Tina Craig is taking U Magnificence into sensory new territory.
The science-driven model that has had adjoining expansions from skincare into colour cosmetics is making its debut into perfume. Known as Proem, the scent nosed by Robertet’s Jérôme Epinette will launch on the model’s web site Friday, and ranges in value from $68 for a mini to $198 for a full measurement.
It is going to then roll out Feb. 27 with Bluemercury, Harrods and Holt Renfrew.
Although the class marks Craig’s first time making a perfume, she initially began on the finish of 2021.
“Perfume may look like an surprising transfer for U Magnificence, however our model is all about less-is-more,” she stated in reference to its multitasking pores and skin formulation. “This perfume is actually a perfume wardrobe in a bottle, so it is extremely on model for us. It streamlines a number of totally different notes inside one bottle.”
Although Craig isn’t considering of Proem in conventional olfactive phrases, the thought was to have a product that dries down to satisfy totally different factors in a wearer’s day. These notes embody Chinese language magnolia, rose centifolia, night time blooming jasmine, unique fruits, creamy pistachio, rhubarb, patchouli and vetiver.
“U Magnificence is initially a cosmetics model, and rose is the very best flower to interpret that,” Epinette stated. “It’s additionally extremely fashionable and feels technology-forward as nicely.”
To that finish, the product’s identify means “the introduction, the start, a prelude,” Craig stated. “This perfume is unapologetic, it’s daring and it’s an opportunity to introduce your self over and over each time you stroll right into a room. It’s a brand new starting for each second.”
Craig tried many iterations of the method earlier than teaming up with Epinette, who obtained the scent profile proper on his first strive.
“I labored with different individuals who have been like, nicely, would you like it fruity or earthy or floral? I stated I wished all of it,” Craig stated. “It’s like once I did the resurfacing compound and was informed you couldn’t do retinol with vitamin C.”
Business sources count on the perfume to succeed in $3 million in 2025. Craig didn’t touch upon gross sales however did add that the advertising and marketing activations could be extra in depth — and fewer digital — than previously.
“Our pop-up opens to the general public on Feb. 7, and we have now an exhibition. It’s meant to be a really enjoyable, dwelling narrative that’s very stimulating. It’s a sensory expertise of Proem while you’re there,” Craig stated.
