Why You Are Here

There is a famous scene in the 1999 movie, “The Matrix” where Morpheus tells the main character Neo that he is living in a simulation.

“Let me tell you why you’re here. You’re here because you know something. What you know you can’t explain, but you feel it. You’ve felt it your entire life… Do you know what I’m talking about?”

Now, I assume you won’t ever have to wake up from a simulation in an abandoned building on a stormy night. Nonetheless, this scene teaches us something valuable about trusting our intuition.

The world of perfume is very technical, sometimes inaccessible and intimidating like the world of wine. To make matters worse, marketers take advantage of this fact with branding that is closer to fiction than reality. And perhaps deep down, you know that sometimes, the perfume you buy is not nearly as valuable as what it pretends to be.

So why are you here?

Perhaps you are searching for something genuinely precious in the sea of noise.

If so, you’re in the right place. But here is how you can tell your intuition is correct.

You are looking at an independently owned perfume house, one that can isolate itself from constraints. We are a perfume creation oasis where no one can force us to conduct focus groups that halt creativity or to optimize fragrance formulas for cost instead of beauty. We are free.

But more importantly, we create everything in-house. Many companies say this as a marketing ploy, but unless they have a classically trained perfumer at the helm, trust us, they are most likely outsourcing creation to one of a handful of massive undifferentiated corporations.

I hope you’ll look for these two hallmarks, creative independence and mastery, in all the houses you are exploring.

But, ultimately, you’ll have to try scents over and over again and find things out for yourself. All I can encourage you to do, is to trust what you feel. Trust your intuition.

-Morpheus