When Daniel Patrick Giles made a decision to commence a perfume line, he established out to do so with a haute couturier’s meticulous attention to inspiration, craftsmanship, and branding. Though his track record in trend and beauty motivated him to make a fragrance residence on par with the greats — pondering together the traces of Frederic Malle, Chanel, and Diptyque — he selected to do so as a result of the lens of an Angeleño. The purpose with Perfumehead was to make gorgeous scents, and to the Toronto-born innovative, the metropolis of Los Angeles served as the top muse.
“I failed to want it to be LA as a cliché, I needed it to be my osmocosm, or scent universe, of Los Angeles,” he tells POPSUGAR. “Part of my philosophy on scent is that I see it like cinema there definitely is depth and narrative and emotion in a excellent scent. LA was the great backdrop for me simply because I enjoy living here.”
Envisaged from the starting to seize the city’s cult attractiveness through the eyes of its founder, Perfumehead evokes the inherent contradictions in the city’s legacy: a position where memories of Outdated Hollywood glamour exist alongside modern-day-day decay where timeless elegance coexists with mercurial developments. The brand’s aura exudes a sense of exclusivity — a magnificent very little solution shared between the industry’s inner-sanctum — even prior to you dive into the olfactory experience of the seven-scent selection.
Master a lot more about Perfumehead from founder Daniel Patrick Giles under.
DPG: It seriously began for me when I was 16, my love affair with fragrance. I was on a faculty vacation to Paris, and although every person was heading for the Eiffel Tower, I was beelining to the Galleries Lafayette to invest in YSL Opium. The campaign was shot with product Jerry Hall, and Helmut Lang had carried out the photography. I stated I was acquiring it for my mother, but I was definitely shopping for it for myself. It was these kinds of an unbelievable working experience I experienced by no means viewed another person present a fragrance right before. I instantly just fell in appreciate.
My vocation ties into this since I was the inventive director at a company known as Holt Renfrew in Canada. I worked with all the fragrance residences and fashion properties and accessory homes. They would occur into the shop and converse about notes. We launched Jo Malone, and I was impressed by the extent of her line. That was the second layer that seriously was poignant for my love of fragrance.
Then I would convey almost everything to COVID and closer to the very last pair years. I have been in the sector over 20 several years and usually desired to get started my own enterprise. At starting of COVID, I made the decision this was it. But in 2020, I just about died of COVID — my medical professional saved my existence, which is how lousy it was. In a subject of five times, my full lifestyle improved. I experienced migraines for months, in no way bought out of bed for two and a 50 % months, and I shed my sense of smell.
I was halfway via Perfumehead, and my feeling of scent was long gone. It only lasted about a thirty day period or two, but as I acquired superior in excess of the training course of a yr, I started off to truly recognize, crave, and recognize that scent is some thing that we take for granted. I became considerably extra passionate, I would say, about fragrance mainly because I experienced misplaced it. I vowed that through that knowledge, I would never ever choose it for granted and I would seriously enjoy natural, attractive smells substantially more, and I required to share that with folks.
DPG: There is a reserve that I go through that had a pretty essential impression on the brand name, termed “Nose Dive” by Professor Harold McGee, where by he talked about the osmocosm — the scent universe, or universe of scent. I glimpse at fragrance slightly differently: we all dwell in an osmocosm and have the option to middle and surround ourselves in scent. Component of my philosophy on scent is that I see it like cinema there truly is depth and narrative and emotion in a fantastic scent.
Los Angeles was the great backdrop for me when I started creating scents. I seriously desired to make this like letter to the town as my imaginative muse: it can be a town with no restrictions, a city of contradictions, and I obtain living right here to be a extremely heady knowledge. So as I was crafting the model and fragrances, I desired to start out in LA simply because I imagined it captured a large amount of the sentiments and factors that go into a fragrance through the fragrance notes.
Like LA, fragrance notes are quite layered I drew heaps of parallels. I did not want it to be LA as a cliché, I needed it to be my osmocosm of Los Angeles. Which is how I genuinely started forming the concepts for the fragrances. For case in point, Place Range is all about my experiences of remaining at the Chateau Marmont when I did not are living in this article — there is decadence and decay in just this seriously previous lodge that is still right now in which all the hip, neat folks want to be. All these components definitely factored into the stories I preferred to convey to. I did a ton of investigate all around Los Angeles. The first title of Los Angeles was Queen of Los Angeles, and which is the place the title of Reine des Anges arrived from.
Just about every fragrance also has a time of working day and has an emotion at the rear of it. I put alongside one another this major, elaborate scrapbook of the temper I desired to generate with each and every fragrance. It layered and constructed from there as I labored with 4 female perfumers.
DPG: Just one thing I did was I mostly labored with woman perfumers. From what I saw from my several years in the trend and magnificence business, most of the noses were male. I have that male viewpoint, but I wanted the woman standpoint. I assume it was just one of the greatest items I did since all of our fragrances are gender-neutral. I do not see fragrance by means of gender. This permitted us to have total innovative independence to truly climb into these tales and build fragrances close to them.
I also partnered solely with Violet Grey due to the fact I wanted an LA launch and for the retail companion to be legendary to LA. The retail store is extremely curated, and I’ve been a enthusiast of Cassandra Gray and the Violet Gray principle given that day a person. As a buyer at that store, I kept wondering about it as currently being this attractive jewel box — it can be so personal, so own, and very small. I imagined that when experiencing fragrance there, it could become a particular knowledge. I really created the perfume bottles with Violet Grey in intellect.
My whole intention was to develop attractive scents. I wasn’t making an attempt to be polarizing. Retain in intellect these are extracts they are not an eau de parfum. Our proportion of oil is really significant, and all our goods are hand poured, hand labeled. It is very substantially back again to the craftsmanship. I preferred folks to sense and working experience a little something. I wished it to come to feel pretty a lot aged globe but contemporary and truly have the craftsmanship be an emphasis so it is intimate and produced in tiny batches.
I spent 15 years as a trend director, and I am so grateful for that track record since I look at fragrance the identical way: this is the haute couture of fragrance. When you glimpse at couture and the handcrafted components that go into it, it really is precisely that concept. That played vastly into the development and inspiration — most of my inspiration comes from the manner world, flicks, legendary girls and guys in movies. Jane Birkin, for occasion, is legendary to the manufacturer. I also have a tendency to like a large amount of what transpired in the ’70s — I like the casualness-but-not of the ’70s. So manner performs a massive function.
DPG: I have seven kids, but I’m going to be that terrible mum or dad that picks a preferred: Cosmic Cowboy ($425). I normally wore a musk fragrance, no matter if it was Kiehl’s or Frederic Malle or Serge Lutens, which is one of my favorite fragrance makes. I wanted to produce a musk scent for myself, so Cosmic Cowboy is my fragrance. I’ve worn it considering the fact that prePerfumehead. I was by now working on it a 12 months or two ahead of, and folks would always prevent me and ask what I am putting on.
But immediately after making the quintessential musk fragrance, what started off taking place was I began mixing it with Canadian Tuxedo. So the Canadian Tuxedo and Cosmic Cowboy combination turned my new preferred. It truly is actually pretty, layers fantastically, and instead of obtaining 20 notes in a fragrance, you happen to be having 40. When you test Cosmic and Canadian jointly, it will remain with you for hrs.
That is what a whole lot of persons like about the wearability of the brand. The two with each other tends to make a form of dance of all these lovely notes.
Graphic Source: Courtesy of Perfumehead / Illustration by Ava Cruz