The brand, which offers three scents for men and three for women, was co-created by longtime beauty industry veteran Gabriel Reboh along with Billy Busch, most widely known for his association with the American beer empire, with a mission to combine French elegance and a strong dedication to quality. Each perfume – which retails for $180 for a 100 ml bottle – is crafted with ingredients from Grasse and has its own distinctive scent profile drawn from nature.
“We are thrilled to be partnering with Neiman Marcus, a leader in cultivating iconic lifestyle brands, and we are elated that our first brick and mortar location is in my family’s hometown of St. Louis,” said Busch in a statement. “We always felt this would be a natural extension into a new category for our business.”
The brand is poised to further develop its retail footprint in America with additional doors and consumer sampling opportunities.