The Story
Why it exists.
The beginning
Think Wild arrived in 2012, the year after George Gina & Lucy moved from concept to market. The brand's founders, three friends who built a perfume house on the idea that fragrance names should feel like song titles, launched Think Wild early in their catalogue. The name carries the mood: a fragrance that doesn't apologize for being playful. It sits in the sweet spot of fruity-floral compositions, a category the house has revisited more than once across its thirteen scents.
What makes Think Wild interesting is how it balances four top fruits without losing the thread. Blackcurrant, lychee, mandarin, and raspberry could easily blur into candy, but the heart pulls them into shape. Wild peach, peony, rose hip, and jasmine give the opening something grounded to land on. It's a deliberate layering: bright on bright, then softness on softness. The base of vanilla, musk, amber, and cedar is what keeps it from reading as juvenile. That cedar note, quiet but present, is the adult in the room.
The evolution
The first ten minutes are all fruit. Raspberry and blackcurrant hit the skin like something cold and just-picked, with lychee adding that soft, almost grape-like sweetness underneath. Mandarin keeps it from going flat. By the twenty-minute mark, the fruit has stepped back and the florals take over: peony first, light and slightly green, then jasmine creeping in at the edges with its warm, almost indolic hum. Rose hip ties the heart to the fruity opening without breaking the spell. After an hour, the drydown settles into its true shape. Vanilla and amber wrap the whole thing in something warm and powdery, and the cedar arrives last, cutting through the sweetness just enough to keep it interesting. On most skin, Think Wild runs a moderate four to six hours. It won't announce you across a room, but on a scarf or at the collar, it stays.
Cultural impact
Think Wild sits in the fruity-floral lane the brand has returned to across several of its thirteen releases. Wearers describe it as the scent of a weekend with nowhere to be, sweet without crossing into syrup, and the kind of composition that shows up on a warm afternoon rather than a formal evening. It reads as a younger-leaning fragrance, and those who love it tend to be drawn to its unapologetic brightness.






















