The first and only Finnish perfumer, Max Perttula has always had a dream: to run a cosmetics business of his own with a product range of world-famous, self-made perfumes and cosmetics of high repute. Max created his first cold cream at the age of seven, and while his mates were playing football, Max sat at the library studying the ins and outs of cosmetics, scents, chemistry and dermatology. In 2005, at the age of 32, Max realised his dream when he started his business, Max Joacim Cosmetics. Now, after two years of business, Max is on the edge. He´s totally broke and he desperately needs some orders to be able to pay back all the loans he´s taken for running his business. On the other hand, if he receives orders, he’ll face another problem: how to produce enough perfumes for the customers? Gently and humorously, the film portrays Max Perttula striving for his dream. It follows Max´s life closely for 18 months, during which time Max encounters small pieces of success and great desperation, finally achieving an international breakthrough.