Fragrance Girl

Le Labo [How the Company was founded by Fabrice Penot]

Entrepreneur Magazine is running a fascinating article about Le Labo and how it was founded by Fabrice Penot. Apparently potential investors laughed when Penot proposed a fragrance house based on the fragrances and not high-profile advertising.
The idea for Le Labo was that perfume would be sold only from Le Labo's own stores and a few exclusive perfume counters. Penot claims that no money is spent on marketing. I think this strategy has given Le Labo an air of extreme exclusivity. When I first discovered the brand, I felt like I was lagging behind an uber-cool trend. Apparently Rose 31 is Le Labo's best seller. It's a breakthrough fragrance as it's a rose that's suitable for men and women.
It goes without saying that Penot was already an industry insider when he founded Le Labo. Nonetheless, the company's success is an incredible achievement and an inspiring story.