Since its beginnings in 1988, LA-based Chrome Hearts has been doing things their way, reaching cult status. The independent family-run luxury lifestyle brand, known for exquisite handcrafted leather and silver, has entered the beauty category on their own terms and with their signature edge. The first launches are centered around two unisex bespoke fragrances.
The development of the scents was a family affair with owners Laurie Lynn and Richard Stark, alongside their daughter Jesse Jo, developing the signature fragrances from scratch over a period of seven years. In typical Chrome Hearts fashion, they followed their instincts, refusing to accept the constraints and limitations of the traditional fragrance landscape. They lived with the scents for months at a time to experience how they behaved, how they filled a room, and how they affected their mood and energy.
“The ingredients are paramount but the anatomy of the oil blend is more important in triggering the emotions that we wish to rouse. The power of these scents are very precious to us, in many ways, they are the story of Chrome Hearts and our hope is that they become part of a personal story for our customers. We waited almost three decades to present a fragrance because it’s so intimate—we owed our customers, many now personal friends—the most intriguing, most hypnotic statement we could make through scent,” Laurie Lynn Stark told Selfridges.
The result is +22+ and +33+. Both numbers “were embedded in Richard’s mind and would pop up in lots of different places for him. 33 is often correlated to creativity and self-expression, while 22 was his mother’s favorite number.”
+33+ represents the mysterious rock n’ roll spirit of the brand, layered with notes of spicy citrus and warm leathery notes that whisper almost like a holy ritual.
+22+ delicately balances the scale with a youthful feminine spark. Equally rich with dynamic fresh berry notes combined with jasmine and bergamot grounded by a leathery base.
“For me, the fragrances are a bit exotic but not overwhelming. They flirt with your senses,” Laurie Lynn said to Dazed Digital. “The notes really just bring me back to visiting different places in the world… mornings in an exotic locale, a path in a garden with rare flowers, oils from a church, there is definitely a calming feeling that is evoked from these scents.”
Each scent was applied to a series of products including Eau de Parfum, solid perfume, scented nail polish, incense, and candles. The beauty range is handcrafted in France and packaged in custom crystal and sterling silver components, all intended to be refillable or reusable. Secondary packaging is made with post-consumer recycled paper and soy-based ink. Everything about these products is considered.
Another first for the brand is selling online. Up to now, Chrome Hearts distribution has been old school with product available globally in their 28 boutiques and a limited number of exclusive retailers. The beauty range, however, is available online at Selfridges.
