Initio Parfums Privès Beauty

Dare to get lost in our collection of Initio parfums. The brand, launched in 2015, takes its name from the Latin word meaning "origin" – a reference to the power a sensuous fragrance has to ignite our instinctive passions. Artistic Director Sonia keeps her surname a secret, adding a layer of mystery to this intriguing purveyor of bold aromas. What do we know? The team works with some of the world's leading experts, such as Constantin Gueros and Alexandra Kosinski to create rich and heady spritzes that speak for themselves.

The Initio range is divided into three distinct collections: The Absolutes, centred around natural ingredients like deep coffee and sweet vanilla. Then there are The Magnetic Blends, which make use of some of the industry's most tantalising synthetic scents. Finally explore Carnal Blends, a mix of aromas like saffron and patchouli for an intoxicating effect. You'll recognise each collection from the colour combinations of the angular bottles – with the brand's intricate swirling logo standing out in a metallic finish.

Choose your flaçon of Initio at Selfridges and dab onto your pulse points. Your body's natural heat will diffuse the scent as you move for all-day freshness. You'll only need a dash – trust us, it's potent perfume.

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