Monday 18 September 2017


Originally from Suffolk, Matthew Axe studied Graphic Design before going on to work with companies such as Thomas Pink, John Lewis and Gieves & Hawkes. After relocating to New York he was Creative Director on Martha Stewart’s award-wining magazine, Martha Stewart Living, and regularly oversees campaigns in the beauty industry. Recently working on Jo Malone’s Basil & Neroli launch, I wondered what would he reveal about his own perfume favourites during “Stephan’s Six”.

What is the first smell that you can remember?
That would have be the first day of school. I went to a small village primary school in Suffolk, England. I distinctly remember the smell of freshly polished floors, new text books, black rubber sandshoes from Woolworths and, in my case, the smell of fear!

What was the first perfume you remember your mum or dad wearing?
Tweed by Lentheric was a staple gift from my father to my mother for Christmas. We all got pretty accustomed to it as she received it for years. She has now moved on to Chanel No.5 which is progress, I think?

What was the perfume of your twenties?
CK One - I remember loving the bottle, advertising and of course the smell. I think the whole Calvin Klein image was so clever. It spoke to a lifestyle that I definitely didn't have, but really wanted.

What was your biggest perfume mistake?
Like most sixteen year-old boys of my era, my first perfume, although we would have said ‘aftershave’, was Kouros by Yves Saint Laurent. I used to take it to high school to put on, lots of it, after PE lessons. There was a day when the lid came off in my bag. Teenage PE kit and Kouros was maybe not the best mixture of smells. My bag stunk for weeks.

You can only choose one perfume?
I'm going to choose Jo Malone Oud & Bergamot. Simply because I love the smell.

What perfume should I try?
I imagine that you've already tried a lot of perfumes but this is one you might not have heard of. It’s called Feliz and it’s by a company called Perfumera Curandera. It’s made by a really lovely make up artist that I work with, Leanne Hirsh, and they are healing perfumes. Feliz energizes, is heart opening, and elevating - it works for me.

For more details about Matthew Axe you can go to his website at or visit his Instagram page at matthewaxe

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