledge, techniques, and etiquette passed down through generations are precious teachings deeply rooted in every Maori person.
However, in 1907, the Tohunga Suppression Act was enacted in New Zealand.
As part of colonial policy, Rongoā was restricted and its practice punished. Treating people with native plants became a crime, forcing people to turn to Western medicine. Much wisdom and skill faced the threat of being lost.
Amidst this, her great-grandmother did not give up. She became a nurse and studied Western medicine.
This was not to abandon tradition, but to understand and bridge the two worlds.
Furthermore, she stood between doctors who couldn’t speak Māori and their patients in hospitals, serving as an interpreter. She built bridges with words so patients wouldn’t fall into anxiety, unsure of what was being done to them. And when she returned home, she continued plant-based care, practicing Rongoā in her daily life.
The presence of her grandparents has been a powerful inspiration for Tiffany, supporting her as she moves forward.
Not in opposition, but alongside.
This philosophy is deeply ingrained in Tiffany’s craftsmanship.
Even today, her family maintains a daily habit: drinking Kūmarahou, a medicinal herb.
It’s a strongly tart tonic, far from easy to drink. Yet it’s believed to benefit the respiratory system, allergies, and internal cleansing, so they continue it year-round.
What her great-grandmother and grandmother taught her was “not to take more than needed.”
Take only what is necessary, and do not take too much from nature.
This sensibility is directly reflected in Curio Noir’s current approach.
The first fragrance born, “Dark Bouquet,” emerged from her memories spent in the forest.
After spending several days in the bush with her great-grandmother and grandmother, she encountered a jasmine bush upon leaving the woods.
Rubbing my hands, bringing my face close, the sudden rush of sweetness.
A powerful contrast after days immersed in nature. Centered around jasmine, with vetiver, lemon, and a hint of cinnamon.
Young, simple, perhaps unfinished compared to her current work. Yet she doesn’t dismiss that scent. Respecting the beginning is also affirming evolution.
The true philosophy hidden within the scent of CURIONOIR
CURIONOIR creates only Extrait de Parfum. Extrait de Parfum is the most concentrated form, possessing a sap-like texture.
It is not meant to be diffused into a space, but pressed into the skin; not to be worn, but to form a connection.
A fragrance is not a finished product.
It blends with the wearer’s body heat and life, changing over time.
That’s why Tiffany repeats, “This is not mine.”
From that point on, the fragrance becomes the wearer’s story.
When it comes to sustainability, she doesn't choose the easy answer.
Simply labeling something “sustainable” feels insufficient.
It’s not about the binary choice between natural or synthetic, but who handles it and under what conditions.
She prioritizes human ethics first.
If something sells out, we ask customers to wait. She won’t force restocking.
Sometimes, the choice is not to make something at all, rather than have someone lose something.
It’s a quiet philosophy passed down from her grandmother.
left: These generously sized candles are handmade by local artisans. Designed to serve as vases or containers long after their life as candles ends. They radiate a special presence as interior decor simply by being present. right: Handcrafted perfume bottles, each made individually. Not only their scent, but their very presence refines daily life.
In our digitally saturated modern world, scent briefly pulls people back to reality.
Apply it with your fingers, breathe it in, feel it.
That brief moment is enough, she says.
There’s no need to change the world.
Just for someone to remember their grandmother.
To suddenly touch forgotten sensations—of forests, of nature.
CURIONOIR’s scent aspires to be that catalyst.
Born in darkness, it still wraps itself in time and bloodlines, quietly melting into someone’s body.
CURIONOIR founder
Tiffany Utehira
Founder and perfumer of the fragrance house CURIONOIR. Connecting the proud traditions and culture of his indigenous Maori roots through his own experiences. The evocative scents carry a deep complexity while radiating the fresh, floral brilliance of blooming plants. The beautiful, objet-like presentation reflects the creator’s high level of creativity, imbued with the warmth of the maker’s touch.
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