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Welcome to Back of the Napkin, musings from Serviette for the cultured world. As the end of the year draws near, Serviette would like to take a few much-needed moments to pause and reflect. From our humble origins at the onset of 2025, Serviette expanded in ways we could scarcely have imagined—largely due to the enthusiasm and curiosity of our culturally minded community. Though we can hardly sum up an entire year in one newsletter, we would be remiss not to highlight some favorite moments.
Of course, we must open with Serviette’s launch party, a decidedly fashionable culmination of years of hard work hosted by the pre-eminent gathering place for the perfumed set, Stéle. It was surreal seeing just how many people came out to support our launch—friends and strangers alike—a show of generosity and interest that still slightly bewilders us, and truly the perfect way to set the tone for the coming months. Equally exciting was the news that Bad Bunny left a visit to New York with a bottle of Byronic Hero. What great taste.
The rush of press mentions made us so happy throughout the year, with appearances in Dazed, It’s Nice That and T Magazine—among others. But À La Carte’s Ali Labelle naming Frisson D’Hiver her favorite perfume of the year and Tynan Sinks awarding Byronic Hero the best niche perfume of 2025 in Coveteur particularly charmed us. Among many rhapsodic reviews, one reviewer wrote that Frisson D’Hiver “reminds […] of the refuge of imagination, all the way down to its cloudy, blurry blue-gray musk.” Thank you to all of you who helped spread the word—whether through articles, conversations, or the equanimous act of recommendation, each small gesture is quietly impactful.
Perhaps most importantly, 2025 was a year of connection and community. We hosted our first pop-up, an ice cream social celebrating the final days of summer with free raspberry gelato and samples of Ruche. It was an indescribable joy to meet so many of you face-to-face, and to witness your reactions to Serviette outside the confines of screens and inboxes. We can’t wait to continue connecting with our Serviette community, and we sincerely thank you for your ongoing support.