Initio

Initio is a Latin word with two meanings. The first is "origin," while the second means "initiation." The name of this perfume house was therefore chosen for a reason: its aim is to initiate perfume as an object of power. Indeed, from the moment it was first revealed in 2015, a cloak of mystery has surrounded this French perfume house. The artistic director, Sonia (whose surname is a secret), prefers to speak about the influence of Patrick Süskind's book Perfume - and about the power of perfume. She speaks of the power of scent, which becomes desire, addiction, attraction and intense longing. An introduction to the beauty manifesto, if you will. The aim is to say that fragrance is the hardest of all legal substances, with the power to ignite almost all the senses and cancel out the laws of attraction within seconds. Perfume as a force of magic as ancient as Sonia describes it: "In the beginning, in ancient Egypt, perfume was used for everything except smelling good. It was used to create magic, attract love, purify the home, communicate with the gods, heal and cleanse the body. Even today, in certain countries, there is this culture of perfumes used for cleansing and purification - in Morocco, Algeria and Tunisia, for example. Even in the Middle East, where they know perfume better than anyone, perfume is still used as an object of power." Indeed, the brand Initio seeks to share the animalistic power and the role of perfume as an "invisible pheromonal force" - while, of course, doing so through very pleasant scents. Its success stems from the fact that the brand works with a number of leading perfumers, including Constantin Groos, Alexandra Kosinski, the legendary Alberto Morillas and Maurice Roucel. Initio - creation without limits: "It is perfume as alchemy," Sonia explains. And so, at Initio they created three distinct collections: the Absolutes, which focus on natural ingredients; the Magnetic Blends, which draw on some of the most fascinating and seductive synthetics in perfumery through their power; and the new Physical Blends, which are as bold as they sound. In an interview, Sonia responded about the creative process: "We did not limit the budgets. We told everyone: 'The only limit is your imagination.'" And that is precisely the point of the brand Initio, which ignores the common tricks found in other perfumes and the obsession with pleasing at any cost. Here, there is a return to the instinctive foundations of fragrance, to the magical dimension that makes it possible to reinvent perfume with a signature. Perfumery with irresistible charisma. A beautiful and persistent perfume, full of abundance. Perfumery that gets under the skin and overflows with emotion. Suddenly, once again, fragrance becomes what it should have remained all along. A delight for those in the know, perfume is a protective talisman capable of anything when it becomes one with the scent of the skin: when it "illuminates" the imagination, expresses desire and envelops the woman or man in intangible security and an aura of positive energy. From addictive vibration to absolute aphrodisiac, the perfume brand Initio has around 15 fragrances. The first was launched in 2015 and the newest in 2021. These fragrances were created in collaboration with perfumers Alexandra Kosinski, Pierre-Constantin Guéros, Maurice Roucel, Alberto Morillas, Guillaume Flavigny and Hamid Merati-Kashani. The names of the fragrances are certainly difficult to ignore. Addictive Vibration, or addictive vibration, if you will, is a floral fragrance for women, launched in 2016 and created by Pierre-Constantin Guéros and Maurice Roucel. It lasts a long time on the skin and certainly has a significant presence when you enter a room wearing it. This is a perfume suited to warm winter and spring days and nights. By contrast, Absolute Aphrodisiac of is an amber Charif fragrance for women and men. Absolute Aphrodisiac was launched in 2015. It has a significant presence, lasts a long time on the skin and is suited to autumn.