Two Ed­mon­ton la­bels join forces to cre­ate a first- of-its-kind Cana­dian scent


A hit fra­grance for a fash­ion house is like bit­coin in a bot­tle: a path­way to cold hard cash. Here in Canada, where fash­ion de­sign­ers have yet to re­ally dip their toes into scented wa­ters, Ed­mon­ton-based de­signer Malo­rie Ur­banovitch and eco-lux skin­care and per­fume la­bel Pura Botan­i­cals col­lab­o­rated on a pi­o­neer­ing small-batch Cana­dian per­fume, out May 4. “It’s some­thing I fan­ta­sized about even as a child,” Ur­banovitch says about cre­at­ing a fra­grance for her epony­mous cool-girl la­bel. “I wanted to de­velop a scent that is not only el­e­gant and thought­ful, but good for the body as well.”

Pura Botan­i­cals founder and nose Lane Ed­wards calls the blend of Si­cil­ian bit­ter or­ange, Egyp­tian vi­o­let leaf, Cana­dian neroli, In­done­sian ve­tiver and cold-pressed jo­joba oil “an­drog­y­nous, rich, haunt­ing and spicy with a touch of sweet, flo­ral smoke.” Ur­banovitch also paints a slinky pic­ture: “The smell of win­ter melt­ing into spring,” she riffs, “plant­ing flow­ers in the dirt with your bare hands, em­brac­ing your lover after work­ing in the gar­den over a glass of musky scotch, and your scents be­com­ing one.” Is it get­ting hot in here, or is the Cana­dian per­fume mar­ket just heat­ing up? UR­BANOVITCH NO.1, $75, PURABOTANICALS.COM AND UR­BANOVITCH.CO

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