Latest / Skin Anarchy / Emmanuelle Moeglin, Founder of Experimental Perfume Club (EPC)

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Emmanuelle Moeglin, Founder of Experimental Perfume Club (EPC) · Skin Anarchy

• 0:02
  SPEAKER_01: Hi guys, welcome back to Skincare Anarchy.
• 0:05
  SPEAKER_01: This is your host, Ekta, and I have a fantastic guest for you guys today.
• 0:09
  SPEAKER_01: I am so excited that we are launching interviews about perfumes and all the all that beautiful stuff with this episode.
• 0:17
  SPEAKER_01: So without further ado, I want to introduce you guys to Emmanuel Mowlin, who is the founder of EPC Experimental Perfume Club.
• 0:26
  SPEAKER_01: So welcome to the show, Em.
• 0:27
  SPEAKER_01: I'm so, so excited and humbled that you had the time for this.
• 0:31
  SPEAKER_00: Oh, thank you so much, Exa.
• 0:32
  SPEAKER_00: It's a great pleasure to uh chat with you and thank you so much for inviting me.
• 0:37
  SPEAKER_01: I I would love to get started by talking about your background and your your career because I know you have uh a wealth of experience um in this industry.
• 0:46
  SPEAKER_01: So can you tell us um about your background and what led to EPC?
• 0:50
  SPEAKER_00: Yeah.
• 0:51
  SPEAKER_00: Um yeah, so my background in perfume actually just goes back to uh a long, long time ago when I was a child and I was completely fascinated with the fragrance world.
• 1:02
  SPEAKER_00: And uh and yeah, and just like since the age of like 10, 12 or something like this, I can't remember.
• 1:09
  SPEAKER_00: I just I I just got into this obsession of like I will enter, I will get into this industry when I when I'm an adult.
• 1:18
  SPEAKER_00: And so I did all of the checkbox and I'm I'm lucky I'm French, so in France we have access to perfumery school.
• 1:25
  SPEAKER_00: It's it's one of the few countries in the world where where you've got some of the best perfume schools.
• 1:30
  SPEAKER_00: So um after studying uh perfumery at uh one of the main uh perfume schools actually in in Versailles near Paris, so Izibka, um I I met what I entered the industry essentially, and it's quite it's it's very competitive industry, um and you really have to almost be obsessed or a nerd to get into this industry because there's just so few spaces available, and I just I just did everything I could to you know through work experiences and through anything when I was like 16, 18 years old to just show that I was committed to this as a kid, and um I was what did that entail, and like I I want to know like what goes like as if you want to go into a perfumery and you want to do that in France, like what what do you have to do to get into those schools?
• 2:28
  SPEAKER_00: Yeah, I know it's a mystery to most people actually, and uh and most people discover the uh the idea of having a career in in fragrance development only later in life because you know, as a child, as a kid, you don't necessarily have access to that to to to to the to the knowledge that they are perfume school, so it's not a straightforward pathway, they are straightforward um career, which I I was lucky to actually get into.
• 2:55
  SPEAKER_00: So if you um if you enter a perfumery school like I did, so the one that I did is is called Izibka, and it's it's one of the main ones, and you know it's it's it's pretty straightforward in the sense that when you get out of the school, you you know, you chances are you're gonna be in in the industry as and start a career in fragrances.
• 3:19
  SPEAKER_00: Um, but there are also you know more and more different ways now um to retrain, and um there are also uh amazing uh perfume schools that are part of um of um in well industry players, so Furries, Shim Rise, uh IFF, they all have their perfume school, but you know, when I was telling you that the fragrance industry is competitive, well, you can try to get into those schools, they only accept like five students every two or three years, and these are the creme de la crème of perfumery, so yeah, it's either through a school which is like you know, Izibka, or they are also AF Astho in uh Graz in South France, or through in like internally into the industry.
• 4:11
  SPEAKER_00: So you kind of train and you kind of um you know join that kind of internal academy.
• 4:18
  SPEAKER_00: It is not um straightforward, but I always say to people that if they commit it, but really, really committed, then there is a way to get in there, you know.
