She’s launched homewares, a successful fashion label, even kidswear – and now Lauren Conrad is trying her hand at fragrance. The former star of MTV’s The Hills has certainly been busy in the years since she left the iconic reality show, but Conrad revealed in a recent interview with Allure that she’d been working on her new fragrance – LOVED By Lauren Conrad – since the start of the pandemic.
“Both the fragrance and beauty spaces are very complicated. It was really just finding the right partner, taking the time to sort of familiarise myself with how fragrances were created, and just have a better understanding of the process,” she said of formulating her new signature scent.
Conrad revealed that the early days of her relationship with now-husband William Tell served as inspiration for the scent, that “could [transport] me back to meeting my husband, falling in love, and starting our family.” The designer describes the fragrance as a “nice balance of masculine and feminine notes” that create a romantic yet unique scent.
“When I first started dating my husband, I was wearing a really floral scent. I would always wear it on our dates and, at the time, his go-to drink was scotch. So it was the combination of those scents, or what reminded me of that time in my life,” she told the publication.
According to Conrad, the top notes are “sparkling grapefruit, white tea, peony petals, and magnolia; mid notes of pink rose, tuberose, and gardenia; and base notes of lily, jasmine sambac, and sheer musks”.
Of course, whenever a celebrity enters the beauty space, there are questions about whether it’s an authentic move or just a cash-grab. However Conrad – who launched Lauren Conrad Beauty in 2020, although the brand no longer appears to be active – maintains that while she understands the sentiment, she was always heavily involved in the fragrance formulation process.
“Personally, I’ve always been really involved in everything, to the point where I’m actually kind of annoying to some of the team members,” she said, adding, “There are some people who create brands and that’s their approach, and there are other people that are a little bit more removed. It’s tricky to lump everybody together.”
While there’s no word as to whether Conrad’s makeup and skincare line will continue, LOVED By Lauren Conrad is officially available to shop for $59 on Scent Beauty.