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Meet Gwyneth Paltrow’s perfume guru

Douglas Little was ready for a change. After founding (and selling) his high-end scented candle brand, D.L. & Co., the creative director-turned-perfumer had grown tired of the fragrance industry’s copycat scents and synthetic ingredients. So he decided to go back to nature, as it were. In 2015, he founded Heretic Parfums, launching a collection of all-natural, unisex eaux de parfum. It was a disaster. “I really trusted that I had great taste and everyone would love what I did, and it just didn’t work,” Little tells Alexa. Customers were confused by the “mysterious” names he chose and the “complex” scents he crafted. But mostly, they were confused by natural perfumes. When people hear “natural fragrance,” says Litt ...