ABOUT US

WHERE IT ALL BEGAN
Ruibo Zhao, founder of UNFZD and jury of the Swedish Beauty Awards, conceived the idea for the brand in 2023, inspired by his lifelong passion for fragrance and the emotions they evoke. After years of sharing his enthusiasm and knowledge with hundreds of thousands of people online, Ruibo noticed a gap in the market for high-quality, accessible scents that resonate on a deeply personal level. This realization sparked his journey to create UNFZD, a brand dedicated to empowering individuality through the art of fragrance.

OUR MISSION
Motivated by a belief that everyone deserves access to exceptional, thoughtfully crafted scents, Ruibo set out to redefine the perfume industry with an inclusive, e-commerce-driven model.

We design each scent for those who embrace discomfort in pursuit of growth, who commit daily to becoming their best selves, and who understand that success is defined by the path, not just the outcome.

UNFZD offers more than just luxury scents - we offer a tribute to the individual’s story, bottled and ready to inspire confidence, resilience, and self-expression.