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Thread: Hwyl by Aesop

  1. #1
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    Default Hwyl by Aesop

    Now Smell This reports:

    Australian botanical brand Aesop will launch Hwyl, a new unisex fragrance inspired by ancient Japanese forests.

    The passing impression of Hwyl Eau de Parfum’s smoky introduction folds aromatic spices into fresh Thyme Extract. Cypress leads to a warm and woody heart, while the notes of Vetiver Extract, Frankincense and moss effect an earthy sensuality and longevity.

    Hwyl was developed by perfumer Barnabť Fillion.

    Aesop Hwyl will be available in 50 ml Eau de Parfum.


    I went to the Aesop site and it seems that they're offering a link to sign up for a 'preview' of Hwyl - link here.
    "When you become comfortable with uncertainty. infinite possibilities open up in your life"

    -- Eckhart Tolle

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    Default Re: Hwyl by Aesop

    Thanks for the info on this latest release.
    Remember that while it is perfectly acceptable to criticize the content of a post - criticizing the poster is not.
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    Default Re: Hwyl by Aesop

    Sounds interesting. Thanks.
    <div class="bnsotd"><b>Currently wearing:</b> <a href="ID26148387.html"><img src="http://www.basenotes.net/photos/products/33/26148387-7393.jpg"> Carven L'Eau Intense by Carven</a></div>

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    Default Re: Hwyl by Aesop

    Yes I love thyme so this interests me
    "When you become comfortable with uncertainty. infinite possibilities open up in your life"

    -- Eckhart Tolle

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    Default Re: Hwyl by Aesop

    Signed up!

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    Default Re: Hwyl by Aesop

    Thanks for the tip, Mike. I love thyme in frags, too, and from the notes this sounds pretty delicious.

    Hope you've got power back on at home!

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    Default Re: Hwyl by Aesop

    Quote Originally Posted by Cook.bot View Post
    Thanks for the tip, Mike. I love thyme in frags, too, and from the notes this sounds pretty delicious.

    Hope you've got power back on at home!
    Yes! Got it last Friday. Back to 'normal' now. Hopefully Hurricane Maria goes elsewhere
    "When you become comfortable with uncertainty. infinite possibilities open up in your life"

    -- Eckhart Tolle

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    Default Re: Hwyl by Aesop

    I didn't have the chance to smell there discontinued incense perfume, but I hope I will be able to sample at least this one, which really sounds quite interesting. I wonder what kind/type of thyme they may have used... And what kind of cypress, as none of the ones I know smell warm woody, except of Xanthocyparis nootkatensis, which actually is not a cypress (and neither a cedar).
    The synthetic perfume materials are supposed to enhance and support the use of natural raw materials, not to replace them, nor in any way to beat them off the market. The synthetic chemicals present a certain challenge to nature, and the perfumer can assist nature in her fight by utilizing the synthetic materials to the advantage of the natural raw materials. (S. Arctander)
    Currently wearing: Snuff by Elsa Schiaparelli

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    Default Re: Hwyl by Aesop

    A beautiful YouTube video promo for Hwyl



    Anyone else hear back from Aesop about the sample? I didn't.
    "When you become comfortable with uncertainty. infinite possibilities open up in your life"

    -- Eckhart Tolle

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    Default Re: Hwyl by Aesop

    Wearing this now

    Mostly cypress. A light dusting of incense and then a very 'neutered' vetiver note. Not as 'dirty' as I wished for. Still, it has that raw, holistic, 'natural' quality that I like about Aesop (the last release Tacit smelled sort of synthetic to my nose). I like this. It is very faint for an Eau de Parfum, and a bit overpriced ($125). Nonetheless, it smelled great on a sunny, cool, breezy Sunday afternoon outside. I got samples from the very friendly SA and I'll wear it again before I decide if I need this one.

    I'd love to hear other comments about this one.
    "When you become comfortable with uncertainty. infinite possibilities open up in your life"

    -- Eckhart Tolle

  11. #11

    Default Re: Hwyl by Aesop

    Thanks for the info. Aesop has always intrigued me but haven’t had a chance to try them.
    May I ask how’s longevity on this or their other scents in general?
    Currently wearing: Zen for Men by Shiseido

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    Default Re: Hwyl by Aesop

    Quote Originally Posted by Renaissance_Man View Post
    Thanks for the info. Aesop has always intrigued me but haven’t had a chance to try them.
    May I ask how’s longevity on this or their other scents in general?
    Giving it a full wearing today. The samples were those little wet moist towelette things that you tear open and smear all over. So I applied like 3 of them at once so that I could get an idea of the scent.

    Now on skin, the aromachemical elements of it are more apparent. I am pretty sure this has iso-E-super. But, its well blended with a lot of very 'natural' notes so it doesn't bother me (and mind you, I am not terribly bothered by iso-E-super prominent scents). The overall impression is fresh, resinous wood. Aromatics (the thyme is very prominent - which I love). And a neutered vetiver note. Oh and incense.

    It's hard not to think of Scent One: Hinoki by Monacle x CdG, which I used to own a bottle of. The Aesop is less turpenic. Hwyl manages to smell raw and wild (sort of how that brand Juniper Ridge convey in their marketing and aesthetic) but gentle...office friendly...spa-like.

    I am not sure yet if this is something I need a bottle of. Especially at it's price point. I think I would probably wear very little of this, so a decant of this would do me fine.

    Nonetheless, it smells FANTASTIC and it's been on my skin for about 2 hours now and it's still going strong.

