June 26, 2025 — A new era of fragrance retail has arrived in downtown Manhattan. Dossier, the digital-native perfume brand celebrated for its accessible, ingredient-conscious fragrances, opens its first permanent boutique on June 27 in NoLita. Located at 242 Elizabeth Street, the flagship marks a milestone for the brand, creating a tactile, IRL extension of the scent discovery experience that helped Dossier gain a huge following since its online debut in 2019.
The boutique brings Dossier’s full catalog under one roof—including its Dossier Originals, Impressions, and Home collections—offering customers a curated, transparent approach to exploring fragrance in person.
“This boutique has been years in the making. We’ve had such an amazing response to our perfumes online and knew we wanted to give customers an offline Dossier experience. Last year’s pop-up just a few doors down confirmed that demand—we’re thrilled to open a space where fragrance lovers can spritz, shop, and learn more about scent in a truly immersive setting.”Sergio Tache, Founder & CEO of Dossier
Housed in a clean-lined, minimalist space designed by Malherbe Paris and executed by Rekon Retail, the boutique blends French sensibility with NoLita’s downtown cool. The layout is intentionally curated like a fragrance library, guiding visitors through olfactive families that reflect both classic perfume craftsmanship and modern lifestyle shifts.
At the center of Dossier’s concept is not only accessibility, but education. The boutique’s structure is built around six scent families, designed to simplify fragrance discovery and eliminate industry jargon. Each area encourages thoughtful exploration, inviting guests to build what the brand calls a “perfume wardrobe”—a personalized curation that evolves with mood, season, and style.
Max Poussier, Dossier’s Chief Creative Officer, calls the space “a foundation for building the modern perfume house for the next generation,” and adds, “It’s not just about discovery. It’s about belonging.”
The boutique also introduces innovative Paperscent technology from Gaudier, a scent-testing solution that reduces waste, prevents olfactory confusion, and tracks in-store engagement. This seamless integration of sustainability and tech-forward design reflects Dossier’s broader commitment to responsible luxury.
A dedicated Dossier Drop Day section adds a dynamic layer to the experience, spotlighting monthly product launches and encouraging repeat visits.
The boutique officially opens to the public on Friday, June 27 at 1:30 PM. Regular hours will begin June 28, running Monday through Sunday, 11 AM to 7 PM. Shoppers can expect exclusive in-store access to Dossier’s bestselling blends, new launches, and the kind of thoughtful touchpoints that have long been missing from traditional fragrance retail.
For a generation seeking transparency, quality, and meaning behind their purchases, Dossier’s arrival in NoLita isn’t just a retail opening—it’s a cultural marker. It invites visitors to rethink the way they interact with fragrance, offering something deeply personal, sustainably minded, and unmistakably modern.