Boris van ’t Wout is a Dutch entrepreneur and founder of Ascent, a modern fragrance brand challenging the traditional perfume industry. With Ascent, he set out to rethink the luxury business model by offering high-quality, long-lasting perfumes without the excessive markups typically associated with designer labels.

Driven by a belief that luxury can be both desirable and fair, Van ’t Wout focuses on transparency, craftsmanship, and direct-to-consumer distribution. By cutting out unnecessary intermediaries, Ascent positions itself as a new-generation challenger brand combining refined scent compositions with a more honest and accessible approach to pricing.