As we’ve discussed, we’ve had enormous success with Misfit, a fragrance that’s based on patchouli. Selling a patchouli in the current market felt anti-zeitgeist. It has an association with the 60s, of hippie parents. It certainly wasn’t trendy. But I wanted to do this. My intention wasn’t to do a hippie patchouli but rather to show a patcholi as it might have been experienced in the 19th century when it arrived to European noses through fabrics and balms from the South of France. To think this fragrance is like a cashmere silk from India that was packed in patchouli leaves but is not rank of patchouli, that’s the idea.
— Carlos Huber of Arquiste, on what he finds surprising about consumer preferences as we head into 2022. Read more in Arquiste’s Carlos Huber: The Renaissance Man Of Good Smells at Forbes.
