Rose 31 was the perfume that set us up for Santal. When we started the brand, we originally developed nine fragrances with no idea as to which would be the most popular. Rose 31 all of a sudden became our best seller. [...] It gave us the means to develop the brand, open new stores and protect our creative autonomy. In the early years, it accounted for about 60 percent of our sales and ’til this day remains one of our best sellers. Then, as you know, along came Santal 33 — the result of a very happy accident.

— Eddie Roschi of Le Labo on the brand's early growth. Read more at How to Succeed: Eddie Roschi, co-founder of Le Labo at Lifestyle Asia.