In Indie Perfume Brand Spotlight, we question different brands to find out more about their brand and the people behind it. This time we interrogate Corey Newcombe from Criminal Elements.
About you
How did you get into the perfume industry?
By accident; through a friend… we teamed up to start the business.
What was the first perfume you ever purchased?
Black Magic by Sebastiane – I still have the bottle
What is your favourite meal?
Okonomiyaki (Japanese savoury pancakes)
Where is your favourite place?
Beulah, Victoria; loved the small town rural lifestyle
Do you have an interesting party trick or any hidden talents?
I generate a LOT of static electricity; I can zap myself on almost anything
Who would play you in a film of your life?
Dan Stephens… Channelling his inner Professor Farnsworth
About your Brand
Describe your brand in one sentence.
A quirky exploration of the innermost workings of its creator’s mind.
Where does the name of your brand come from?
Initially when I started the business a lot of the townsfolk where I lived thought I was cooking meth. This was just after Breaking Bad was a success. I dabbled briefly in teaching chemistry, and lived in an RV on the edge of the desert… Can’t really blame them. So I named it Criminal Elements to keep the folk at the post office guessing.
Who are your perfumes for?
Myself, mainly. I generally dislike most fragrances, so have created my own little world around that. It’s a bonus if other people like them too.
Tell us about your latest perfume.
Wicked Mistress; it’s a bold extrait that embodies femininity and sensuality… Notes of strawberry, lychee, rose, patchouli and vanilla. Lasts for ages, and makes you smell like a Turkish delight.
If someone wanted to try your fragrances, which one would you recommend they try first and why?
I’d start with Fall; that is the one I most love and cherish… It’s everything that I like rolled into the one magical elixir.
What challenges do you want to overcome for your brand?
Where do I even start?! Thankfully I think I’ve got the basics down, but it would be nice to have some decent networks in place so people can get their hands on a bottle no matter which country they’re in.
What is unique about your brand?
It’s hard to be unique in a world with eight billion people, but so far I heard I’m the only perfumery with a business name that is banned in mainland China (can’t use the term ‘Criminal’ apparently; who knew?!)
Find out more about Criminal Elements on their website.
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