Good Earth's Anita Lal collaborates with French fragrance experts to launch perfume brand LilaNur

By

Isabelle Crossley

Published
Jul 25, 2022

Good Earth founder Anita Lal has founded fragrance brand LilaNur Parfums in collaboration with Paul Austin. The new brand has made its retail debuts in London, UK, New York, US, and online. 

Mixing Indian and French knowledge, LilaNur Parfums has launched as an international luxury fragrance brand, Good Earth announced on Facebook. The brand launched with seven eau de parfums and three ‘Attar Absolu’, which is a traditional form of intensely strong and long lasting perfume. 
 
The brand has launched its complete selection of fragrances at luxury department store Harrods in London, UK. The brand has also launched across the Atlantic at department store Bergdorf Goodman in New York, US as well as on its new dedicated e-commerce store. 

“Through their travels they gathered insights into Indian and French scenting traditions and formed a deep relationship with Raja Palanswamy and Vasanth Venketaswamy, the owners of Jasmine C.E., India’s largest source of floral absolutes,” Good Earth announced on Facebook, chronicling Anita Lal and Paul Austin’s travels across India. “Along with Jasmine C.E., Firmenich and four highly talented and passionate French perfumers, Paul and Anita Lal have created and launched LilaNur Parfums, India’s first niche perfumery brand.”
 
In line with Good Earth’s focus on sustainability, floral absolutes are macerated for over 100 days with traceable, sustainably-sourced natural sandalwood oil to create the perfumes.​ The perfume bottles have also been designed to resemble traditional decorative fragrance bottles.