What You Need: ‘The Herbalist’ Introduces Cannabis to the Luxury Fragrance Market
What do you get when you bring together the man who created the leading organic brand of hand-rolled cannabis and the inventor of Gwyneth Paltrow’s “This Smells Like My Vagina” candle? Hint hint, it doesn’t smell anything like celebrity anatomy.
Rather, a fascinating new perfume called The Herbalist is a tantalizing aromatic confection that may just help to redefine the usually staid fragrance industry.
Drew Martin, founder of his eponymous brand of upscale cannabis, and Douglas Little, the man behind Heretic Parfum, have joined forces to create what is, as far as we can tell, the first ever THC-infused personal fragrance. THC, for those who weren’t quite sure, is the psychoactive molecule found in cannabis – the one that has long made conservative types misguidedly hold tight to the illegality of the “gateway drug” marijuana.
The elegant but minimalist bottle, which comes in the sort of exquisitely designed floral-illustrated packaging that is a hallmark of all Drew Martin offerings, contains a responsibly sourced blend of botanicals, and is combined with Jack Herrer Cultivar, a Sativa hybrid known for its special aroma, its calming properties and, according to Martin, its “clear-headed, creative and euphoric buzz.” He explains that the cannabis in the fragrance is grown in California on terroir that facilitates these characteristics and effects.
“Imagine the mind blowing olfactory properties of a Grand Cru wine, but for the cannabis connoisseur.”
Who wants to smell like weed, you might ask? Well, the fragrance was actually built around the signature notes of lemon, tangerine and newly crushed pine needles found in this particular cultivar, and carefully balanced by adding the uplifting freshness of yuzu, the grounding woodiness of frankincense, and the relaxing properties of the hinoki cypress.
“As you immerse yourself in this expertly layered and completely natural scent,” Little observes, “our hope is that you experience a profound and exquisite connection with the ancient practice of harnessing the goodness of plants. Which for us, is at the heart of everything we do.”
Aptly released on 4/20, the 50ml bottle fetches $250, reflecting the carefully crafted blend of cultivated, limited batch ingredients. It is available at Sweet Flower cannabis boutiques across Los Angeles, and online at drewmartin.co/heretic.