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"Simplicity means truth. Simplicity also means authenticity."
Tell us about your passion for perfume, how and when it started?
It didn’t start from a passion to perfume. It started with the article “Behind the spritz” when we discovered that only 2% of the price of perfume goes inside the bottle.
What are the inspirations for your creations?
We give our perfumers total creative control. Each fragrance is inspired by a different perfumer. We get dozens of submissions and curate the fragrance that we decide to “publish”.
“Because the only thing that matters is inside the bottle,” is a powerful sentence you wrote. Why simplicity, and putting all your energy into high-quality ingredients is essential for you.
There is just too much noise and fakeness out there. Simplicity means truth. Simplicity also means authenticity. Not lip service “authenticity”, real deep truth that can only come from an authentic place.
What cause is particularly important for you?
Exposing the truth. The only way for consumers to make educated decisions is by knowing the facts. Brands don’t want customers to know the truth, so they spin cover storied to conceal it.