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House · 30 fragrances

Le Labo

Founded 2006 · Fabrice Penot, Edouard Roschi · United States

Le Labo started in a Nolita storefront in 2006 with a deliberately minimalist, bottle-blended-on-demand sales theater that became its entire brand. Each fragrance is named for a single dominant note plus a number (Santal 33, Rose 31, Bergamote 22): clean, clinical, anti-marketing. Estée Lauder bought the house in 2014 and the cult never broke. Santal 33 in particular became one of the most-imitated fragrances of the 2010s. You can smell it walking through any cool-leaning American city.

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