• 4:28
  SPEAKER_00: They they just have to work through it.
• 4:32
  SPEAKER_01: Um, I want to actually ask you because I know that you know there's obviously a difference between somebody who just enjoys sense, you know what I mean, and then um someone with you know such a trained nose, I guess you could say, right?
• 4:43
  SPEAKER_01: Um, as such as yourself.
• 4:44
  SPEAKER_01: So can you tell us about that?
• 4:46
  SPEAKER_01: And like in terms of like when you first wanted to create EPC, like what were some of the things that went behind that as far as your expertise and like what you wanted to create?
• 4:55
  SPEAKER_01: You know, I I want to know all the details of what would be what behind this.
• 4:59
  SPEAKER_00: Yeah, yeah, no, absolutely.
• 5:01
  SPEAKER_00: And I think it's a great question, actually, because you know, the there is a big difference between um an aficionado of perfume, someone who's gonna be, you know, um experimenting at home with creation or essential oils or ingredients and a perfumer.
• 5:21
  SPEAKER_00: And it's it's quite important to make the distinction because uh a perfumer um it's for me, well, for me, for also for the industry, someone who actually works in the fragrance industry.
• 5:33
  SPEAKER_00: So someone who has experience creating fragrances, developing perfume as part of an industry outcome.
• 5:42
  SPEAKER_00: So obviously, this is a big difference with someone who you know just enjoy and experience perfumery as a craft at home, um, doesn't necessarily develop and um you know create perfume as in as a commercial end.
• 5:56
  SPEAKER_00: And so it's really important because at EPC I promote the understanding and the learning of perfume for people who are aficionados.
• 6:08
  SPEAKER_00: So we're not a school, we're not a you know, an official places that give, you know, diplomas or certificates, but the inspiration behind Experimental Perfume Club was to really bring the you know to make perfumery more accessible and to make the um you know the the behind the scene of perfumery more um accessible to the masses.
• 6:32
  SPEAKER_00: So for people not to approach perfume as a as a finished product, as in, you know, as a as a over overly marketed product, which is the case nowadays, you know, perfume is perhaps a bit overly marketed.
• 6:47
  SPEAKER_01: Yeah, it's like it's like you know, associated with a celebrity or associated with like a I mean it's like it's not about that.
• 6:53
  SPEAKER_01: I mean, I've I I don't want to interrupt you, but I just want to say like I've had really hard times finding good perfume because I really enjoy like a fresh scent, but nothing that smells like soap.
• 7:03
  SPEAKER_01: So like that's the best way I can describe.
• 7:05
  SPEAKER_01: I mean, that's my preference in terms of like just general overview.
• 7:08
  SPEAKER_01: So finding scents has been for me almost a struggle because everything I see is like endorsed by a celebrity, like I said, or you know, it's just like really big in your face, or just you don't you can't find it, you know.
• 7:20
  SPEAKER_00: So yeah, yeah, no, absolutely.
• 7:22
  SPEAKER_00: And I think you know, that that was also one of the inspiration behind EPCs to kind of straight down that that you know supermarketed industry and and bringing it back to the essential, which is essentially the you know, a perfume is made out of ingredients and it's a formula.
• 7:40
  SPEAKER_00: And you know, if if you understand how this is created and how it's made, and if you get to name um and recognize bergamot as opposed to being told that your fragrance has bergamot, or if you really get to understand this the real smell of jasmine as opposed to being told that it has jasmine, then it really opens a new world.
• 8:02
  SPEAKER_01: And then, you know, yourself, for instance, as a as a user of perfumes, then perhaps if you've if you've got access a little bit more to that kind of um, you know, stripped down um ingredients and and knowing how to deconstruct a perfume, then but maybe you would be able to choose perfume better for yourself rather than just being you know led by, you know, oh you know, uh buy my perfume because it's it's backed by this amazing celebrity and you know it's asking and you know well, no, that's a beautiful point because here's the thing, you know, I think women for for many, many years have used you know scent as a way of almost expressing our personalities, and it's almost as if you're mixing colors, you know.
