Here's my take…
Athunis is basically an extremely smoky vetiver and cedarwood bomb. After the initial blast of burnt woods with a boozy quality, the fragrance settles down to a rough and unpolished woody vetiver. Great if you like no-BS type of stuff and campfire smells. Longevity is average (6-8 hrs).
Lush Hellstone is probably the most challenging of the trio and it's loaded with cumin. Feels sweaty and earthy and…weird. *VERY* hit or miss. Longevity is ok.
Private Label is not just vetiver. It's vetiver plus boatloads of earthy patch and an overall leathery vibe. I find this to be quite bombastic and uncompromising but, in the end, still somewhat pretty *traditional*.
I like all of them but if I'd were to pick one, it would be either Private Label or Athunis.