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22 Sep

Régime des Fleurs Rethinks Tuberose With Tóor Tóor Launch

For so long as she will be able to recall, Alia Raza has been obsessive about tuberose.

“I remember being 12 years old and all of the fragrances I might gravitate toward centered around this flower, this note,” said Raza, who paired her love of fragrance with a background in film to cofound Régime des Fleurs with Ezra Woods in 2014. “I comprehend it’s turn into trendy for people to say they began their brand as an art practice, but I actually did.”

Though Raza has scaled the brand past its once-hand-painted labels and bottles, her creative process stays rooted in nice art. Launching Oct. 1, the founder’s newest eau de parfum, Tóor Tóor, isn’t any exception.

Retailing for $240, Tóor Tóor goals to supply a more unisex tackle tuberose. “That is for the perfume lover who has five tuberose, white-floral fragrances that smell much like one another and needs to grasp this ingredient in a totally latest way,” said Raza, who tapped IFF master perfumer Dominique Ropion to perform this.

Régime des Fleurs’ newest fragrance, Tóor Tóor, launches Oct. 1 for $240.


“They call [Ropion] the master of white florals,” said Raza, who first became an admirer of the perfumer’s work through Frederic Malle’s Carnal Flower. When Raza approached IFF throughout the pandemic with the thought for Tóor Tóor, Ropion was “intrigued by her multisensory and aesthetic-driven approach to scent creation,” and signed on for the project.

“I wanted the perfume to amplify the smell of the natural tuberose extract, which is sort of earthy, green, spicy and almost bitter — plenty of that gets lost throughout the modifications of turning [tuberose] right into a business fragrance,” said Raza, who, alongside Ropion and her friend Christopher Niquet, referenced examples of brutalist architecture to encourage the juice for Tóor Tóor.

The scent features notes of freesia, grapefruit rind, violet leaf and a trilogy of vetiver extracts, leading to a “mysterious and distorted tuberose,” Ropion said. “I call it a brutalist tuberose: it’s complex, unisex, beguiling and totally unexpected,” she added, estimating Tóor Tóor could do $100,000 in sales during its first 12 months available on the market.

The fragrance is the tenth in Régime des Fleurs’ core eau de parfum collection, which sells at Moda Operandi, Ssense and The Row’s stand-alone stores in Los Angeles, Recent York and London.

“Most of our discovery immediately comes from The Row,” said Raza, who describes the brand’s primary consumer as “tastemakers and early adopters — we’re not a household name, we’re not throughout TikTok; people love the brand since it’s considered form of a brand for insiders.”

Régime des Fleurs has seen some momentum on TikTok, where it counts 2.5 million hashtag views, but Instagram is its primary social platform. “I’m unsure yet what I’m finding to be handiest [on TikTok], but what I’m finding surprising is there’s this generation of younger people who find themselves obsessive about fragrance, but are coming at it from a completely different angle — their interest is more technical,” said Raza, who grew up in a suburb in Buffalo, N.Y., and saw the world of fragrance then as a glamorous thing. “That a part of the conversation shouldn’t be a lot there anymore; it’s not about kids attempting to have a luxury lifestyle or be fancy — there’s a passion for the nitty-gritty details and ins and outs of actual perfumery.”

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