SIMPLE IS THE NEW BOLD
I replaced the fake moods, marketing gimmicks, travel tales, and other nonsense with a bold brand that needs nowhere to hide.
Ariella Appelbaum, Founder
We offer the greatest perfume designers in the world total creative control, unlimited budgets, and a promise not to tamper with their work.
Carlos called this opportunity “Godsend”. For Patricia, it was “a dream come true”.
Luxury is indulging with remarkable ingredients. Catherine didn't hold back when we told her not to worry about the cost, and used the most expensive rose from Grasse.
It takes 1 ton of handpicked rose petals – enough to fill a barn – to manually extract 1kg of the rose that WF/2020 is made with.
WF/2020 was nominated by The Fragrance Foundation for the prestigious "PERFUME EXTRAORDINAIRE" 2020 Award along with Le Labo, Frédéric Malle, Comme des Garçons and Zoologist.
GENDER-NEUTRAL & CLEAN
The entire collection is gender-neutral.
Our fragrances are free from parabens, phthalates, dyes, toxins, and preservatives. They are also 100% vegan and cruelty-free.
Our planet is priceless. This is reflected in the materials we choose.
Ingredients are ethically sourced. Fragrances are created under the "Green Company" seal. Magnetic caps are made from a thermoset resin in a cradle to grave sustainable manufacturing process. 32% of the resin ingredients are plant-based and come from renewable sources.
Our packaging is made from recycled cardboard and designed to eliminate the need for a secondary shipping box.
We use the best materials money can buy. Glass bottles from Italy. Magnetic caps and spray pumps from France. Sustainable packaging from the US.
We know where to get cheap substitutes. We choose to buy from countries that put the environment first.