It wasn’t the first fragrance because we thought it would sell the best. It was the first because it represented exactly where we were—stepping into something completely unknown.
I’d spent years helping build fragrance brands for other people. I understood the industry, but starting my own brand was different. There was no roadmap, no retailer waiting, no guarantee that anyone would care. Just an idea that wouldn’t leave me alone.
The word blind stayed with me because that’s what it felt like. Moving forward without knowing where we’d end up.
Maybe that’s why the fragrance became so green.
Juniper. Basil. Wild fig. Mediterranean cypress.
