One of the issues that many perfume companies face when they try to upscale their business is that it’s often hard to adapt their core values. The idiosyncrasies that make you unique run the risk of being buried within a new corporate structure, and existing fans can be disillusioned by the changes. You can’t remain the same when production dramatically increases, especially when there are outside investors keeping a close eye, but it’s how you manage that transition that is key. The latest company to take on the challenge of upscaling is Rook Perfumes and, whilst the packaging may have changed, the heart has remained.