Its a fragrance company that picks out and reproduces singular scents, instead of making up scent coctails, which is the done thing.
So people can look up things they already know and love, like freshly baked bread, thunderstorm, snow, grass, books, the laundromat. Stuff that smells really nice, but no-one else would consider making it into a fragrance, like mushrooms or cucumber or black pepper or play-doh.
Got some samples the other day. I'm wearing Holy Smoke with Leather at the moment. It's the perfect S&M scent.