September 1, 2025.

Two fragrances. A website that had been live for about four minutes. One idea most people told us was backwards: that fragrance is for right now, not forever.

No signature scent. No lifetime commitment. Just 30mL and a moment worth marking.

I had 25 lab samples of 2 scents, slapped labels on them, and figured we would sell a few bottles to people who already knew our names.

Then this happened.

**Five fragrances.** Delusions of Grandeur and Dopamine Rose opened the year. Inner Child and Dreams and Nightmares came in the spring, and Serotonin Spritz closed it. Built with Elena Valdivieso Ruiz at Robertet, and with Carlos Benaïm and Laurent Le Guernec at IFF, which is still a sentence we cannot say out loud without stopping for a second.

**On shelves.** LuckyScent. Scent Bar in Los Angeles and New York. Around thirty specialty stores across the country, Chicago to Denver to Honolulu.

**In print.** Allure. ELLE. Business of Fashion. GQ. Cosmopolitan. Into The Gloss.

**In the wild.** An After Hours show that sold out in 24 hours. Sample vials passed hand to hand at markets and conventions. Viral tiktok videos we have absolutely rewatched at 2am.

And then the part that actually built this.

You bought a discovery set at midnight and came back weeks later for the full bottle. You wrote things like "the dreamiest, freshest rose" and "pure, effortless confidence in a bottle." You made videos and told your friends. You told people who did not ask.

A year ago this was an idea. Now it is a shelf full of chapters that belong to other people.

**So here is the only reasonable response.**

20% off every 30mL bottle. Applied automatically at checkout. No code, no minimum, no hoops. 24 hours only, September 1st, 2026

Not a launch. Not a strategy. A thank you, priced accordingly.

Year two starts now. We are just getting started!!

xx, Rachel + L'Epoque