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behind

Behind the curtains

liur

Complicated perfumery world

we are in that 1%...

We are taking a path that still remains unusual in perfumery: placing the creative process back into the perfumer’s hands.

By various estimates, between 95% and 99% of fragrances are launched under the influence  and the control  of creative directors, marketing teams, sales statistics, spreadsheets, and practically everyone except the perfumer. Or worse still, the very same scent and its formula appears repackaged under different brand names.

We belong to that elusive 1–5%.

The entire process from the first spark of an idea, the selection of raw materials, the conversion of that idea into a brief, the creation of formulas, their testing and evaluation, the blending of the perfume juice, maturation, maceration, filtering, bottling, and even the crimping of the atomisers — is rigorously overseen by the LIUR perfumer. And the final decision on when enough formulation trials have been made rests, of course, with the LIUR perfumer.

So?

niche or artisan

Artisan and independent

We are true representatives of the artisan and indie category. Not only are we able to take pride in having an in-house perfumer, we also reject industrial processes and place our own hands on every drop and every bottle. We believe that the skilled touch of human hands adds an extra layer of magic to perfumery.

It is slower work, the quantities are far smaller, and at times that means being out of stock or even discontinuing a fragrance altogether, as happened with New Me. Yet this is precisely what allows for what matters most in perfumery: original compositions and formulas, genuine authenticity, a distinctive creative signature, small editions, and above all, creative freedom. As a side note, quality control becomes far easier, too.

Once, this was simply called niche perfumery — before the term became hopelessly overused.

The palette

Wide and complex

Single and complex molecules

LIUR’s perfumer’s palette is intentionally broad. We work with perfumery-grade essential oils, absolutes, isolated molecules, synthetic molecules, CO2 extracts, resin etc. And, of course, we do not indulge in greenwashing. We make a conscious decision to avoid certain controversial raw materials whether for ethical reasons, endangered plant species, modern slavery in their extraction, or similar concerns and we refuse to dress up chemistry as scandal while framing nature as a moral virtue. When you work professionally, you understand that the two go hand in hand.

Perfect perfume exists – it is the one that resonates beautifully with your emotions in the moment.