• 8:47
  SPEAKER_01: I think of it like that, like it's an art, and you know, whatever you create and whatever you choose to put on as your fragrance of the season or however you like it, that is when you leave that behind, the imagery in someone's mind is you, you know what I mean?
• 9:01
  SPEAKER_01: So it's like I've always viewed it as that, and I I just can't I've never understood why you would want something that like everyone is wearing, you know what I mean, or like it just we just blend into the crowd.
• 9:10
  SPEAKER_01: So that's why I really love what you're doing with EPC.
• 9:14
  SPEAKER_01: And I want you to talk about um just how you know what is the top base and the mid and the you know what I mean?
• 9:20
  SPEAKER_01: I I think people don't understand all of that stuff, so yes, yes.
• 9:24
  SPEAKER_00: I know there's so much education to do around perfume and also so so many urban myths and and you know things that have been told in press and things like this.
• 9:33
  SPEAKER_00: And I think you know, people are quite fascinated by learning the actual truths of perfume.
• 9:38
  SPEAKER_00: So I you know, I well, you know, at EPC, I'm really trying to bring back that truth and to kind of really tell people, you know, this is how it works, and and people can understand, you know, that perfumery is very, very complex if you really go to the nitty-gritty of it.
• 9:55
  SPEAKER_00: But you know, at the top level, you know, formula and ingredients, then you know it's completely accessible to people.
• 10:03
  SPEAKER_00: But essentially, what um you know EPC is about, we we we provide kind of two different two ways of approaching perfumeries, either through our workshops and more advanced courses.
• 10:19
  SPEAKER_00: So this is very much of you know, you kind of dive down and you sit down and you learn with a uh with a teacher with perfumer.
• 10:28
  SPEAKER_00: So it's it's actually myself on the at the EPC.
• 10:31
  SPEAKER_00: And so um yeah.
• 10:34
  SPEAKER_00: Yeah, I run I run all of the workshops and the one-to-one consultation, and we do all loads of things on on um in our London lab, but we also have online courses.
• 10:46
  SPEAKER_00: So this is really the kind of the the the experience that we provide either in lab or in or online.
• 10:54
  SPEAKER_00: And so the um other thing that we that I've done and I've developed um after the workshops was uh our fragrance collection, which you have been uh playing with.
• 11:08
  SPEAKER_00: Yes, yes, the the the fragrance collection was actually inspired by um you know the experience and the and the educational um aspect of the brand.
• 11:20
  SPEAKER_00: So um uh essentially it's uh it's a fragrance collection that um is made out of um uh fragrances that we call essentials, so they are minimalistic fragrances, and you know, they're kind of stripped-down fragrances, and um these fragrances can be worn individually, but the beauty of it is that I've created them so that you can blend them together and create something that is completely unique to you.
• 11:47
  SPEAKER_00: So um we've got little kits, so we call them creation sets that is composed of three parts, so three fragrances, and um you can well, we have essentially six fragrances in a collection, and you can mix and match blends those fragrances in any possible combination.
• 12:08
  SPEAKER_00: So we we couldn't figure it out mathematically how many it is, but we figured out it was over 50,000 possible combinations, so wow, yeah, and so you can have like you know, you can play infinitely with this kind of um well, we could you know we call them the essentials, so this kind of stripped down formula that when you mix them together, you are guaranteed that it's gonna work.
• 12:34
  SPEAKER_00: So the way creation works is that it's always made out of a trio of fragrances.
• 12:40
  SPEAKER_00: So the first of the trio is called the top, it has the colour yellow and it's representative of a fragrance that is fresh.
• 12:49
  SPEAKER_00: So, you know, like when we when we talk about the pyramid of a fragrance, it's created a three-building block.
• 12:56
  SPEAKER_00: That top note is that freshness, the opening, but then you've got the heart.
• 13:00
  SPEAKER_00: So for us, it's the fragrance that is the we call the mid, and it's represented with a colour pink, and um it's kind of softer, more mellow.
