Bond No. 9 is not just a perfumery; it is a tribute to New York City.
Established 11 years ago, this edgy niche fragrance brand is dedicated to creating artisanal scents that evoke the distinct character of various neighborhoods and streets across New York—from Riverside Drive to Chinatown to Coney Island. The brand’s dual mission is clear: to restore artistry to perfumery and to mark every New York neighborhood with a scent of its own. Each fragrance represents a specific downtown, midtown, or uptown locale, or a city-wide sensibility, with an impassioned client base advising on future creations.
Over the years, Bond No. 9 has carved out a unique niche by capturing the essence of New York City in every bottle. The mastermind behind this innovative brand, Laurice Rahmé, has a vision that goes beyond traditional perfumery. In an exclusive interview with Preview, the brand's founder discusses her journey, the challenges of her craft, and how she manages to distill the spirit of one of the world’s most vibrant cities into an olfactory experience.
Preview Exclusive: Bond No. 9 Founder Laurice Rahme on How They Capture the Essence of New York City in a Fragrance Bottle
What initially drew you to the world of perfumery, and how did your early experiences shape your vision for Bond No. 9?
"Originally, I studied art history in Paris and worked for a well-known antiques dealer. This background of art and authentic heritage informs what we do at Bond No. 9 to this day. After a few years, my passion for beauty and art took me into the heart of the beauty industry: to L’Oreal, and from there, into the world of perfumes working with some of the greatest names in the fragrance universe. In fact, I came to the US with the famous perfume creator Annick Goutal to introduce her brand and creations to the US market. The time I spent working with Annick and learning her passion about perfume creation remains one of my strongest sources of inspiration today."
Bond No. 9 is renowned for creating fragrances that capture the essence of different neighborhoods in New York City. How do you go about translating the unique character of a neighborhood into a scent?
"I have been a New Yorker for over 30 years and get inspired every day by life in this city and its incredible energy. When developing new fragrances, I draw immense inspiration from the vibrant pulse of life in New York City. The city's unparalleled energy serves as a boundless wellspring of creativity. Every day, as I navigate its bustling streets, I'm immersed in an atmosphere filled with diversity, innovation, and constant renewal. The freedom and liberty to take risks and be creative in a city so innovative and always changing is what keeps me inspired every day."
Signature Scent, P17,150 (50ml) - P26,850 (100ml), BOND NO. 9, Rustan's
What has been the most challenging aspect of creating such a diverse range of fragrances, each with its own distinct identity?
"Just like New York City is like no city in the whole world, Bond No. 9 is like no other fragrance brand in the world. Part of what makes Bond No. 9 fragrances so unique are the high-quality ingredients sourced from all over the world. That can often be challenging, but I am determined to give Bond No. 9 collectors unique scents because, just like New York City is, we must be unique!"
Bond No. 9’s mission is to restore artistry to perfumery. How do you balance artistic expression with commercial success in an industry that is often driven by trends and market demands?
"You know, we don’t look much at the market here at Bond No. 9. We have been fortunate that our customers really become collectors and such loyal followers. The most important thing for me and for Bond No. 9 is that I remain unafraid to be different. It is important to be myself, not to follow, [and] not to look at what others are doing but to find the path that is right for me."
Sustainability and ethical practices are becoming increasingly important in the beauty industry. How does Bond No. 9 address these concerns, and what steps are you taking to ensure that your products are both luxurious and environmentally conscious?
"Responsible packaging is a pillar at Bond No. 9, and we strive to offer consumers the option to choose without having to compromise on luxury.? Bond No. 9’s iconic Silhouette Bottle is?100% recyclable and uses 50% recycled cullet during the manufacturing process. We also have three events a year where we encourage our consumers to bring in their [empty perfume bottles] so we may recycle them properly."
Having been a key player in the fragrance industry, how do you perceive the evolution of consumer preferences when it comes to fragrances? What trends do you foresee dominating the market in the next few years?
"Consumers today are much more educated on fragrances due to easy internet and social media access. Consumers are also easily influenced by reviews on social media platforms (TikTok, Instagram, etc.) We are seeing a trend in the younger fragrance demographic purchaser; they are willing to spend their money on luxury fragrances!"
The fragrance industry is highly competitive, with many new brands emerging. What do you believe sets Bond No. 9 apart from other luxury fragrance houses?
"What sets us apart from other luxury fragrance houses is that we are bottling New York City. Something timeless, something that will be here forever. Very early in my career, my mentor Robert Salmon at L’Oreal told me: 'Always focus on creativity, all the rest will follow.' And it is true! If the product is amazing, unique, and created with passion and pride, all the rest will fall into place."
Reflecting on your journey with launching Bond No. 9, what are you most proud of, and is there anything you would have done differently?
"I am most proud of launching Bond No. 9 after the devastation of September 11th, 2001. On September 11, this love affair became a true passion. Those days we all remember. The sense of uncertainty, the scenes like something we could never have imagined. The city didn’t even smell the same. That became the catalyst for me to make New York smell good again—and Bond No. 9 was born!
"I wanted to make the city smell good again and celebrate its courage and creativity by being courageous and creative. It was a big risk of course, but we had no fear, followed our intuition and our desire to be different. We began creating fragrances to celebrate the neighborhoods, the city’s unbreakable spirit, its energy and dynamism. And with this, we created a totally new fragrance category: The Scent of a Place. And to our big surprise and excitement, this launched a whole new category in the fragrance industry! But in the end, I am just an artistic perfume creator at heart who believes that what we do brings a little bit of beauty, hope, and delight into the world."
Is there a particular Bond No. 9 fragrance that holds special meaning to you? If so, why?
"I love them all but right now my favorite is the one I am currently working on for 2025!"
Where to Shop Fragrance Brand Bond No. 9 in the Philippines
Bond No. 9 is available in Rustan’s Makati, Rustan’s Shangri-La, Rustan’s Alabang, and online via Rustans.com and Trunc.ph.
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