Let me introduce to you the scent that’s taken over Instagram feeds alike: Le Labo Santal 33. New York Instagram bloggers in particular have formed an addiction to the scent. Since its release eight years ago, the scent has blown up, and we’re here to figure out why.
What makes the scent so desirable? The blend of sandalwood, cedar wood, cardamom, iris, violet, and ambrox, has a sexy, sophisticated, unisex essence. If you could bottle up the spirit of New York, Le Labo Santal 33 is what you’d get.
Co-founder, Fabrice Penot, told Fashionista.com, “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 makes for the perfect Instagram “shelfie”. Each bottle is personalized, featuring the date of formulation and your name.
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.