• 13:12
  SPEAKER_00: It's essentially notes or fragrances, and I'm not fresh, not heavy.
• 13:16
  SPEAKER_00: And then you've got the base.
• 13:17
  SPEAKER_00: Um, so the base is essentially the the dry down of a formula, and it's uh made out of ingredients and and so fragrances that tend to be deeper, warmer, very long-lasting, so much heavier notes.
• 13:32
  SPEAKER_00: And so the collection is is kind of split into the three parts of that you kind of reconstruct in a sense to kind of really create your own.
• 13:42
  SPEAKER_01: So I love it.
• 13:43
  SPEAKER_01: Yeah, no, I love that you said the um you can use them as individual as well, because I created my own.
• 13:48
  SPEAKER_01: I'm not gonna lie, everyone listening out there, I was like such a chemist with this.
• 13:52
  SPEAKER_01: I was like, Because the kit comes with like a dropper and like a it's just a beautiful like presentation the way you have it, you know, it's really easy to use.
• 14:00
  SPEAKER_01: And I I remember I was like, okay, I can add like five drops of bergamot, you know, or like the sandalwood.
• 14:06
  SPEAKER_01: And it was like just so fun, you know, playing with it.
• 14:09
  SPEAKER_01: And it was like the the best experience because for me, it's always like there's too much, like that musky smell and perfumes, or there's too much, you know what I mean?
• 14:17
  SPEAKER_01: Like I don't get enough fresh freshness.
• 14:19
  SPEAKER_01: So I really, really, really like that um that experience is what I'm trying to say, you know, as a consumer.
• 14:25
  SPEAKER_00: Oh, I'm great.
• 14:26
  SPEAKER_00: I'm glad that you enjoyed it.
• 14:27
  SPEAKER_00: It's great, it's great to hear that because you know, obviously these little sets that's recruited in the in the collection that I've created are really to kind of give that sense of you know, for for for our users that of of playfulness and experience and fun, but also, you know, really kind of um you know, being part of what you're wearing as well, not yeah, being able to choose and and to and to also understand what's in your fragrance.
• 14:56
  SPEAKER_00: So I'm glad that you you you got that.
• 15:00
  SPEAKER_01: I love it.
• 15:01
  SPEAKER_01: I love it.
• 15:01
  SPEAKER_01: And I think, you know, I just want to say this for everyone.
• 15:03
  SPEAKER_01: Listen, it's like, you know, for me, I like to think of it as like, you know, we have so many senses, right?
• 15:09
  SPEAKER_01: So like every with every sense we perceive and with the, you know, with our scent, like with you know, smelling, like that is such a powerful, like, you know what I mean, powerful physiological adaptation that we have.
• 15:21
  SPEAKER_01: And it's like, you know, you have to like honor that.
• 15:24
  SPEAKER_01: And I've always had this immense respect for perfumery for some reason, even when I was a kid, like I was always like really fascinated by the world.
• 15:30
  SPEAKER_01: And I think it almost reminded me a little bit of like alchemy or something.
• 15:34
  SPEAKER_01: You know, I don't know.
• 15:36
  SPEAKER_01: But it was it was amazing because I would always remember like people who were kind to me, I would remember the perfume, and like that's what stuck with me, you know what I mean?
• 15:45
  SPEAKER_01: That's why like I'm just obsessed with what you're doing because it's so important for us to be able to express ourselves, you know, in in so many different ways.
• 15:53
  SPEAKER_01: So I love it.
• 15:54
  SPEAKER_01: Yeah, everything about it.
• 15:55
  SPEAKER_01: Yeah.
• 15:56
  SPEAKER_01: So I have another question for you.
• 15:57
  SPEAKER_01: So, um, what is you know, in terms of like the chemistry of perfumes?
• 16:02
  SPEAKER_01: Like, I know a lot of people say um the way that it reacts with your skin and the way, you know, that's really what determines how it's gonna smell on you.
• 16:09
  SPEAKER_01: What is the um rationale behind that?
• 16:12
  SPEAKER_00: Yeah, I mean, it's it it's funny this because you know, there are so many other layers to to to fragrance than than this.
