Lauder's executive group president called it "the icon fragrance of an entire generation, male and female". This brought all Le Labo fragrances into wider distribution and turned Santal 33 into a "beauty-counter mainstay". In addition to prominent fans of the fragrance, its diffusion was also furthered by the 2014 purchase of Le Labo by Estée Lauder Companies for $60 million, according to WWD. In Beyoncé's 2016 visual album Lemonade, the singer was depicted burning two Le Labo Santal 26 candles during the sequence for "Sandcastles". "As the GQ designer Griffin Funk recently tweeted, 'At this point it's weird if someone doesn't smell like Le Labo Santal 33'". It has been wholly embraced by the fashion flock and A-list celebrities alike"-prominent devotees included television presenter Alexa Chung, Emily Weiss, singer Justin Bieber, actress Emma Roberts as well as many of their fans. Within a matter of years, the perfume had "become a predictable presence on the New York City subway, at bars in London, cafes in Paris, even on the beach in Los Angeles. In addition to sandalwood, it also has notes of violet accord, cardamom, iris, ambrox, cedar, and leather. Writing in The New York Times, Olivia Fleming wrote that in the year after the launch of Santal 33, Le Labo’s independent perfumery felt like "an antidote to the obsession with hype: Like an under-the-radar It bag prized for its unidentifiable features and nondescript branding, Santal 33 quickly became a sort of cult secret, whispered through wafts of sandalwood and cedar, only detected by those in the know". Now they agreed and Voelkl tweaked the formula, creating a scent Penot described as “a little deeper and more comfortable”, and launched in 2011. He too had been wearing the fragrance and getting compliments, but had not been able to convince the owners to launch the perfume. They reached out to Frank Voelkl, the perfumer who had created the original sandalwood fragrance as well as the candle. Penot and Roschi realized they needed a personal fragrance to go with the candle, but by that point had taken a stance that fragrances for people and for rooms should be approached differently. Finally, Penot was in a bar and noticed someone smelling terrific-when queried, it turned out the man was wearing none other than Santal 26. ĭuring the first year, Le Labo created a room spray that matched the candle, but despite pleas from Jane Larkworthy, the beauty editor who had been so enamored with the candle, they did not create a wearable fragrance for four years. Penot estimates the candle represented 70% of their turnover in the first few years of the business. But eventually hotel guests began asking to purchase the candle, leaving Le Labo scrambling to restock. Even the candle did not initially sell well, and they unloaded their stock onto one interested hotel-the Gramercy Park Hotel-and gave the rest as a wedding gift to a beauty editor who had written a favorable piece about their launch and loved the candle. They considered having a sandalwood fragrance but did not think the proposed version was one of the strongest perfumes in the line and had it made into a candle instead. When Le Labo launched its original collection in 2006, owners Fabrice Penot and Eddie Roschi, formerly of L'Oréal, included ten fragrances and one sandalwood candle called Santal 26. This development drew some disappointment from wearers who had prized its exclusivity. Santal 33 quickly gained cult status, then grew into broad popularity, especially after Le Labo sold to Estée Lauder Companies and their fragrances went into much wider distribution. By 2010 Penot and Roschi acceded to popular demand and asked Voelkl to develop a modified version as a personal perfume, Santal 33, which launched in 2011. It was initially proposed as a personal fragrance by perfumer Frank Voelkl, but Le Labo owners Fabrice Penot and Eddie Roschi cut it from the perfume line for their 2006 launch and asked Voelkl to develop a candle and then a room spray instead, called Santal 26. Santal 33 is a 2011 sandalwood perfume by niche perfume line Le Labo.
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