THE STORY
We started with a question we're still chasing today: How do you make something feel like nothing else on the shelf, without turning it into something only certain people feel like they're allowed to buy.
One of us spent years running perfume companies and watching "luxury" get used as an excuse to charge more for less. One spends most of his time making other people dance in nightclubs, understanding what moves a room and how trends cycle. One has an unreasonable relationship with getting the print, typeface and intricate details of a product exactly right.
Three very different people, with one shared obsession: detail.
The concrete cap, the wooden box, the linen bag. None of it is made to look luxurious. It's made to be used every day and still feel exactly right a year from now.
Every scent starts with us, the idea, the mood, the feeling we're chasing. We hand that brief to Robertet, one of the most respected fragrance houses in the world, and they turn it into the science: the formula, the chemistry, the technical craft most people never see. We guide it. They build it.
Even the numbers in our names mean something. Lovers Aoud 47, Pepper Noir 31, Smoke Show 59, the number isn't there for style. It's how many ingredients actually went into that bottle. If it took 47 raw materials to get it right, it's called 47. Every luxury perfume house will tell you it's Eau de Parfum. Ours isn't. We use a higher percentage of oil, which means it lasts longer on your skin. We call it Perfume because we're English and that's what it is.
We don't put our names on the bottle. Not because we're hiding, but because we'd rather the perfume do the talking. We make it in runs of 100, numbered as they go. When a batch sells out, we start the next one, never quite identical, always made the same stubborn way.