• 16:21
  SPEAKER_00: There is this, so obviously the the there is um a clear um truth in that.
• 16:28
  SPEAKER_00: So perfumes react with uh the skin, and uh the um the chemistry behind it is that it reacts with the pH of your skin, so the acidity of your skin.
• 16:39
  SPEAKER_00: So, you know, depending on what you eat or the color of your skin, uh, you know, then you you might have a you know slightly different result.
• 16:50
  SPEAKER_00: But the thing that I have found that um this is perhaps the urban myth behind it, is that a lot of people think that a perfume is gonna be completely different from one person to the other.
• 17:02
  SPEAKER_00: And it's actually something that have been really, really leveraged by the marketing industry of perfumery, you know, like how you hear this, you know, those stories of you know, um, this perfume has pheromone, or this perfume is gonna be so different from one person to the other.
• 17:21
  SPEAKER_00: It is true to the to a certain extent, but you know, perfume formula is the same formula, whether you know you you ate um you know curry yesterday, or you had, you know, and and your skin is slightly different, has a slightly different um pH.
• 17:39
  SPEAKER_00: So it is um, you know, when you when you wear a fragrance, um usually what happens is that your your skin also is is warm.
• 17:50
  SPEAKER_00: So um the top notes, for instance, so your skin, your skin essentially works like a diffuser, you know, like um, you know, like a home diffuser.
• 17:59
  SPEAKER_00: So when you see perfumes, then it basically diffuses.
• 18:03
  SPEAKER_00: So your skin, because it's warm, works kind of the same way.
• 18:08
  SPEAKER_00: So what happened is that usually the top notes to the fresh opening tend to diffuses first and then disappear very quickly, and then you know what you're left with is like the bay, the the the middle and the base of the fragrance, so something a bit warmer, a bit perhaps softer and mellower.
• 18:29
  SPEAKER_01: So, you know, the that's very interesting though, and because I that makes a lot of sense because I'm not gonna lie, like I mentioned, I like the fresher scents and they always fade on me.
• 18:40
  SPEAKER_01: Yeah, that makes a lot of sense what you just said, yeah.
• 18:43
  SPEAKER_00: Yeah, so top notes it's also something that people are not necessarily aware of.
• 18:47
  SPEAKER_00: So top notes um are ingredients that are very volatile, and it's the chemistry of these ingredients that is just like this, you know.
• 18:58
  SPEAKER_00: The the citrus note, for instance, are extremely volatile, and it means that in terms of length and how long they're gonna stay on your skin, it's not going to be long, and there is nothing you can do about this, and it's also the reason why perfume exists.
• 19:12
  SPEAKER_00: You know, perfume is a formula with a lot of different ingredients that put together top note, heart note, and base notes so that eventually you have a result that is balanced that is gonna stay full, you know, on your skin.
• 19:27
  SPEAKER_00: But if you're naturally like fragrances that are very fresh, very top-heavy, you know, that are made of lots of citrus notes and bright notes, etc., then chances are that your fragrance is not going to necessarily last very long because it's just the way it is structured in its formula.
• 19:46
  SPEAKER_01: Yeah, the chemistry of it.
• 19:47
  SPEAKER_01: That's very interesting.
• 19:48
  SPEAKER_01: I love that.
• 19:49
  SPEAKER_01: Thank you for explaining that.
• 19:50
  SPEAKER_01: Um, one more question, though, that I have just a general consumer is what is the difference between like like when it says on the bottom it is actual perfume versus I can't even pronounce the other one, you day toila or something?
• 20:01
  SPEAKER_01: Like, what is the difference?
• 20:03
  SPEAKER_00: Yeah, eau de toilette versus eau de parfum, and then you've got um greater concentration of perfume extract.
• 20:10
  SPEAKER_00: So it's just so the the the historically um the the the difference between eau de toilette ed and eau de parfum EDP is a concentration.
• 20:20
  SPEAKER_00: So perfume as we know it, as you know, the the the the the the definition of perfume as in modern perfumery is made out of two things perfumery alcohol and the concentrate, you know, the the blend of oil of different ingredients that are put together.
