LoveShackFancy collaborated with the dating platform to launch its new perfume, Secret Crush. Melanie Bender, Rhode’s former chief executive, Youth to the People’s Joe Cloyes and Greg Gonzalez and Milk Makeup’s Mazdack Rassi have entered the red-hot fragrance category with their debut Lore.
Its Key Characteristics are as follows:
- Lore, a new fragrance brand founded by Melanie Bender (formerly of Rhode, Versed, and Merit), Joe Cloyes and Greg Gonzalez (founders of Youth To The People), and Mazdack Rassi (co-founder of Milk Makeup), launched online on September 2, 2025. The brand is set to debut in Sephora stores on September 15, 2025.
- Lore's offerings include four scents—Sublimity, Somewhere but Nowhere, Disfruta, and Lovely and a little twisted, each priced at USD 88 for a 50 ml bottle. The fragrances are housed in design-forward flacons inspired by French glassblower André Thuret.
- Developed by perfumer Jérôme Epinette, the scents are represented as complex, rich, as well as emotional, emphasizing to evoke personal meaning for each wearer. The aesthetic draws inspiration of Lore from luxury fashion houses like Jacquemus, Miu Miu, Loewe, as well as Telfar, focusing on storytelling and visual appeal. The brand emphasizes inclusivity along with sustainability, with products bearing a commitment to biodiversity.
Lore, which gets its name from the term’s standard definition (handing traditions or knowledge down by individuals) and its slangier connotation (meaning backstory), has a robust roster: Joe Cloyes and Greg Gonzalez, founders of skincare line “Youth To The People”, join as co-founders, and Mazdack Rassi of milk makeup is founding partner.