Simon Doonan took a whiff off Le Labo's Santal 33, which Penot's in-store perfume mixologist, Marcus, created before our eyes. Each bottle takes five to seven minutes to create. "There is fast food and slow food," Penot explained. "We are kind of the slow perfume. If you are in a rush, and you want a perfume right away usually Le Labo is not the right place for you. It takes a few minutes. Santal 33 is only our second launch in the last five years. That shows how much we care for the opportunity to really finalize and perfect before we launch them. To give you an example, a traditional brand will launch three perfumes a year."