• 20:39
  SPEAKER_00: And so the the blend of oils of of the ingredients is gonna be what smells.
• 20:46
  SPEAKER_00: The alcohol is just a carrier, it does it doesn't smell.
• 20:49
  SPEAKER_00: And so the more of the of the ingredients blend you have, then the more concentrated your perfume is, and so this is the difference between these terminologies.
• 20:59
  SPEAKER_00: So eau de toilette, EDT, is less concentrated around kind of 10, 12, sometimes you find up to 14% in alcohol, and then you've got the eau de parfum, which is a bit more concentrated, um, so 15 to 20 percent in alcohol, and then you've got the perfume extract.
• 21:21
  SPEAKER_00: So perfume extract is you know the very, very expensive ones um because essentially they're very concentrated and they go from like 25 plus of the the concentrated oil in there, and so this is the difference, but this is the historical difference, and nowadays marketing has made has transformed this a little bit.
• 21:46
  SPEAKER_01: Um, a lot because you know it's like the way that you know, I know I as a consumer, like I had no idea really, you know, I knew that there was a little like obviously a difference because you can tell them the price points, you know, the like the EDT is like.
• 22:00
  SPEAKER_01: You know what,$75 and the actual perfume is like what$130 or something.
• 22:04
  SPEAKER_01: So I knew something was up.
• 22:06
  SPEAKER_01: I was like, something is not working here the way I needed to.
• 22:10
  SPEAKER_01: So yeah.
• 22:11
  SPEAKER_00: Yeah.
• 22:13
  SPEAKER_00: The rationale behind it is that you know what what cost the actual cost of the juice in a perfume is the actual blend of ingredients.
• 22:23
  SPEAKER_00: And so the more of this you have, then theoretically the more expensive it should be.
• 22:29
  SPEAKER_00: Do you see what I mean?
• 22:30
  SPEAKER_00: So the kind of rational behind it.
• 22:33
  SPEAKER_00: That makes total sense.
• 22:34
  SPEAKER_00: Thank you so much.
• 22:35
  SPEAKER_01: Yeah, I was always curious.
• 22:36
  SPEAKER_01: So now I want to actually ask you like, for can you walk us through like how much, like, you know, I know there's no like set formula, right?
• 22:44
  SPEAKER_01: Obviously, we want to create our own sense, but like when it comes to like each of the three layers, like what do you normally see?
• 22:51
  SPEAKER_01: You know, the how much of like the base do people need to use versus the mid and the you know what I mean?
• 22:56
  SPEAKER_01: Like, I want to know according to what you uh recommend for everyone listening.
• 23:00
  SPEAKER_00: So these, you know, the the the you know, how much of each is is a simplification of you know of of how a formula is created.
• 23:09
  SPEAKER_00: So, you know, you have to understand that a formula of perfume is is created with loads of ingredients, and it's rarely has less than 20 ingredients.
• 23:17
  SPEAKER_00: And most commercial fragrances nowadays have mainly around 50 plus ingredients.
• 23:22
  SPEAKER_00: So our fragrances, for instance, our um you know, essentials, the building block that you use to kind of blend together to create your own, have less than 30 ingredients each, so it's very kind of stripped-down formula.
• 23:36
  SPEAKER_00: Um, but there is no such thing as like, you know, what is the rule?
• 23:40
  SPEAKER_00: And that I guess that's the problem of perfumery.
• 23:43
  SPEAKER_00: Of you know, um, is there a rule to formulate and to create like how many top notes you put, how many heart notes you put, how many bass notes you put?
• 23:53
  SPEAKER_00: It's not so much like written in a book.
• 23:56
  SPEAKER_00: Um the general rule is like the more the more uh the most fresh you want your fragrance to be, then the most uh top or heart um focused it will be.
• 24:10
  SPEAKER_00: The deepest you want your fragrance to be, as in you know the warm, powdery, oriental, woody notes, then the most base, uh dry down notes uh you go for.
