Merit Beauty is expanding its fragrance line with the launch of its second scent, New Wave L’Extrait de Parfum, which is set to be available this month. The US-based minimalist cosmetics brand positions this new fragrance as a break from traditional perfumery rules, reinterpreting a classic Ambre 83 structure to appeal to contemporary audiences.
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Crafted by Master Perfumer Dominique Ropion and Perfumer Meabh McCurtin, New Wave L’Extrait de Parfum features an unconventional amber without citrus notes, powdery florals, or aldehydes. This follows the successful release of Merit’s first fragrance, Retrospect, in 2024, which drew inspiration from vintage scents.
The launch coincides with the brand’s fifth anniversary, reinforcing its commitment to cater to millennials and Gen X consumers. Aila Morin, CMO at Merit Beauty, stated that the brand's initial venture into fragrance aimed to introduce a mindful approach, emphasizing nuance. She expressed excitement about the new fragrance, highlighting it as a distinct offering within their evolving fragrance portfolio.
New Wave L’Extrait de Parfum is built around the themes of contrast and evolution, transitioning from bright and optimistic notes to warmer, magnetic tones. The inspiration for this scent was drawn from a visit to the Musée Picasso in Paris, where the team explored cubism and surrealism, reflecting their desire to innovate and depart from traditional fragrance norms.
The fragrance opens with bright and spicy notes of pink pepper and angelica, transitioning to a warm heart of orange flower, ylang ylang, and honey. Its base consists of a resinous blend featuring incense, benzoin, labdanum, patchouli, tobacco, vanilla, and woods. Ropion explained that while he sought to capture the essence of classic amber compositions, he aimed to reinterpret them for a modern audience, creating something radiant and relevant.
New Wave L’Extrait de Parfum will retail for £79 and will be available on Merit Beauty’s website and at Sephora starting on October 22.