The Story
Why it exists.
The beginning
Oscar Emil Hedegaard built First Love from something he couldn't say out loud. The brand, founded in 2025 by a teenager processing his own experiences with love and heartbreak, uses fragrance as emotional documentation. First Love is the opening chapter of The Love Collection: six fragrances mapped to the phases of romantic experience, from the rush of new attraction to the complications that follow. Jimmy Anton Studer translated that first flutter into a composition of milk, magnolia, clover, sesame, white musk, and sandalwood. The result captures the butterflies, the hope, the uncertainty of not knowing if it's mutual. That's the fragrance. That's the feeling it bottles.
The milk and magnolia opening is what makes First Love feel like falling rather than having fallen. Milk provides warmth without weight, the comfort of something familiar. Magnolia adds a bright, delicate floral note that lifts the composition into something hopeful. Together, they create that sense of newness: the moment before everything gets complicated. Clover and sesame form the heart. Clover brings a quiet honeyed quality that emerges naturally as the scent develops, not obviously sweet from the start but building into something warm. Sesame adds a soft, nutty depth that grounds the sweetness, preventing it from becoming purely confectionery.
The evolution
The opening arrives soft. Milk and magnolia appear together, the magnolia bright and the milk softening everything into something tender, almost edible. The effect is delicate, not the sharp citrus burst of a more confident fragrance, but a quiet entrance that asks you to lean in. Clover arrives next, its honeyed quality emerging naturally within the first minutes. Sesame follows, adding a soft, nutty depth that grounds the sweetness without pushing into savory territory. The heart holds. Chamallow (marshmallow) and clover carry the middle phase, their confectionery sweetness balanced by sesame's earthiness. This is where the fragrance lives longest, that warm, slightly sweet, slightly nutty space that feels comfortable rather than demanding. The drydown belongs to white musk and sandalwood. Sandalwood's creamy woodiness pairs with white musk to create something soft and skin-close. The sweetness fades into warmth, the warmth fades into something that lingers near the skin for hours.
Cultural impact
First Love arrived in 2025 as the opening chapter of Oscar Emil's debut collection. The fragrance captures the butterflies, the hope, the vulnerability of new attraction, that moment before everything gets complicated. Jimmy Anton Studer translated that feeling into milk, magnolia, clover, sesame, white musk, and sandalwood. The result is soft, warm, and intimate rather than projecting. What makes it interesting is its position: sweet and approachable enough to attract someone seeking comfort, but with an indie sensibility that keeps it from feeling mass-market or formulaic. The milk and magnolia opening is gentle; the white musk and sandalwood base provides quiet warmth.
