THE WHAT? Tech enablement platform House of X has entered the personal care market via the co-launch of fragrance brand Blanko in partnership with Indian pop star King, according to Indian Retailing.

THE DETAILS The name stands for Blank Out The World, with the first two scents called Dawn and Dusk.

THE WHY? The launch helps House of X enter a new industry, with the tech company aiming to build a global commerce infrastructure to help the creation of digital-first, creator-led D2C brands in India.

Raj Shamani, Content Creator and Founder, House of X said, “Having the first-mover advantage in being a tech platform that enables creator-led D2C brands, we are confident in our ability to take Blanko to new heights with our end-to-end tools.”