Meet Perfumehead, the olfactory brand of The Fragrance Fanatic – WWD
Turning passion into fragrance wasn’t difficult for Brian Giles, the mind behind Perfumehead.
For the entrepreneur whose resume includes Too Faced and Benefit Cosmetics, it all started after a bout of COVID-19 took hold of his nose.
“After three months, when my sense of smell returned, I really started to appreciate and almost honor the lost art of our sense of smell,” Giles said. “We take perfume for granted, and that was really the tipping point to develop and refine why I wanted to do perfume.”
The end result is Perfumehead, a luxury collection of seven perfume extracts that will mark their retail debut on Violet Gray on September 12. Each is priced at $425.
“I positioned the brand as luxury because I wanted the finest notes, the finest ingredients and also a return to craftsmanship,” Giles said. “Everything is handmade, and I wanted to be very deliberate about it.”
The brand draws inspiration from Giles’ time in Los Angeles, where he currently resides, with names like Hollywood Perfume (with notes of Turkish rose, patchouli and amber) and Somewhere (with notes of palm leaves, of lemon blossom and palo santo).
“It’s my own ‘osmocosm,’ which we talk about as our olfactory universe,” Giles said. “I didn’t want LA to be a cliché, the kind of old Hollywood tropes. I wanted the smells and emotions that I feel living here.
To that end, Giles developed each of them taking into account a few factors, from the time of day to the mood of the wearer. “It was about translating that into the notes we would choose and how we would layer them,” Giles said. “I also wanted the scents to be at the highest possible level of perfume oils, and that’s why they’re all extracts.”
He also expects Perfumehead’s value proposition to resonate widely. Although Giles declined to quantify sales expectations, industry sources estimated the brand would hit $4 million in net sales in its first year on the market.
He plans to eventually expand the retail footprint, but noted that “when you launch with Violet Grey, there’s so much they do for you, starting with the Violet Code,” a- he declared. “It’s about getting the products into the right hands, and he’s a fantastic customer for a small brand.”