How Le Labo Took the Fragrance Industry by Storm, After Starting With Nothing

Simple packaging, no marketing and millions of fans

On a recent afternoon in the Le Labo boutique on 29th Street in Manhattan, a well-dressed professional woman sought out the sales associate and wasted no time getting to her point. She was visiting from California, she said, and wanted to buy the scent (Tubereuse 40) sold only in New York. "We don't have that in L.A.," she said, sounding a bit pouty. Fortunately for the woman, it was nothing that $175 for 1.7 fluid ounces couldn't fix, and she left happy.