Fragrance house

Lore

Lore was founded by Melanie Bender with Joe Cloyes, Greg Gonzalez, and Mazdack Rassi, and launched on September 2, 2025, becoming available at Sephora on September 15. The brand frames fragrance as a vehicle for stories, memory, place, emotion, and personal meaning, with scents presented as inclusive of gender and identity. Its initial collection comprised four fragrances developed with perfumer Jérôme Epinette. Lore’s sculptural bottle, developed with designer Jérôme Laurendeau, draws on André Thuret’s experimental blown-glass forms and serves as a central expression of the brand’s identity. Its public identity also includes a biodiversity program that vets natural ingredients with conservation ecologists and directs profits toward species preservation in biodiversity hotspots, beginning in Kaua‘i. Disfruta illustrates Lore’s cocktail-inspired smoky-citrus direction and was named Who What Wear’s best smoky fragrance in October 2025.