6 months ago
22
The story of how Deuxmoi, Instagram’s favorite source for celebrity sightings and blind items, came to collaborate on a perfume and sell it at Violet Grey is one of taking risks in DMs and cold emails. After all, “You miss 100% of the shots you don’t take,” Deuxmoi told Glossy.
The Deuxmoi fragrance was created by the anonymous woman herself, who has 2 million Instagram followers, and Melanie Apple, founder of indie fragrance brand Voyage et Cie. “I had seen they collaborated with Kourtney Kardashian — they did a Poosh candle with her,” Deuxmoi said, regarding Voyage et Cie. “So I reached out on Instagram and said, ‘Would you want to collab on a fragrance?'”
Apple was game, and the next thing Deuxmoi (the person) knew, she was on a flight to L.A. to co-create the resulting scent, which is called “Plage.” “I brought [Apple] all of these old, discontinued fragrance oils that I’ve collected over the years that I couldn’t part with because I loved the way they smell,” Deuxmoi said of the formulation process. Her directive was, “‘I want it to smell luxury suntan lotion,’ [because] I love smelling like the beach 12 months out of the year,” she said.
Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
English (US) ·