OUR ROOTS
S-Perfume® (2000-2022)
2000 In Brooklyn, New York, a surfboard shaper turned sculptor created S-perfume® that promptly became a leading cutting-edge creative brand in the fragrance world.
2008 In Perfumes: The Guide, Luca Turin and Tania Sanchez designated two of the three fragrances produced by S-perfume® as five-star masterpieces (list of masterpieces).
2014 The collection received a full makeover with six unmistakable perfumes created by highly distinguished perfumers.
2022 S-perfume® was discontinued. The legacy now continues with WWDIS.
A LAB ON FIRE® (2011-2018)
With the spirit of experimentation and freedom as our guiding force for over twenty-four years, our fragrances have grown and changed through time and space.
In our second decade of existence, our customers knew us under the banner A Lab on Fire®. Debuting in April 2011 at the Parisian concept store, Colette (1997-2017), each fragrance sold in-store was made and designed exclusively for this iconic shop.
After three years of creating scents just for Colette where each bottle was made one by one, we expanded into other stores in Europe and other countries.
WHAT WE DO IS SECRET® (Since 2021)
Over time, we felt stretched thin and longed for the free-spirited days of wild experimentation—crafting scents that could captivate everyone, or no one at all.
So we headed west to begin again, sending fragrances, both old and new, straight from our hands to yours—just like the old days. This is where we belong.
To mark this renewed freedom, we launched WHAT WE DO IS SECRET® in the United States, giving us full autonomy to release exclusive packaging and new creations from the lab.
After rapid growth through the pandemic, WHAT WE DO IS SECRET® is now preparing to relocate from America to Paris in 2026.
