The first facts about Puredistance WHITE. WHITE will be a pure Perfume, like all Puredistance Perfumes, with a percentage of 38% Perfume oil. WHITE will include some of the most costly ingredients in the world. Puredistance WHITE has been created by Antoine Lie from Paris and took one year from concept to final creation. Puredistance WHITE will be ready for sale in most countries in April 2015

The main idea behind the creation of WHITE was to create a perfume so beautiful that it gives the wearer an instant boost of happiness. As a visual compass for the world renowned perfumer Antoine Lie from Paris we envisioned a picture of a woman in a golden bath, relaxing, smiling and glowing from the warm rays of the sun. We wanted him to create a white and golden dream, an intimate escape from harsh reality. It took Antoine Lie one year to complete the magic formula, using the best and most expensive ingredients in the world (ingredients that will be revealed next year). The result is a one-of-a-kind perfume that will enhance your mood through intense, but comforting beauty – just like mother nature does when you unwind on a deserted beach surrounded by the natural beauty of orchids and getting comfortably drowsy from the warming sun…. a serene, natural happiness will be yours.

When we tested WHITE we found many people started to smile right away and then started smelling their wrist over and over again, telling us WHITE made them happy. Exactly what we hoped for! If WHITE is for you, this perfume will brighten up the moment and for a while it will make your inside world a happier one. We realise this is a bold statement, but considering the first reactions and our own feelings, we think Antoine Lie has created a real mood transforming perfume. We truly believe WHITE will make many moments – in many lives – more beautiful.

“We’ll always have Paris…”       (from the 1942 classic movie Casablanca)

There was once an emotion which made our legs weak, our hands tremble and hearts leap. With today’s television, and high-speed internet, does real romance still exist? Can scent alone really bring us back to a world of romance, or do we need more? Join us for an exclusive look with Ivo Parać fragrance journalist of Elle Croatia and many other magazines, to find out!

What does romance mean to you?
For me, romance is encountering the unexpected. When we consciously go out looking for romance, I think we rarely find it. But the moment we say “I’m through with love’’, then we will find it. Something like “don’t seek, and you shall find!” That’s how it has always been for me, and it has been the same with perfume. There were times when I was obsessed with finding the perfect “superperfume”, but the moment I forgot what I was looking for, I found it – unexpectedly. I do not usually go with the trend or it-brands of the moment. I take my time and say, what smells good to me? What suits me? The thing is, most people think they want to drive a Ferrari – “the ideal” supercar. But the truth is, supercars are too loud, uncomfortable, they have a tiny trunk and are neither practical nor economical. Don’t get me wrong, the F12 Berlinetta is a beauty, but it may not be the best one just because it’s a Ferrari. For me, the best things in life always came from unexpected places, at unexpected times.

Can you describe your relationship with Puredistance? When did it begin?
It really is a mysterious story, but it’s true. My first Puredistance appeared out of nowhere! I was in Paris, I think it was 2010, and I just came back to my hotel with a few shopping bags, and I noticed a sample of Puredistance I falling out from one of the bags, wondering “where did I get this?” It is a mystery to this day… because that day I didn’t go to any of the niche perfumeries and I still don’t know where I got it from. Maybe I met someone who secretly slipped it into my bag? Anyway, I put it on my wrist and thought to myself “what on earth is this?” …Later I discovered the brand, and the first thing that struck me was the flacon, a simple classic chemistry vial. Simple and beautiful. So my story with Puredistance started with I. Later I discovered M, Antonia and Black. I think I resonate most with Black, but I’m enjoying M and Antonia too.

How does the DNA of Puredistance reflect your inner values?
The reason why I appreciate Puredistance most is that I don’t feel cheated. You pay a lot and you get a lot. I can feel Jan Ewoud does take the time for his creations, and most importantly, I can feel the coherence of the idea – without any distraction. It’s ironic, but in my opinion, the best businessmen are not in it for the money. The moment you start to think about profit, and profit only, you get distracted and start to be dishonest to yourself… and people can smell dishonesty.

Where do you feel romance is going today? 

Right now we are in a crisis. We are consuming a lot of “digital trash” on the internet without realising it affects the way we think, the way we look, and the way we act. We are posting, tagging, liking, tweeting, exchanging, sharing, interacting, and all this time we only think we are communicating, but in fact we are not. We are distancing ourselves from each other, and forgetting how to communicate. It is the same with romancing. Sometimes I miss the times when people were communicating more and enjoying quality time – in person!

Do you feel Puredistance is a rare bird? Why or why not?
Actually I do. Puredistance is unique, small, and beautiful. I never heard trendy people talking about it, or trendy blogs mentioning it. I only heard connoisseurs talking about it. You can tell that Jan Ewoud took his time, and that is rare these days with mass production. Larger companies which only mass-produce can easily fall into a trap of doing things against their DNA. Jan Ewoud created Puredistance. It’s his vision, simple as that. If Jan Ewoud is doing something against his original vision, he’s only hurting himself, and his brand. It may sound strange, but I think that the best way to please your customer is not to listen to the customer, but to please the idea. And above all, do not study competition. Do what you love.

“A flower does not think of competing with the flower next to it. It just blooms” – Zen Shin Talks.

Any last thoughts or advice for Jan Ewoud and the future of Puredistance?
As I already said, don’t study the competition, don’t follow the trends. In the future, there may be more brands like Puredistance, but they will not have the original Puredistance vision. My advice to you is to keep doing what you’re doing. Follow your heart.

Interview by Mary Gooding