About Us

Who We Are

In a world that never hits pause, your fragrance should keep up.
12th Hour isn’t just a perfume — it’s a statement of presence. Designed for Millennials and Gen Z who live boldly, move fast, and leave a mark, our 12-hour
long-lasting scent is made to accompany your every mood and moment.
From sun-up hustle to late-night conversations, 12th Hour transforms with you — opening with a thrilling burst, and settling into something deeply elegant,
mysterious, and unforgettable.
Bold like your ambition, refined like your taste — 12th Hour is more than just a fragrance. It’s an extension of you.
Inspired by the duality of modern life — chaos and calm, power and poise — this scent blends timeless class with a fresh edge.
12th Hour Founder Image

Founder

Varun Singh Jethwant

My family has been in the perfume industry for
the last 20 years. I took some of my original
formulations to my professor at that time, he
said "Why don't you create your own B2C
brand?". I met Soumitra and we decided that
we wanted to create fragrances for the Indian
climate and body type, perfumes that last long
and have original scents, something novel.
12th Hour Founder Image

Founder

Soumitra Shendye

As an MBA student, I noticed that high-quality
and concentrated perfumes weren't available
to Indian consumers. We wanted to create
something that all age groups can access, so
that fragrances can be a part of everyday life,
whether it's work, time spent with loved ones
or self care.