Almost a year and a half has past since I’ve written anything about Puredistance, one of Netherland’s premier niche perfume houses. This is because the brand has been quietly working on a new fragrance. In previous posts I interviewed Puredistance founder, Jan Ewoud Vos, and I explored his collection of Pure Perfume Extraits. My favourite is Puredistance M, a spicy leather-chypre created in collaboration with perfume guru Roja Dove. In late 2013 I was part of a group of bloggers invited to write about the launch of Puredistance BLACK. Earlier this month I received another package of precious cargo from Puredistance HQ containing the result of their past years work – Puredistance WHITE. The new fragrance will be previewed this week at Esxence in Milan ahead of the perfume’s official launch on April 20.
Great design often takes time and in this fast-paced world we live in, time is a luxury that many brands are willing to sacrifice. Luxury is at the core of the Puredistance ethos. Together with perfumer Antoine Lie, they worked for a year to refine and perfect the formula for WHITE. Lie is also the engineer behind Puredistance BLACK, so for me it is interesting to smell the two together because essentially they are Puredistance’s olfactory yin and yang. With its absence of light, BLACK is a textural experience that draws its wearer into its maze of dark layers. WHITE expands outwards, emanating light and casting no shadows. Puredistance wanted to create an effulgent fragrance. “In this era of global negativity our aim was to give our customers a positive, mood transforming perfume.”
For me, Puredistance is a brand that operates inside the realm of classic beauty. Antoine Lie has proven he is very capable of creating perfumes for some of niche perfumery’s most avant-garde but his creations with Puredistance are not about pushing the envelope, or challenging the audience with unusual or difficult accords. My primary attraction to WHITE is driven by Lie’s use of perfumery’s most venerable raw materials such as Rose de Mai, Mysore sandalwood and Italian orris absolute. At 38% concentration, his masterful blending at such a high concentration is something perfume connoisseurs will appreciate.
WHITE begins with fizzy bergamot oil, raising feelings of effervescence and vitality. Very quickly the perfume is flushed with the scent of rose, uber-expensive Rose de Mai from France nonetheless. Supported by modern chemistry, WHITE’s rose is wrapped in milky-satin and bathed in mint-coloured sunlight. The angular intensity of this radiant floral heart is nicely diffused with round notes of Mysore sandalwood and gourmand tonka bean absolute from Venezuela. Over a background of Italian orris absolute, Indonesian patchouli oil and Haitian vetiver oil, WHITE’s musk accord is an important element of the composition. A shimmering musk effect gives the perfume an incredible longevity and diffusion on skin. With WHITE, Puredistance wishes to “colour your world in shades of serene white and warm gold,” a sentiment that is mirrored by the perfume’s sleek white and gold packaging.
Puredistance very kindly sent me their updated gift set, which contains a 2ml sample of each fragrance, including WHITE. These gift sets are available from the Puredistance website (€69 shipping included). To share the joy of WHITE, I am giving one lucky reader the chance to win this set. Entrants must have an Australian postal address (international readers can enter if they have an Australian-based friend or contact I can post to). To enter, leave a comment on this post telling me what you think the smell of white would be, if you were to design your own fragrance based on the concept of WHITE. Entries close at the end of Thursday March 26th (Australian Eastern Standard Time). I will draw a name at random and announce the winner on Friday March 27th. The winner will be contacted via email for their postal address. If the prize is unclaimed after Sunday March 29th, I will redraw the winner. Good luck!