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She is the blueprint.
Courtesy of brand
It was massive thecover ofRolling Stonemassive.
It bursts open with grapefruit, white tea, peony, and magnolia.
ALLURE: What is your personal relationship to fragrance?
Meredith Munn
Lauren Conrad:For me, fragrance has always been really sentimental.
ALLURE: Are there any fragrances that impacted you or meant a lot to you throughout your early life?
LC:It’s funny, I was trying to remember some of the first scents I wore.
It was eitherRalph by Ralph LaurenorClinique Happy.
One of those was my first fragrance, I think it was Ralph.
When I was younger, I definitely gravitated towards a sweeter smelling scent.
Then as I got older, I was more into musks and florals.
Why is now the time to launch your first perfume?
LC:I always wanted to take my time with different categories while growing the brand.
Meredith Munn
I spent years building my apparel and accessories and all of that.
I didn’t ever want to rush things.
I also like to get educated on categories.
Both the fragrance and beauty spaces are very complicated.
It was interesting, I really got to learn more of the language.
It’s sort of likedescribing a feeling, and everybody reacts differently to that.
The team was really nice and worked with me and was really patient.
ALLURE: What was your inspiration for the fragrance?
What was really important to you when bringing it to life?
LC:I wanted it to represent an important time in my life.
When I first started dating my husband, I was wearing a really floral scent.
I would always wear it on our dates and, at the time, his go-to drink was scotch.
So it was the combination of those scents, or what reminded me of that time in my life.
I wanted to do something that had a nice balance of masculine and feminine notes.
I wanted it to feel warm and inviting, and feel like an embrace.
It was just that moment, right?
So I thought it’d be so nice to create a fragrance that felt like a love song.
ALLURE: Can you tell me about the design of the bottle?
LC:When we were developing the bottle, we went through many designs.
I have a thousand different samples that we did in my closet.
There’s rose in the fragrance, too.
I had lots of time to learn and figure things out.
LC:I think everybody’s a little different.
There are people who are really, really hands on, regardless of what category it’s in.
Not only do I care about getting it right, I also look at it as a learning experience.
This was fascinating to me, this was so much fun.
And everybody acted like teachers and was really patient with me.
It’s tricky to lump everybody together.
ALLURE: How were creating a beauty brand and a fragrance similar or different?
You’re merchandising, you’re editing, you’re creating a large collection of beauty.
LC:I’m really focused on growth opportunities within the categories that I’m already in.
I launched kids a couple of years ago.
I have a little co-line that’s all sustainable and has a lot of gender-neutral pieces in there.
I’ve found my happy space in kids.
It’s all sunshine and rainbows, literally.
I’m looking to grow that a bit.
This year, we expanded into home, so I want to continue to grow that.
Sometimes it’s smart to go with what’s working and what you’ve established.
It leaves me a little more time for me and my family.
I’m trying to just enjoy this moment.
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