A “dream of white and gold” is the tagline for White, the latest release from the luxury brand, Puredistance. The company makes one of my favorite fragrances, the glorious M, so I always look forward to their releases. I also appreciate that they don’t release an avalanche of fragrances each year, settling instead on one scent that they work hard to perfect, and I greatly admire the luxuriousness elegance of their packaging. There is just something about Puredistance that I really like, even when one of their fragrances leaves me cold, like their Black.
Source: Puredistance website.
Thankfully, White (or “WHITE” in all-caps as it is officially spelt) isn’t the disappointment of that last scent, though it is no M, or even Opardu with its head-turning opening phase. White is elegantly done, has a gorgeous drydown, clearly uses some very expensive ingredients, and certainly creates the visions of white and gold (or yellow) that were intended. That said, it is also a simple fragrance that is very safe in my opinion and, for much of its opening stage, also excessively commercial in profile as well. Its beauty lies in its drydown, due primarily to the superb quality of the expensive ingredients (real Mysore sandalwood!) that dominate at that point, but the rest of the scent didn’t feel distinctive or special to me. It’s a testament to just how warm, friendly, and nice the people behind Puredistance are that I feel like an utter cad saying that, but I can’t help it.
White was created by Antoine Lie who spent over a year on the scent. At one point, when the outcome didn’t match the vision that Puredistance’s founder, Jan Ewoud Vos had for the scent, everything was scratched and Mr. Lie started all over again. Mr. Vos wanted something pure, sunny, bright and evocative of happiness, and he wouldn’t settle for anything less. The final version is meant to “enhance your mood through intense, but comforting beauty” with “shades of serene white and warm gold” created through “the best and most expensive ingredients in the world.” White will debut at the Milan Esxence show at the end of March, but will be officially released around April 20th. Like its siblings, it is an extrait de parfum, but White exceeds the levels of prior scents by clocking in at a whopping 38% fragrance oil.
