Dries beauty is launching this week and they are really going for it.
The line launches tomorrow with not one fragrance but ten, along with 30 lipsticks (plus a lip balm), two colognes, soap, cream, combs, pocket mirrors and drawstring pouches.
Since Dries Van Noten joined Puig in 2018 I’ve been waiting for the introduction of beauty. Apart from the one-off fragrance with Frederic Malle in 2013 (which is sadly discontinued), it’s been a long ole wait. This launch seems to make up for lost time and indeed comes at a time when beauty objects are in full flow (hello Hermès).
As Van Noten tells WWD (pay wall), he is interested in the world surrounding beauty and fragrance – the gestures, tradition, packaging, and mystery. I love this quotes especially: “When you see all those possibilities you have to create things and to change the look of a woman or a man by just making the eyes a little bit more mysterious, a little bit darker to make the mouth more visible.” Very romantic!
The perfumes are pitched as unlikely combinations; no “easygoing” perfumes”. And the names are certainly intriguing: Raving Rose is “ultra-modern and spicy”, Neon Garden combines fresh mint and iris notes (and is worn by Dries himself), while Jardin de l’Orangerie is an earthy blend of orange blossom with sandalwood (I’ll take two).
The bottles are expectedly stunning and individual. Particularly the Soie Malaquais bottle in burgundy glass and Delft-inspired porcelain, and whatever that one is with the green brushstroke check (above). Both the perfume bottles and – equally beautiful – lipstick tubes are refillable. And come summer we can expect some super-experimental lip colours like lilac and mint green – according to Vogue.
Dries Van Noten Beauty launches on March 2 in Dries Van Noten boutiques and on the Dries van Noten website. Eau de parfum will retail from €220, with lipstick from €35. Will you be buying?
WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Dries Van Noten beauty
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