Brand
b. WHO Yu ARE · b. WHAT Yu WANT
Fragrance hasn't changed in 20 years.
Same brands. Same big glass bottles. Same luxury price tag that never made sense. The same perfume that's been on shelves since our mothers wore it.
We got bored of that. So we built something else.
b.Yu is what we built instead — visual, refillable, small like a lipstick, and priced like one too. No jasmine. No amber. No notes you have to Google. Just a name that says who you are.
Forget the notes. Get the name.
Every b.Yu scent has a name, not a note list. You don't wear "sandalwood and bergamot" — you wear b. SAVAGE, b. FEARLESS, b. NO FILTER.
Two ways to wear it:
b. WHO Yu ARE — b.REAL. The version of you that doesn't perform for anyone. Private, candid, unfiltered.
b. WHAT Yu WANT — b.UNREAL. The version of you that's aspirational, loud, limitless. There is no limit to how special we can be.
One of them is Yu.
Pocket-sized. Never thrown away.
The 5mL case is lipstick-shaped and pocket-sized — built for your bag, your night out, your desk drawer, the "wait, what are you wearing?" moment.
And you never throw it away. Keep the case, refill it from a 30mL bottle whenever you run out. Less waste. More "this is mine."
- 5mL Refillable Case — USD 29
- Set (5mL case + 30mL refill) — USD 59
You don't just wear b.Yu. You help build it.
Every customer is a co-creator. You vote on new names, new scents, new collections — and get early access to every drop before anyone else does.
This isn't a perfume brand that talks at you. It's one that asks first.