Antonio Mcgowan
What We Do Is Secret is an American indie fragrance company founded in 2000. The company has created 17 perfumes, with the earliest edition released in 2011 and the newest in 2023. Their perfumes are designed in collaboration with renowned perfumers such as Maurice Roucel, Dominique Ropion, Mackenzie Reilly, and Jean-Marc Chaillan. One of their most notable fragrances is What We Do in Paris Is Secret, a unisex eau de parfum with notes of vanilla, honey, tonka bean, and Turkish rose. The perfume has received acclaim for its unique and addictive scent, described as creamy, decadent, and sensual.
| Characteristics | Values |
|---|---|
| Company | What We Do Is Secret® (WWDIS) |
| Company Founder | An artist known as “-NFS,” “Sacré Nobi,” or “Nobi.” |
| Perfumers | Maurice Roucel, Dominique Ropion, Mackenzie Reilly, Jean-Marc Chaillan, David Apel, Olivier Polge, Pascal Gaurin, Laurent Le Guernec, and Thierry Wasser |
| Fragrances | What We Do In Paris Is Secret®, Paris*L.A., Made by Heaven®, Messy Sexy® Just Rolled Out of Bed, And The World Is Yours®, A Blvd. Called Sunset, Freckled and Beautiful™, California Snow™, Je m’en fous |
| Fragrance Price | $195.00 |
| Fragrance Notes | Vanilla, honey, tonka bean, tolu, sandalwood, musk, ambergris, Turkish rose, lychee, bergamot |
| Fragrance Description | Rich, sweet, warm, sensual, addictive, mysterious |
| Fragrance Longevity | Short-lasting according to one review |
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What You'll Learn
What We Do in Paris Is Secret®
The fragrance has received rave reviews for its addictive scent, with some describing it as creamy, decadent, and sensual. It is said to be a head-turner, leaving others curious about the captivating fragrance. The scent is versatile, initially reminiscent of autumn but light enough to be worn during spring and summer.
However, some reviews mention the scent's poor longevity, with one customer noting that cheaper alternatives tend to last longer. Another review mentions an overpowering powder scent, resembling baby oil and baby powder, which may not be to everyone's taste.
Overall, What We Do in Paris Is Secret® by What We Do Is Secret® is a unique and indulgent fragrance that offers a sensory escape to Paris. With its complex blend of notes, it provides a luxurious and addictive olfactory experience.
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Unisex fragrances
What We Do Is Secret is an American indie fragrance company founded in 2000. The company was previously known as "A Lab on Fire" and is based in Los Angeles. The founder of the company is an artist known as "-NFS", "Sacré Nobi", or simply "Nobi", whose true identity is suspected to be Véronique Ferval.
What We Do Is Secret has created 17 perfumes in collaboration with renowned perfumers such as Maurice Roucel, Dominique Ropion, Mackenzie Reilly, and Jean-Marc Chaillan. One of their notable fragrances is "What We Do in Paris Is Secret", a luxury unisex Eau de Parfum. This scent features a symphony of rich, sweet notes, including vanilla, honey, tonka bean, and tolu, combined with warm and sensual sandalwood, musks, and ambergris. The fragrance also has playful hints of Turkish rose, lychee, and bergamot, creating an addictive and unique aroma.
"What We Do in Paris Is Secret" has received mixed reviews, with some praising its addictive and original scent, while others describe it as having a harsh, burnt plastic smell. Some reviewers note that it is similar to Cacharel's Lou Lou from the 1980s but weaker in intensity. The perfume has a powder scent that reminds some of baby oil, baby powder, and baby wipes, which may not be to everyone's taste.
Despite some polarizing opinions, "What We Do in Paris Is Secret" has gained a following for its unique blend of notes, suitable for wear during various seasons. The fragrance is described as creamy, decadent, and sensual, leaving a subtle trail that invites inquiries about the intriguing scent.
In addition to "What We Do in Paris Is Secret", What We Do Is Secret offers other fragrances such as "California Snow" and "Freckled and Beautiful", contributing to their growing presence in the fragrance industry.
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Vanilla, honey, tonka bean, and tolu
Vanilla is a classic fragrance note that is often described as sweet, warm, and inviting. It is a popular choice for perfumes, as it is comforting and familiar, with a long-lasting aroma. Honey, similarly, adds a sweet and warm touch to the fragrance.
