Asterisk Nose What’s Up

Bryan Perrenoud is the mind (and nose) behind ASTERISK: an online perfume and jewelry brand based in Utah. The brand features the first of a soon-to-be series of angel number perfumes, with No. 111 being Perrenoud’s brainchild from just about three years ago. Perrenoud sat down with SLUG to talk about ASTERISK’s beginnings, the importance of collaboration, his creative work on social media and his future endeavors.

The name ASTERISK comes from Perrenoud’s obsession with details. Just like an asterisk in a book or article referring to the bottom of the page for more context, “ASTERISK has always been about the little details. It’s the little things. The details make all the difference,” Perrenoud says. His attention to the fine details shines through his brand in more ways than one.

A certain long-form video platform was the birthplace of Perrenoud’s creative enterprise. “Throughout the whole YouTube stuff, I always was wearing this ring,” he says. “And people loved it, and so I figured it’d be a fun way to build a brand.” His YouTube career had then gotten to the point of making merch for subscribers to rep his channel, and he took the opportunity to release more than just YouTuber merch: “I launched something that was not so focused on me, I guess. Something bigger than myself. That’s where ASTERISK came from.”

Inspired by his daily-worn ring, Perrenoud rolled out a jewelry line of unique designs with his signature attention to detail. In the beginning, while packaging merch, he would spray the package with a special concoction that involved multiple brands of fragrance and even smooshed juniper berries. Talk about attention to detail.

No. 111, the brand’s perfume, came next. What started as just a small sample bottle thrown into each jewelry order became the main focus of Perrenoud’s creative outlet. “I think we’ve always associated smell with certain things like safety — you know, very ‘caveman brain,’” Perrenoud explains. “What neural pathways do I want to trigger?” His goal is to create a scent that evokes reminiscence: “More than any of your senses, smell is the one that is close to memory. I’m trying to create a form of nostalgia.” Perrenoud does that with notes of bergamot, woody amber, orange blossom, fresh laundry, raspberry jam, musk and caramelized sugar.

The main pillar of ASTERISK is collaboration. Currently, the jewelry and perfume brand is partnering with artist Kyle Pretzlaff on a collection inspired by skeletal remains found in Pompeii. Pretty cool, right? Perrenoud describes the process of conceptualizing during collaboration as the most fun part of the whole process. “It’s fun to see how other people’s personalities are reflected in their art and how that translates into their jewelry,” Perrenoud says. “I always kind of add my own little spin on things.” Collaborating with others while staying true to individual personalities is a hallmark of ASTERISK.

Another hallmark is their impressive website. Every corner is packed with innovative elements and aesthetic designs. ASTERISK’s social media is something to write home about as well. Every aspect of content creation and graphic design is done by Perrenoud himself, who does it out of love of the game. “I’ve had my most success with social media when I was just creating what I wanted to create, rather than trying to capitalize on some trend,” he says. “More than anything, it’s just a good community-building thing.” That sense of creativity and community are what make ASTERISK remarkable.

ASTERISK has a bright future ahead filled with more angel number perfumes and collaboration. Puka shell and pearl necklaces are Perrenoud’s next big endeavor, alongside collaborating with more artists. Perrenoud has 50 working collaborations in the works and is chipping away at a new one right at this moment. ASTERISK is one to keep your eyes (and nose) out for.

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