Fragrance house

West Third Brand

West Third Brand was formed in Los Angeles in 2008 by Michael Loring Probst and Lynette Reed, the original owner and founder of ILLUME candles. Its name refers to West Third Street, where ILLUME opened in 1993 and where Probst had worked as creative director. Since 2015, the brand has operated from a studio in the Hill Country outside Austin, Texas. Probst, its founder and creative director, brought 17 years of experience designing products and creating fragrances for ILLUME, Zodax’s private-label division, and Three Hands. West Third Brand’s fragrance identity combines fine fragrance with an elegant minimalist approach, earthy botanicals, and an American style. Tobacco 1812 is identified as one of its most popular Eau de Toilettes and as its most popular product in a 2016 profile. Probst and Reed continued developing new fragrances after Reed moved to Italy.