The Story
Why it exists.
The beginning
White Rabbit began with a memory James Nguyen couldn't shake, the smell of a rabbit that had been lying in the sun. Not perfume logic. Not ingredient theory. Just a sensory fact that demanded to be translated into something wearable. The brief was deceptively simple: capture warmth, softness, and the quiet intimacy of something alive. What emerged is a fragrance built on contrasts. Carrot seed and milk are not typical opening materials; they carry a mineral creaminess that feels personal rather than commercial. White pepper adds a small kick of reality, keeping the opening grounded. The heart leans on Southeast Asian materials, pandanus specifically, a nod to the Vietnamese roots of the house and an ingredient that brings a tropical nuttiness rarely encountered in perfumery.
White Rabbit uses carrot seed not as a novelty but as a genuine warm material, something that reads as earthy and mineral at the opening. Milk grounds it with creamy softness. White pepper is used sparingly, adding a crispness that prevents sweetness from dominating. The Southeast Asian materials, particularly pandanus, reflect the house's Vietnamese-American identity. Rice paper as a note is an unusual choice, bringing a dry, translucent quality to the heart that pairs naturally with the creamier opening and the warm hay of the drydown.
The evolution
White Rabbit moves in stages. Carrot seed and milk establish warmth and creaminess in the opening. White pepper keeps things honest. The heart takes over with tuberose, creamy and floral, supported by pandanus and rice paper, a combination that feels simultaneously tropical and restrained. Rice paper adds a dry, papery quality that prevents the florals from overwhelming. By the drydown, hay and white musk settle into a skin-close warmth that feels less like perfume and more like an extension of the wearer.
Cultural impact
White Rabbit has resonated with wearers who connect scent to memory, particularly the reviewers who describe it as the smell of a beloved pet, warm fur, or a childhood comfort. The 2024 launch earned strong marks for scent quality from the indie community, with particular praise for its ability to balance sweetness and earthiness without relying on conventional florals.
