INITIO PARFUMS PRIVES

INITIO PARFUMS PRIVES

First unveiled in 2015, a cloak of mystery enfolds this French perfume house. Artistic director Sonia prefers to talk about the influence of Patrick Suskind’s book ‘Perfume’ – and the power of perfume.
As she puts it: ‘In the beginning, in ancient Egyptian times, perfume was used for everything except to smell good. It was used to create magic, to attract love, to purify the home, to communicate with the gods, to cure and to cleanse the body.
Even up until today, in some countries, you have that culture of perfumes being used to clean and purify – in Morocco, Algeria and Tunisia, for example.
Even in the Middle East, where they know perfume better than anyone, perfume is still used as an object of power.
Initio Perfumes seeks to share the animalic potency and perfume’s role as an ‘invisible pheromonal force’ – but it does so via very beautiful fragrances, working with leading perfumers, including Constantin Gueros, Alexandra Kosinski, and the legendary Alberto Morillas and Maurice Roucel.