Electimuss was founded in 2015 by Luke Granger and Jason Collison. They originally launched with seven fragrances and collected them into what was called the Pure Perfume Series. Of the original line-up it would only be two, Black Caviar and Rodanthe, that would survive the subsequent rebrand and relaunch. In 2020 Claire Sokell Thompson joined the company and, with a very clear direction, Electimuss was elevated from an already well received niche level to the luxury category it now occupies. Bottles, boxes, caps and contents were all refreshed in order to offer the finest experience for their customers.
Electimuss takes its inspiration from the Romans, and in particular their love of perfume. It featured in every aspect of their daily lives, from bathing to anointing, and they truly realised the power that scent possessed. The current collection is split into five ranges - Eternal, Nero, Consort, Lustrous and Emperor. Each focuses on a different aspect of perfumery, spanning everything from indulgent ingredients to the Roman’s obsession with the heavens and on to signature scents, but the variety of fragrances is breath-taking. The company’s name translates as “to choose the best”, and that certainly applies to the Electimuss range.
Black Caviar erupts with a green aromatic quality, reminiscent of sharp mint and rosemary, before being joined by notes of salty cumin and geranium. This latter pairing gives a sensual skin quality to the fragrance, and is clearly where the caviar aspect is weaved into the scent. The lavender arrives accompanied by a floral sweetness, imagine the delicacy of rosewater, before an earthy pairing of vetiver and patchouli starts to anchor the scent. There’s a final touch of tonka bean and oakmoss as the fragrance settles but, in the background, a clever note of cedarwood and incense ensures Black Caviar always maintains an exciting crispness. Am I allowed to call this the perfect aquatic fougère? I guess I just have.
Black Caviar is available from the Electimuss website at electimuss.com priced at £225 for 100ml, or from Jovoy in London. There's also a sample set of all 19 fragrances in 1.8ml vials for £75, which is fully redeemable against a purchase. [Sample provided by Electimuss]
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