Rehab by Initio Parfums Prives is a Woody Aromatic fragrance for women and men. Rehab was launched in 2018. Top notes are Lavender and Bergamot; middle notes are Cedar, Vetiver and Patchouli; base notes are Sandalwood, Musk and Guaiac Wood.

‘Initio’ is a Latin word, so we’re told, with two meanings: ‘the origin’, and ‘initiation’ – and this renegade new perfume house sets out ‘to initiate perfume as an object of power.’ First unveiled in 2015, a cloak of mystery enfolds this French perfume house. Artistic director Sonia (her surname is secret) prefers to talk about the influence of Patrick Suskind’s book ‘Perfume’ – and the power of perfume As she puts it: ‘In the beginning, in ancient Egyptian times, perfume was used for everything except to smell good. It was used to create magic, to attract love, to purify the home, to communicate with the gods, to cure and to cleanse the body. Even up until today, in some countries, you have that culture of perfumes being used to clean and purify – in Morocco, Algeria and Tunisia, for example. Even in the Middle East, where they know perfume better than anyone, perfume is still used as an object of power.’ Initio Parfums seeks to share the animalic potency and perfume’s role as an ‘invisible pheromonal force’ – but it does so via very beautiful fragrances, working with leading perfumers, including Constantin Gueros, Alexandra Kosinski, and the legendary Alberto Morillas and Maurice Roucel.

Top Note: Lavender and Bergamot

Middle Note: Cedar, Vetiver and Patchouli

Bottom Note: Sandalwood, Musk and Guaiac Wood

Classification: Niche

Family Name: Woody Aromatic