What We Do Is Secret

The story behind the fragrance label "A Lab on Fire" is probably one of the most interesting brand developments ever considering its rocky path. In 2000, a few enthusiastic fragrance researchers in New York were busy pursuing their passion. They created their scents and aromas in a tiny studio that became known as the "world's smallest fragrance house”. These scents were then sold under the name "S-perfume." Although the experts paid their respect to the new label from New York, the number of customers, however, remained shy. The perfumers at "S-perfume" continued to experiment and research the perfect fragrance for many years. The long-awaited "big hit" was achieved by "S-perfume" in 2011, when, together with perfumer Olivier Polge, the fragrance "L'Anonyme ou OP-1475-A" was presented. It was only at this point that the decision was made to market it professionally. The next big fragrance followed with "What We Do In Paris Is Secret," created by Dominique Ropion, and the label demonstrated its fragrance expertise with the new name "A Lab on Fire." Under this name, the label was produced for the Parisian "Collette Store" for several years before completely rebranding. With new fragrances, new production methods, and new spaces, the label achieved independence and autonomy under the name "What We Do In Paris Is Secret".