Nette is bringing the world of niche fragrance into the tennis-and-leisure zeitgeist with Mr. Cloud, a new eau de parfum created with tennis, fashion and lifestyle personality Morgan Riddle and Givaudan master perfumer Antoine Maisondieu. Launching Sept. 22 exclusively at Sephora, the fragrance will later expand to Space NK, Bloomingdale’s and, newly, Saks Fifth Avenue.
The concept translates the sensory details of a day at a private tennis club into fragrance: fresh-cut grass, flowers lining the path to the courts, crisp whites and warm skin after a match. At the center is tuberose, Nette founder Carol Han Pyle’s favorite floral note, paired with an unexpected cold milk accord for a creamy, modern contrast.
Maisondieu builds the composition around a fresh-to-sensual progression:
- Top: freesia, cut grass
- Heart: tuberose, milk accord
- Base: blonde woods accord, skin musks
The scent concept translates the sensory details of a day at a private tennis club into fragrance: fresh-cut grass, flowers lining the path to the courts, crisp whites and warm skin after a match. Nette
The marketing positions Mr. Cloud at the intersection of niche fragrance, sports culture and aspirational leisure. Riddle, a prominent voice across tennis, fashion and lifestyle, recently co-founded The 400 Club, a female-led platform focused on women’s engagement with sports culture. Her involvement gives the launch a cultural world beyond the fragrance itself, connecting the scent to the growing lifestyle appeal surrounding tennis.
At $150 for 50 ml, Mr. Cloud also represents a significant retail expansion for Nette, moving the brand into Sephora while broadening its presence across prestige retailers. The launch demonstrates how fragrance brands are increasingly building scents around specific lifestyle environments and cultural communities, rather than relying solely on traditional floral, gourmand or woody positioning.
