When people hear “natural fragrance,” says Little, “they automatically assume that they’ll smell like their stargazing aunt from Woodstock. But mostly, they were confused by natural perfumes. ![]() Customers were confused by the “mysterious” names he chose and the “complex” scents he crafted. “I really trusted that I had great taste and everyone would love what I did, and it just didn’t work,” Little tells Alexa. In 2015, he founded Heretic Parfums, launching a collection of all-natural, unisex eaux de parfum. So he decided to go back to nature, as it were. & Co., the creative director-turned-perfumer had grown tired of the fragrance industry’s copycat scents and synthetic ingredients. ![]() After founding (and selling) his high-end scented candle brand, D.L.
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