[ Thrillist Feature ] How Perfumers Put Vacation in a Bottle
- by The Welsh Rabbit
- January 23, 2024
There are many types of souvenirs to buy on vacation. But for Kimberly Waters, it’s all about the perfume. An earthy vetiver scent she bought in Cuba still makes her reminisce about dancing down cobblestone streets with friends. A Grenadian bay leaf fragrance reminds her of the island's lush plants and flavorful food. When she sniffs the amber notes of Midnight Call by Les Soeurs De Noe, she remembers purchasing it on a summer trip to Greece. Waters, who is the founder of curated fragrance company Muse (Modern Urban Sensory Experiences), which she describes as “art gallery meets fragrance,” sees scents as having a direct connection to places and experiences—hence her inclination to add to her collection on trips.
...But it’s not just hotels that are capturing the feeling of a place with a scent. Fragrance brands like St Johns Bay Rum have gone all in on the idea, with St Johns Bay Rum in particular focusing on bottling the essence of St. John. “Fragrance is all about reimagining a wonderful experience or emotion,” says President and CEO Rhys Moore. “It takes you back to that moment.”
The foundation of all the brand’s fragrances, including its original titular fragrance, is the distinctive spicy aroma of bay oil, derived from the bay leaf trees that grow abundantly on the island. Other St Johns Bay Rum fragrances focus on capturing different facets of St. John. Vetiver, for example, captures the sweet grasses of the Caribbean along with citrus fruits and spices.