Tonka bean, on the other hand, is a unique and exotic scent. It is a seed native to the Amazon and is also found in South America, particularly in Venezuela, Brazil, Colombia, Guyana, Mexico, and parts of the Caribbean. With a warm, multifaceted aroma, tonka bean blends sweet vanilla, spicy cinnamon, and herbaceous notes. It adds a luxurious and sensual touch to the fragrance, with its complex and sweet vanilla-like aroma, along with enticing notes of spices, tobacco, almond, woody tones, and even cinnamon spice. Its versatility allows it to blend seamlessly with other fragrances, creating a warm and welcoming, or even seductive scent.
Tolu, or tolu balsam, is a resin obtained from the South American Myroxylon tree. It has a warm, sweet, and slightly spicy aroma, with a hint of cinnamon and a balsamic undertone.
Together, these four ingredients create a captivating and alluring fragrance. The warmth of vanilla and honey is enhanced by the depth and complexity of tonka bean and tolu, resulting in a unique and memorable scent.
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Collaborating perfumers
What We Do Is Secret® is an American indie fragrance company founded in 2000. The company was previously known as A Lab on Fire® and is based in Los Angeles. The founder of the company is an artist known as "-NFS", "Sacré Nobi", or simply "Nobi", whose true identity is suspected to be Véronique Ferval, the VP of Creation Fine Fragrances Global for Symrise AG.
The company's perfumes are created in collaboration with some of the world's best perfumers, including Maurice Roucel, Dominique Ropion, Mackenzie Reilly, Jean-Marc Chaillan, David Apel, Olivier Polge, Pascal Gaurin, Laurent Le Guernec, and Thierry Wasser. These master perfumers are responsible for the unique and addictive scents that have come to be associated with the What We Do Is Secret brand.
One of the brand's iconic fragrances is "What We Do In Paris Is Secret", a unisex Eau de Parfum. This particular scent has received rave reviews for its rich, sweet notes of vanilla, honey, tonka bean, and tolu, as well as its warm, sensual base of sandalwood, musks, and ambergris. It also features playful top notes of Turkish rose, lychee, and bergamot.
Another perfume by the brand is "Je m'en fous", created by perfumer David Apel. This scent has been described as addictive and unique, with some comparing it to Le Labo's Tubereuse 40. While some reviewers have given the brand's perfumes positive reviews, others have criticized their lack of longevity, stating that cheaper alternatives tend to last longer.
What We Do Is Secret continues to innovate and collaborate with renowned perfumers to create distinctive fragrances that captivate and intrigue those who encounter them.
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Company history
What We Do Is Secret is an American indie fragrance company founded in 2000. The company was once called A Lab on Fire. It has created several iconic and award-winning perfumes and fragrances, including What We Do in Paris Is Secret, Paris*L.A., Made by Heaven, Messy Sexy Just Rolled Out of Bed, And the World Is Yours, A Blvd. Called Sunset, and Freckled and Beautiful.
The company's second fragrance, What We Do in Paris Is Secret, was created by Dominique Ropion and released in 2012. It features top notes of bergamot, honey, and lychee, mid notes of Turkish rose essence, vanilla, and heliotrope, and dry downs of tonka bean, tolu, sandalwood, and ambergris. The perfume has received mixed reviews, with some praising its addictive and sensual scent, while others find it disappointing and banal.
The company has collaborated with several renowned perfumers, including Maurice Roucel, Mackenzie Reilly, Jean-Marc Chaillan, David Apel, Olivier Polge, Pascal Gaurin, Laurent Le Guernec, and Thierry Wasser. Their earliest edition was created in 2011, and they continue to release new fragrances, with the most recent one launched in 2023.
What We Do Is Secret has experienced a rebrand, which may have contributed to the increase in the prices of their products. For example, their fragrance Freckled and Beautiful was priced at $125 in 2021 and increased to $195. Despite this, the company continues to offer unique and addictive scents that have gained a following among fragrance enthusiasts.
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Frequently asked questions
What We Do Is Secret is an American indie fragrance company founded in 2000. The company was previously known as "A Lab on Fire" and is based in Los Angeles.
Some of the perfumes by What We Do Is Secret include "What We Do in Paris Is Secret", "California Snow", "Freckled and Beautiful", "Messy Sexy Just Rolled Out of Bed", and "And The World Is Yours".
The perfumes by What We Do Is Secret have been described as having rich, sweet notes of vanilla, honey, tonka bean, and tolu, with warm sensuality from sandalwood, musks, and ambergris. Some people have also noted that the perfumes have an addictive quality to them.