• 24:23
  SPEAKER_01: Interesting.
• 24:24
  SPEAKER_01: Now, how did you pick um when you were picking the the main, you know, like for for the kits, like how did you pick like sandalwood and amber as your base?
• 24:34
  SPEAKER_00: Yeah, yeah, as you as the kind of of the the essential, the inspiration behind it.
• 24:39
  SPEAKER_00: So the the six essential that I've created for the collection, so yeah, bergamot incense and figner rollie for the top, yeah.
• 24:48
  SPEAKER_00: Jasmine is mentus and rose rumbar for the mid, and amber aris and sandalwood mask for the base.
• 24:54
  SPEAKER_00: Um, how I picked them originally was just mainly ingredients that inspired me, uh, that I loved, that I wanted to work with creatively.
• 25:04
  SPEAKER_00: And what was complicated the the lay the layers that are that was complicated in creating this collection is to making sure that each of the fragrances were working with one another.
• 25:17
  SPEAKER_00: And that was what made it very complex.
• 25:20
  SPEAKER_00: Um, so the the the idea is that you should be blending uh one top with one mid with one base, or and and so you know, avoid blending two top together because I've I have not created them together together.
• 25:37
  SPEAKER_00: Yeah, exactly.
• 25:38
  SPEAKER_00: So the idea is that you really kind of work through that structure that is you know, in order to make a fragrance that is complex and and finished, then you have to have these two or three of these elements, so either top and mid or top and base, or one top, one mid, one base, etc.
• 25:58
  SPEAKER_00: So that's kind of you know, you kind of follow that same structure than a then a finished formula.
• 26:05
  SPEAKER_01: Does that yeah?
• 26:06
  SPEAKER_01: Yeah, that definitely makes sense.
• 26:07
  SPEAKER_01: I love that.
• 26:08
  SPEAKER_01: And in the future, are you gonna be expanding like your kits, like in terms of like offering, you know, like different types of like so yeah, uh I would love to hear about that.
• 26:19
  SPEAKER_00: Yeah, so um the idea was is so each time I launch a collection, I launch it as a trio collection.
• 26:28
  SPEAKER_00: So the first trio um I launched it in 2018, yeah, and then the second trio launched it in 2019, and then I wanted to launch the the third trio in 2020, but it's been pushed obviously with all of what's happened last year.
• 26:44
  SPEAKER_00: Oh my gosh, yeah, it was not easy to kind of you know put your head at kind of developing new things last year, but um, hopefully by 2021 or 2022, I will be launching a new trio.
• 27:00
  SPEAKER_00: The idea is to complete the collection.
• 27:03
  SPEAKER_00: So, you know, at the moment, as a top, we have a citrus spicy, which is a bergamot innocent, and we've got a green kind of green floral note as a as a as a top.
• 27:17
  SPEAKER_00: So the idea would be to kind of you know offer something in a completely different territory in that top, and so same thing in the in the mid and same thing in the base.
• 27:27
  SPEAKER_00: And so by kind of building the collection of essential, essentially uh will what we will bring more options for people to blend from and to have fun and to experiment.
• 27:37
  SPEAKER_00: And you know, if someone is creating a perfume with the existing collection, then perhaps next year they can tweak the signature blend.
• 27:47
  SPEAKER_00: Oh yeah, yeah.
• 27:49
  SPEAKER_00: And so, you know, it's kind of like almost like um, you know, playing with a little kind of puzzle, I don't know, something like that.
• 27:57
  SPEAKER_01: Yeah, no, it is, it is because it's like, you know, I I didn't even think about that idea.
• 28:01
  SPEAKER_01: Like you can really um play with it, like what you already have and like build them together, like all the pieces.
• 28:07
  SPEAKER_01: I really like that.
• 28:08
  SPEAKER_01: And you know, I think that this is very, very innovative.
• 28:10
  SPEAKER_01: I mean, I'm not gonna lie, I when I first learned about you know what you were creating, I was like, this is brilliant, like this is truly brilliant because I I could never find my perfect scent, you know.
