Le Labo

This Gertrude Street per­fumerie with a cult fol­low­ing hails all the way from Man­hat­tan.

Time Out (Melbourne) - - THINGS TO DO - By De­lima Shanti

LE LABO NEVER ad­ver­tises, and it doesn’t need to. The per­fume brand that started out in NYC’S Nolita district in 2006 has birthed a large cult with its uni­sex scents, stripped-back aes­thetic and per­son­alised ser­vice. Bey­oncé burned a cou­ple of the the San­tal 26 can­dles in her ‘Sand­cas­tles’ video on her Lemon­ade record, and ev­ery­one from Alexa Chung to Justin Bieber has been known to wear the brand’s most pop­u­lar scent – the woody San­tal 33 scent with mas­cu­line notes of san­dal­wood, musk and leather. To­day, Le Labo has more than 20 stores around the world, in­clud­ing their first Aus­tralian store in Fitzroy. The main fo­cal point is the fra­grance lab in the back of the room. This is where per­fumes are blended on pur­chase to en­sure the fra­grances are at their peak when cus­tomers take them home. To fin­ish, la­bels can be printed with the re­cip­i­ent’s name or a cus­tom mes­sage. “The [fra­grance mak­ing] process starts with an in­spi­ra­tion,” says Le Labo founder Fabrice Penot. “Then you go to the lab to shape this in­spi­ra­tion with a per­fumer… then it is a back and forth of a few years of wear­ing, smelling, feed­back... some of our per­fumes re­quire over 400 mod­i­fi­ca­tions – some less than 50. You never know when the magic will hap­pen.” Part of Le Labo’s ap­peal is its ex­clu­siv­ity: founders Edouard Roschi and Fabrice Penot have al­ways avoided ad­ver­tis­ing and celebrity en­dorse­ment and, de­spite be­ing re­cently ac­quired by Es­tee Lauder, the com­pany makes just 15 ‘fine fra­grances’. A 100ml bottle of the eau de par­fum is $389, and the roll-on liq­uid balm costs $132, but the scent-cu­ri­ous can try a sam­ple pack from $44. Among Le Labo’s most sought af­ter scents are the city-ex­clu­sive per­fumes, such as Paris’ Vanille 44 or New York’s Tu­bereuse 40. The Le Labo team are keep­ing tight lipped, how­ever, on whether Mel­bourne will be get­ting a sig­na­ture scent. 183 Gertrude St, Fitzroy 3065. 03 9417 1522. Mon-sat 10am-6pm; Sun 11am-5pm.

“Some of our per­fumes re­quire over 400 mod­i­fi­ca­tions”

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.