German niche fragrance brand Linari makes luxury room diffusers, candles, soaps and eaux de parfum, each designed to appeal to the discerning user, and stocked in high end department stores such as Harrods. Founder Rainer Diersche talks to Cosmetic News Weekly about his love of fragrance and design.
How did Linari start?I was always interested in perfume – even as a young boy I would give perfume to my mother. When I finished my studies, I worked in two Italian design stores in Munich. One product we had was sticks in a bottle. I liked the product, so in 2001 after I stopped working at the stores I decided to set up my own fragrance business. I looked for suppliers and 11 years ago we launched our first products on the market: three diffusers. The business grew from year to year. We moved on to room fragrances and candles and then in 2008 we started on our eaux de parfum.
How do you go about creating a new fragrance?I never plan a fragrance. When I get an idea, then I bring it to life. My strategy is to work directly with different famous noses. I think about who will be the right person to make the idea I have a reality, then contact them. We don’t talk about pricing. It starts with a certain ingredient, then the perfumers make suggestions which we evaluate.
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