Our sense of smell is closely linked with memory. Instagram helps us remember things, too, but it doesn’t smell like anything yet. So let’s fix that, yeah?


Le Labo customers are encouraged to participate via product packaging.

User posts are tagged with one of eighteen Le Labo fragrances (#santal33, #baie19, etc), and can be picked up by official Le Labo accounts.

Selected posts are “committed to memory” in the fragrance’s corresponding annual book.

Collectible, hardcover, scent-infused books are published for all 18 fragrances every year.