Fragrance house

Darling*

DARLING* is a global beauty brand created for online-native consumers, combining skincare, makeup, and self-expression with a playful, accessible identity. Launched by Switzerland-based White Space Brand Lab, it was born online around the values of simplicity, play, e-motion, and agility. Its creative language was shaped by Kiyomi Dong, who developed product names, descriptions, directions, and packaging copy in the brand’s established playful voice. White Space Brand Lab L.L.C-FZ is identified as the company behind DARLING* and its website and app. In 2023, DARLING* introduced an initial trio of unisex eau de parfums: Citopia, E-motion, and Rhubay, with compositions credited to Bertrand Duchaufour and Shyamala Maisondieu. Its current fragrance selection also includes Nectasy and Intimyst. Rhubay is presented as a colorful, euphoric floral-fruity eau de parfum made in France.