De Swardt denies the naming of the perfumes was a deliberate strategy to court controversy. "My aim in the beginning was to have a gallery of excitement for perfumers," de Swardt says. "The names were mostly to leverage emotion from the perfumers, to get them into a true zone of sexuality and sensuality. The usual perfume names are so ubiquitous, such as Beauty or Love, that it is difficult to do something different. I didn't want to go into that commercial story, but yes, in the end the names do become that (controversial)."