FOUNDED in France in 2015, INITIO Parfums Privés is recognised for its unisex approach and collaborations with famed perfumers that include Alberto Morillas and Maurice Roucel.
And now we see the opening of the brand’s new Covent Garden boutique, which marks its latest step in expanding its London retail footprint, and, well timed, it also introduces the Supercharged collection.
INITIO Covent Garden
The line is built around what the house describes as its proprietary JOYROD complex and its interest in the relationship between fragrance and emotional response, and the result is a trio of contemporary scents. Among them is subtly sweet Sugar Blast that sees a pairing of lavender with coconut and vanilla, with notes of praline, cashmeran and ambroxan.
INITIO Parfums
Wild Rush embraces an energetic vibe thanks to the bergamot and lavender at the top, before opening up to vanilla, caramel and red fruits, with sandalwood and patchouli adding depth and balancing the fragrance. The collection is now available at the new Covent Garden boutique.
by Felicity Carter
INITIO Parfums Privés, Market Building, Covent Garden, London, WC2E 8RB