The Story
Why it exists.
The beginning
Liis is a California fragrance house founded in 2020 by two friends who share a middle name, and Choux Choux arrived in 2024 as a direct expression of that intimacy. The name itself is a term of endearment, the kind whispered in French kitchens to someone you cannot help but adore, and the fragrance mirrors that sentiment. Liis builds scents for proximity rather than projection, compositions that reveal themselves to someone standing close, not across a room. Jérôme Epinette crafted Choux Choux with this philosophy in mind, using ingredients that reward attention rather than demand it.
The note selection in Choux Choux reflects a deliberate choice to prioritize warmth and intimacy over complexity. Whipped cream and vanilla create an immediate sense of comfort, while lemon provides just enough brightness to keep the opening from feeling flat. The addition of salt to the heart is a clever move, adding depth without darkness. In the base, sandalwood bridges the edible sweetness with the bitter warmth of cocoa and coffee, creating a finish that feels complete rather than trailing off. The composition is designed to be worn close, which means every detail matters, from the first spray to the final drydown.
The evolution
Choux Choux opens with whipped cream softened by a flash of lemon, a combination that feels like the first bite of a dessert before sweetness fully arrives. That citrus brightness fades quickly, leaving space for the heart to emerge. Vanilla and caramel arrive next, their edible warmth settling into the skin like a soft blanket. The salt note is subtle but essential, keeping the sweetness grounded and preventing the composition from floating away. As the hours pass, sandalwood introduces a creamy woody texture beneath the fading sweetness. Cocoa and coffee complete the evolution, adding a bitter roasted finish that rounds out the gourmand warmth. The arc moves from airy cream to warm edible comfort to quiet woody finish, each stage feeling deliberate rather than accidental.
Cultural impact
Choux Choux found its audience fast. Released in 2024, it earned a finalist nomination for Indie Fragrance of the Year at The Fragrance Foundation Awards 2025, standing out in a crowded gourmand category for its restraint rather than its volume. Wearers describe it as the scent of someone who walks in and doesn't need to announce themselves. The lemon-forward opening has drawn comparisons to cleaner, simpler lemon fragrances, but the salted caramel and sandalwood drydown give it a complexity that rewards wearing it for a full day.
