The scent that has been taking over Instagram feeds alike: Le Labo Santal 33. Le Labo fans have formed a strange addiction to Santal 33, the fragrance has had outstanding success since its release eight years ago.
The scent is a blend of sandalwood, cedarwood, cardamom, iris, violet, and ambrox. Le Labo’s co-founder, Fabrice Penot, said to Fashionista in 2017, “We never thought about who was going to wear it in terms of gender at Le Labo. We are more thinking of the souls—perfumery has to be sexual to me—it has to create an attraction, an addiction.” Perhaps that’s why New Yorkers are so drawn to it: it represents a certain sophistication achievable by blending masculine and feminine elements.
The personalized minimal packaging makes it even more desirable (and also makes for the perfect Instagram shelfie). Each bottle features the date of formulation and your own personalization of your name, nickname, or whatever name or phrase you’d like to add on your bottle.
Le Labo seized the opportunity to take to Instagram to post about their cult of fans, creating the IG handle @overheardlelabo where you can find people from all over the world talking about Le Labo.