The current landscape of new perfume brands is a minefield which has many casualties to claim. Even the best brands can succumb to something unexpected outside the bounds of the perfume itself. There are brands who have such a clear aesthetic right from the beginning I root for them to come through the other side of this process. One which has seemingly made a safe transit through the danger zone is Vilhelm Parfumerie.
Jerome Epinette (l.) and Jan Ahlgren
Founded in spring 2015 by owner-creative director Jan Ahlgren it has many of the things I believe are important to succeed. One is finding a perfumer who understands your vision. Mr. Ahlgren has done this in perfumer Jerome Epinette. Theirs seems like an ideal creative partnership. The perfumes they have produced speak to that. Another piece of the puzzle is to convey your style of perfume coherently. Mr. Ahlgren has coupled his love of Golden Age Hollywood with perfume of location as he has designed scents around places he has lived. Vilhelm is one of the brands where the press release represents the perfume in the bottle. Finally, the brand must continue to develop beyond its beginnings. In 2018 the perfumes with Vilhelm on the label have all taken on a “sweet” style that wasn’t evident in the earlier releases. The third release of 2018, Moon Carnival, completes that trend.
The backstory is about a man from Rio who falls in love with a dancer. Her favorite flower is tuberose. To display his love the man traveled the world. Each new bloom of tuberose he found he decorated the moon with. Messrs. Ahlgren and Epinette bring this story to life with tropical fruit and tuberose before landing on a subtle gourmand base accord.
M. Epinette uses passionfruit as an ingredient to locate us in the tropics. This is a beautifully balanced use of this seldom used fruity ingredient. The transition to the tuberose is begun with freesia and gardenia first. As the tuberose gains traction it becomes a compelling partner with the passionfruit. At this point I was imagining the Brazilian dancer from the story. What comes next is a clever shift to an opaque gourmand base. If you aren’t looking for it, you have to wait a bit for the fruity floral fireworks to settle a bit. What M. Epinette does is to take the fluffy sticky sweet marshmallow we all recognize and turn into a meringue-like version; light and frothy. Tonka bean adds a vanilla tint without becoming too treacly. Vetiver arrives as a woody foundation later.
Moon Carnival has 10-12 hour longevity and average sillage.
Moon Carnival adds to the Vilhelm style of “sweet” which is best described as subtly transparent. It affirms that this brand will keep evolving as it continues forward. The sweet tuberose of Moon Carnival is proof of that.
Disclosure: This review is based on a sample provided by Vilhelm Parfumerie.