This month marks my 10-year anniversary as a writer for Now Smell This, and I’ve been thinking back to my original impulses for applying for this fantastic gig. I love to write. I love fragrance. I wanted a chance to share my impressions of the perfumes I was exploring, from classics to the newest independent releases. On that latter point: for me, the gold rush of niche perfumery has gone from a thrill to a frequent frustration.
Be warned: this week’s review is a also bit of a rant. Ex Nihilo, a Parisian house founded in 2013 by Sylvie Loday, Olivier Royère and Benoît Verdier, has positioned itself as an “alternative” within the world of luxury perfumery, but I’m not too sure about that. I can’t help feeling that this brand embodies many niche fragrance trends that bother me these days…