{"id":5065,"date":"2016-02-23T14:00:40","date_gmt":"2016-02-23T14:00:40","guid":{"rendered":"https:\/\/hauteliving.com\/haute-beauty\/?p=5065"},"modified":"2016-11-16T19:04:40","modified_gmt":"2016-11-16T19:04:40","slug":"meet-pinrose-and-the-women-bringing-scent-back-to-the-fragrance-industry","status":"publish","type":"post","link":"https:\/\/hauteliving.com\/hautebeauty\/5065\/meet-pinrose-and-the-women-bringing-scent-back-to-the-fragrance-industry\/","title":{"rendered":"Meet Pinrose and the Women Bringing Scent Back to the Fragrance Industry"},"content":{"rendered":"

\"\"<\/a><\/p>\n

Have you ever walked into Saks Fifth Avenue<\/strong> in Union Square<\/strong> and been bombarded by salesclerks with perfume bottles? They wait like skunks, beautiful bottles in hand, ready to spray anyone that walks by with the latest Acqua di Parma<\/strong> or Guerlain<\/strong> or Hermes<\/strong> eau de toilette. While you probably batted them away like pesky flies and got on with your shopping, two women couldn\u2019t help but notice there was something wrong with the system. \u201cFinding a fragrance is the worst experience,\u201d Christine Luby<\/strong> said on a recent sunny afternoon in her new Mission District<\/strong> office. Luby, along with Erika Shumate<\/strong>, are the co-founders of Pinrose<\/a><\/strong>, a revolutionary fragrance line geared toward tech-savvy individualistic women. \u201cThe fragrance industry is not that fun. It\u2019s celebrity-driven and designer-driven, but it\u2019s not really about the scents,\u201d Luby explains. She and Shumate \u2014 who has always been a fragrance fanatic and has a degree in the science of olfaction from Yale \u2014\u00a0<\/strong>met while at Stanford Business School<\/strong>. \u201cErika helped me fall in love with fragrance,\u201d Luby says. \u201cWe thought let\u2019s see if we can make a business and help guide women to scents in a more personalized way.\u201d Thus, Pinrose was born.<\/p>\n

The Pinrose fragrance experience is unlike anything out there. It starts with a simple quiz that reveals your scent personality. The quick online quiz is a series of colors, shapes, images, and sounds that help Shumate and Luby figure out your scent profile. \u201cWe created this quiz to make the world of scent less intimidating. It\u2019s for the woman who loves personalization,\u201d explains Shumate. \u201cIt\u2019s based on the science of synesthesia \u2014 it\u2019s the interconnection of sensory preferences. A person\u2019s color, shape, sound, texture, and scent preferences are all interconnected. We took the existing data about these connections and created our own quiz. Over 300,000 women have taken the quiz and 70 percent of the time, they end up buying and liking what the quiz recommends.\u201d<\/p>\n

\"Christine<\/a>
Christine Luby, top, and Erika Shumate, seated.<\/figcaption><\/figure>\n

Once your scent category has been determined, Pinrose recommends three scents for you to experiment with. There are 10 mix-and-match fragrances with playful names, such as Pillowtalk Poet<\/strong>, Cuddle Punk<\/strong>, and Tambourine Dreamer<\/strong>, that come in sleek little bottles with pretty labels that resemble modern art. While most major fragrance companies put their money into making a memorable bottle, Pinrose backs the ingredients that going into making the elixir. \u201cThere\u2019s no cap to what we will spend on the juice itself,\u201d Shumate says. \u201cWe work with some of the world\u2019s top perfumers, like David Apel<\/strong>, who did Tom Ford<\/strong>\u2019s fragrances. We told him he could use whatever he wanted. The best organic fair trade vanilla from Madagascar? Sure!\u201d Shumate and Luby virtually design how they envision a scent by creating Pinterest mood boards, playlists, and lists of descriptors like \u2018wet dewy rose\u2019 and \u2018leather and tobacco.\u2019 They send this information to perfumers like Apel and let the perfumer work their magic. \u201cPerfumers love to work with us,\u201d Luby says. \u201cWe let them be the stars. We tell them, \u2018you are the artist,\u2019 then we let them make our brand\u2019s scents.\u201d<\/p>\n

While the beauty industry is forever obsessing about signature scents, the Pinrose ladies believe that the modern woman want more than just one fragrance.\u00a0\u201cWe\u2019re trying to bring down the level of commitment that goes along with a fragrance,\u201d Luby says. \u201cScent should be something that woman can play with and experiment with. We\u2019re the anti-signature scent. We have so many choices in every aspect of our lives, why don\u2019t we have that with fragrance?\u201d It makes perfect sense: If a woman can change her nail and lip color based on her mood or for a certain occasion, why shouldn\u2019t she be able to change her scent as well? Pinrose\u2019s dedication to making a wide range of quality fragrances geared toward the modern women is making waves in the industry. Last fall, they launched a partnership with Nordstrom<\/strong> and later this spring, a collection of perfumes will debut at Sephora<\/strong>.<\/p>\n

\u201cEveryone wants something fresh,\u201d says Shumate, \u201cbut the word fresh means something different for everyone.\u201d While the definition of fresh is subjective, it's objectively clear that Pinrose is breathing fresh air into the stuffy antiquated world of fragrance. By eliminating the elaborate packaging and celebrity names associated with most perfumes, Pinrose is taking the fussiness out of fragrance and letting the scent stand alone.<\/p>\n

\"All<\/a>
All of Pinrose's scents come in bottles and petals, pictured above. Petals are single-dose sachets that are meant to be used on the go.<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"

Have you ever walked into Saks Fifth Avenue in Union Square and been bombarded by salesclerks with perfume bottles? They wait like skunks, beautiful bottles in hand, ready to spray anyone that walks by with the latest Acqua di Parma or Guerlain or Hermes eau de toilette. While you probably batted them away like pesky…<\/a><\/p>\n","protected":false},"author":108,"featured_media":5067,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[943],"tags":[],"class_list":["post-5065","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wellness"],"yoast_head":"\nMeet Pinrose and the Women Bringing Scent Back to the Fragrance Industry - Haute Beauty by Haute Living<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Meet Pinrose and the Women Bringing Scent Back to the Fragrance Industry - Haute Beauty by Haute Living\" \/>\n<meta property=\"og:description\" content=\"Have you ever walked into Saks Fifth Avenue in Union Square and been bombarded by salesclerks with perfume bottles? 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