Masque Milano‘s Lost Alice is a lovely, fun, whimsical olfactory escape and comfort scent for a pandemic world where most of these things are in short supply.
Richard Emil Miller, “Woman Reading in A Garden.”
Creatively inspired, original in notes and ideas, and (mostly) successfully achieved, it is one of those fragrances that epitomizes, in my opinion, what niche is supposed to be, the reason why we seek it out over more easily accessible fragrance brands, the reason why we’re willing to pay more money, and the reason why we expect so much more from other brands that claim to be “niche” only to offer the most tired, downtrodden, generic retreads of stale ideas instead. When I write scathingly about the latest rehash of tobacco, vanilla, and amber (or worse still, Ambroxan), when I lament about Serge Lutens’ loss of original ideas and pioneering spirit, it is fragrances like many of those from Masque Milano that come to mind as alternatives where the brand is genuinely making a constant, years-long effort to put something new, interesting, or creative out there. Like Lost Alice.