• 28:20
  SPEAKER_01: And I I know that for everyone listening, if you're curious, I did create a for me what I consider to be the perfect scent with the with the kids because it's very fresh, it doesn't have any of that, you know, whatever I don't like.
• 28:32
  SPEAKER_01: And I just really, really appreciate it.
• 28:34
  SPEAKER_01: And also I love that it's like vial size, so you can throw it in your bag and carry it with you.
• 28:39
  SPEAKER_00: Yeah, yeah, yeah.
• 28:40
  SPEAKER_00: No, that that was exactly that as well.
• 28:42
  SPEAKER_00: And you know what I found now as having work with thousands and thousands of people coming who came to create their own perfume is that you know, um, the the fact that you are involved into the creation of your own uh fragrance really um you know, it really makes you feel like you own this perfume.
• 29:04
  SPEAKER_00: And I and I think this is um perhaps what's missing uh in in you know in the industry in the market how it is now, you know, you just buy a perfume that is finished and already made for you, and and as you you know said when you introduced it, it's like everybody has the same thing, and yeah, and perfume should be owned, you should have a sense of like this is mine, and I think this is um well, it's great that you have experienced APC in that way because that's that's why I'm aiming for with a brand.
• 29:39
  SPEAKER_01: Yeah, absolutely.
• 29:40
  SPEAKER_01: And you know, it shows.
• 29:41
  SPEAKER_01: I mean, really, I believe in the idea of having your own signature in different ways, and I think perfume is definitely one of the ways.
• 29:48
  SPEAKER_01: And so, everyone listening out there, I really highly, highly urge you guys to check out um, you know, Experimental Perfume Club.
• 29:55
  SPEAKER_01: It is a beautiful, beautiful concept.
• 29:57
  SPEAKER_01: And Em has done such a phenomenal job with creating all of the fragrances, and it's very easy to use, actually.
• 30:03
  SPEAKER_01: It's you know, you get the kit and there's a lot of like there's a you know, instruction uh booklet that's very visual and it's easy to understand.
• 30:11
  SPEAKER_01: And yeah, it's just it's fun, it's really cool, and it's it's a nice little thing you can do like on your own.
• 30:16
  SPEAKER_01: I feel like, you know, it's like a it's like a moment to understand what for me, and this is super hippie sounding, I know, but like for me, it's like what scent makes me feel happiness or like peace, you know what I mean?
• 30:28
  SPEAKER_01: And then you get to explore that, and it's almost like a meditative experience when you're creating your scent.
• 30:33
  SPEAKER_01: So um, I love it.
• 30:34
  SPEAKER_01: And thank you so much, Em.
• 30:36
  SPEAKER_01: This has been so educational and so awesome.
• 30:38
  SPEAKER_01: So I really want to say thank you.
• 30:40
  SPEAKER_00: Uh, thank you so much.
• 30:41
  SPEAKER_00: It's been great chatting with you and um really honored again that you yeah, you you had with me and uh and happy to uh to share a little bit about what I know with perfume.
• 30:55
  SPEAKER_00: So thank you very much.
• 30:56
  SPEAKER_01: I love that.
• 30:56
  SPEAKER_01: Thank you so much.
• 30:57
  SPEAKER_01: And everyone listening, I'm gonna tag EPC um in the uh the concept art.
• 31:01
  SPEAKER_01: Make sure you check out uh check out the company, check out the website.
• 31:05
  SPEAKER_01: Um, we're gonna link everything.
• 31:06
  SPEAKER_01: Also leave your comments or questions in the in the comment section.
• 31:10
  SPEAKER_01: Maybe we can pass them on to Em's team um if you have any, you know, your own concerns or things you've never understood about perfumery, you know.
• 31:17
  SPEAKER_01: So let us know, keep the conversation going, and we will be back next time.
• 31:20
  SPEAKER_01: Thank you so much, Em.
• 31:22
  SPEAKER_01: Thank you.
• 31:22
  SPEAKER_01: Bye Ekta.
• 31:27
  SPEAKER_01: Hey guys, so I hope you love that episode.
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• 32:34
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