Foolish begins in New Orleans, where Ryan Capogreco shaped a fragrance house around myth, irreverence, and the thrill of starting something on instinct.

Rooted in small-batch creation and guided by a background that spans illustration, design, marketing, and self-taught perfumery, the brand carries the feeling of a personal journey turned into scent. It feels less like a label and more like an invitation into a world where story, artistry, and a touch of mischief meet in the bottle.