Heritage
A house, in its own words
The story of Strangelove NYC begins with Elizabeth Gaynes, a former fragrance buyer who grew frustrated by the compromises of mainstream perfumery. In 2013 she partnered with former supermodel Helena Christensen, who assumed the role of creative director. Their shared aim was to build a house that prioritized ingredient integrity over trend chasing. The first six releases, all centered on oud, arrived between 2014 and 2016 and were positioned as limited‑edition oils. Dead of Night (2014) introduced a smoky, resinous oud that quickly attracted a small community of scent enthusiasts. Melt My Heart (2016) followed with a softer, floral‑spiced interpretation, demonstrating the house’s willingness to explore oud’s versatility. By 2018 the line expanded beyond pure oud, adding Lost In Flowers, a composition that blended rare violet leaves with a whisper of oud, and Fall Into Stars, a 2019 release that paired oud with notes of rose and green violet. In 2024 the brand unveiled A Fire Within, a fragrance that integrates sustainably sourced agarwood with a heart of incense and spice, marking the first major addition to the collection in five years. Throughout its evolution, Strangelove has maintained a low‑key retail presence, favoring pop‑up scent tours across New York City and selective placement at boutique retailers such as Jovoy in Paris. The house’s trajectory reflects a steady commitment to rarity, craftsmanship, and a personal connection with its audience, rather than rapid expansion or high‑visibility marketing. Strangelove’s creative outlook rests on three pillars: obsession with rare materials, an emphasis on love as a guiding narrative, and a refusal to dilute scent with commercial pressure. The founders have spoken about choosing ingredients that are difficult to source, such as wild‑harvested oud from Indonesia, because they believe scarcity enhances appreciation. The brand also frames each fragrance as a story of intimacy, encouraging wearers to view scent as a personal dialogue rather than a public statement. Sustainability features in the philosophy as well; Gaynes has referenced her work with Gaia One, an organization that promotes responsible sourcing of raw materials, suggesting that ethical considerations inform ingredient selection. Rather than chasing trends, Strangelove aims to create pieces that reward patience, allowing the perfume to evolve on the skin over hours. This approach aligns with a broader niche movement that values transparency, traceability, and a slower, more contemplative relationship with fragrance.