Perfume as a speciality on social media didn’t exist a few years ago because the beauty industry thought it was impossible to describe a smell; I wanted to prove them wrong.
I think of myself as a fragrance messenger… I’m here to share the story behind it, to relay the concept, explain who made it and how they put it all together, and then to describe how it smells as best as I can – using metaphors, flavours, cultural references, temperatures and textures.
Perfume language can seem intimidating, like a secret member’s club where if you don’t know what a chypre is then you can’t come in... I often don’t even mention the list of notes. It’s like reading out the list of ingredients in a recipe: baking powder, bicarb, self-raising flour and eggs aren’t going to describe how a cake actually tastes, right? So instead, if a scent has a predominant sandalwood note, I’ll describe it as if you’ve chopped down a tree and stuck your nose directly into its damp, creamy-fresh trunk heart. Likewise there might be a summery perfume packed with tiare flower, ambergris, coconut and musk… if I listed those it would sound like a migraine but if I told you it smelt of hot suntan oil on salty skin then you’re going to want to IV-drip it straight into your veins.