“Working in the business of beauty, it takes a lot for me to feel wildly excited by a scent. I am also silly for a potion from Le Labo or Byredo or Frédéric Malle, making me the toughest of critics. But I was quite literally knocked off my pedestal (couch) when these landed on my desk (kitchen bench). They feel like a fresh take on perfume and an accessible way to enjoy the wonder that is niche fragrance. And while I’m a sucker for a brand story, the lack thereof in this instance feels just as exciting.”

Emily Algar

Beauty Editor, GRAZIA

CONFIDENCE

Whisper when the crowd is so loud;

Pack a lot of punch in an understated guise;

Get noticed in taste-making, well-curated stores;

Cut through the cover stories;

Don't compromise.