What We Do Is Secret
About
What We Do Is Secret® is an American indie fragrance company founded in 2000, evolving from S-perfume® and A Lab on Fire® to embrace a spirit of experimentation and creative freedom in scent-making.
Fragrances
Effortless, intoxicating, and rebellious, evoking the cool, artistic, and slightly mysterious atmosphere of an urban night, inspired by the Santa Ana winds and the search for a big break in the city of angels.
Calm, fresh, and transparent, evoking a sense of stillness and clarity like light on water.
Gorgeous, chic, powerful, luxurious, and warm, evoking a sense of sovereignty and delicate richness.
A serene and natural scent that evokes the diverse landscapes of California, from coastal sage to cedar forests, with a hint of ethereal lightness.
A joyful, carefree, and warm essence, evoking nostalgic summer days filled with sunshine, freedom, and comforting sweetness.
2019
Vintage, sexy
Soulful, natural, and introspective, evoking a deep connection with nature, particularly wet woods and the sea.
A light, carefree, and joyful scent, evoking a nostalgic summer day filled with laughter and sunshine.
2024
A sublime, unassuming, and enigmatic scent with a deep, unique, contemporary, self-confident, and minimalist allure.
Dreamy, ethereal, romantic, and sensual.
Modern, sensual, warm, and intimate, evoking the feeling of waking up in sunlight with lingering warmth and a relaxed, post-sleep sensuality.
A sophisticated, comforting, and modern woody scent with a velvety, silky white wood effect.
Mysterious, intimate, and unique, designed to be a personal signature that is not detectable by everyone, creating an exclusive and intriguing aura.
An exhilarating and comforting scent that blends vibrant citrus and cola notes with sweet macaron and warm amber, evoking a sophisticated yet playful essence of Los Angeles seen through Parisian eyes.
A powerful, resilient, and alluring fragrance that embodies fearless femininity and boundless strength.
A unique, comforting, and gourmand floral scent with a distinctive character.
A rich, warm, and opulent floral scent with a deep resinous and balsamic character, evoking a sense of mystery and sophistication.
Mystic, exotic
Minimal musk
A modern, elegant, and sophisticated leather-animalic-metal fragrance with a unique 'space leather' style.
Classic, fresh, reminiscent of stolen moments on a perfect beach.
Intimate, warm, and sensual, with a mysterious and understated elegance. It evokes a feeling of shared secrets and lingering closeness.
