In episode 123 of the Glow Journal podcast, host Gemma Dimond talks to the founder of Maison Crivelli, Thibaud Crivelli.

I’ve made no secret of the fact that fragrance is probably my favourite category to talk about, particularly from a storytelling perspective. Thibaud talks about fragrance in a way that is unlike anything I’ve ever heard before and that is, again, why I’m so fascinated by this category. I love asking people how they either construct a fragrance or brief it into their perfumer, and this particular answer went so far beyond anything I could’ve imagined in that Thibaud actually doesn’t just focus on the scent- his role feels almost more like a director putting an entire scene together. 

We also had a really interesting chat about how nuanced the wider conversation around raw materials needs to be, which I think is actually true of the need for nuance when we talk about sustainability in general, not just in perfumery. Early on Thibaud told me that since childhood he’s wanted to create a cosmetic brand, and the longer we spoke for the less surprising it was to me that he’d had such clear vision from so early in his life- when you listen to him it becomes very clear that he is a founder who is in this industry because of a deep, deep love of it, which is always my favourite kind of guest.  

In this conversation, Thibaud shares why there’s no room for ego in perfumery, how you can tell if a product will be popular within about two days of its launch, and the one emotion that every Maison Crivelli fragrance is linked to- the feeling of surprise. 

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Follow Maison Crivelli on Instagram @maisoncrivelli.

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