    When I spoke to the SA yesterday she mentioned (umprompted) that one of the goals of the perfumer that Aesop has now (Fillion) is that he wants to make their fragrances more radiant and have sillage...whereas the former ones were very quiet and hushed (which I can attest to). Of course, we Basenote members sort of know what that means - the fragrances need some synthetic ingredients to accomplish that. So...whether you think that is a good thing or a bad thing is entirely personal. In the last release from Aesop, I thought it smelled too synthetic...whereas with Hwyl it still manages to smell naturally woody.

    I think some women might struggle with the sheer intensity of a fragrance this woody. However Aesop customers are probably already accustomed to holistic smells in their products...so who knows. Aesop is definitely not marketing it to any gender, that's for sure. I happen to love the new slick marketing they've changed over to. The photography is super modern and the quotes from poets and writers feels very genuine.

    Oh...and it's pronounced Hwwilllll. Sort of like "quill".
    Last edited by mikeperez23; 30th October 2017 at 02:20 PM.
    "When you become comfortable with uncertainty. infinite possibilities open up in your life"

    -- Eckhart Tolle

  13. #13

    Default Re: Hwyl by Aesop

    Perhaps not one to wear on a first date with someone from Wales, as the word 'Hwyl' is used to say 'Goodbye' in spoken Welsh...

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    Default Re: Hwyl by Aesop

    Quote Originally Posted by NickN View Post
    Perhaps not one to wear on a first date with someone from Wales, as the word 'Hwyl' is used to say 'Goodbye' in spoken Welsh...
    Is it - how interesting. Is it pronounced the same way?
    "When you become comfortable with uncertainty. infinite possibilities open up in your life"

    -- Eckhart Tolle

  15. #15

    Default Re: Hwyl by Aesop

    In Welsh it's pronounced as 'Hoo-will' but with a very short 'Hoo' sound. The full expression is "Hwyl fawr" (lit. "all the best") but as so often in spoken language, it gets shortened.
    Last edited by Eau Absolutely; 30th October 2017 at 06:06 PM.

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    Default Re: Hwyl by Aesop

    Quote Originally Posted by NickN View Post
    In Welsh it's pronounced as 'Hoo-will' but with a very short 'Hoo' sound.
    Yes, perhaps that's what Aesop was inspired by then.

    One more thought about the fragrance: If I had to compare it to one fragrance it would be Cade by L'Occitane. Although I feel like the L'Occitane has more of that birch smell and this one is definitely a softer wood with the cypress and the thyme.
    "When you become comfortable with uncertainty. infinite possibilities open up in your life"

    -- Eckhart Tolle

  17. #17
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    Default Re: Hwyl by Aesop

    How did I miss this. Your description sounds pretty much as I imagined from the initial marketing blurb. The promotion video is spot on. Those trees are beautifully straight, which makes for lovely cinematography, but it means thatís a heavily manicured plantation, which sounds just right for this scent. Clean, orderly, and accompanied by the lack of (bio)diversity that is an inevitable result of monoculture. The smell of modern forestry in Japan (and the cause of a major hay fever epidemic) rather than the ancient forests. Despite these put downs, for me thatís just a take down of the marketing BS, and it actually sounds like a scent Iíd really like.

    For what itís worth, Aesopís Kyoto shop is a thing of beauty, and far surpasses any of their stores Iíve seen in Australia.
    Last edited by Darjeeling; 30th October 2017 at 11:18 PM.
    1. No, never blind buy (I do, but do as I say, not as I do. I'm taking no responsibility for your fragrance gambling).
    2. Get them both. You're a Basenoter and you know you're going to end up purchasing them both eventually.
    3. Yes, it has been reformulated.
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    Default Re: Hwyl by Aesop

    Quote Originally Posted by Darjeeling View Post
    ...For what it’s worth, Aesop’s Kyoto shop is a thing of beauty, and far surpasses any of their stores I’ve seen in Australia.
    The Miami store is beautiful. I can only imagine what the flagship stores look like.
    "When you become comfortable with uncertainty. infinite possibilities open up in your life"

    -- Eckhart Tolle

  19. #19

    Default Re: Hwyl by Aesop

    The offer is now closed. However if you email them in their website they will send you samples of not only hwyl but also other products if you specifically request.
    Currently wearing: Gypsy Water by Byredo

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    Default Re: Hwyl by Aesop

    Quote Originally Posted by Hanniballec View Post
    The offer is now closed. However if you email them in their website they will send you samples of not only hwyl but also other products if you specifically request.
    Thanks for that tip!

    I've immensely enjoyed wearing the samples of Hwyl. I think it needs more hype here.
    "When you become comfortable with uncertainty. infinite possibilities open up in your life"

    -- Eckhart Tolle

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    Default Re: Hwyl by Aesop

    I've been wearing the last of my samples and I am sort of hooked on this scent. I am considering a full bottle.

    Anyone else enjoying this one?
    "When you become comfortable with uncertainty. infinite possibilities open up in your life"

    -- Eckhart Tolle

  22. #22

    Default Re: Hwyl by Aesop

    I'm intrigued by this one, Mike, but haven't been able to find a sample anywhere. I looked at their site but they only sell the 50ml bottle, no samples. I will be heading off to Rome tomorrow for the NY, so I will look for an Aesop store there (Dublin definitely doesn't have one).

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    Default Re: Hwyl by Aesop

    Claire I wrote to Aesop from their website and requested samples & they mailed them to me. I also got samples of Tacit & Marrakech.
    "When you become comfortable with uncertainty. infinite possibilities open up in your life"

    -- Eckhart Tolle

  24. #24

    Default Re: Hwyl by Aesop

    Quote Originally Posted by mikeperez23 View Post
    Claire I wrote to Aesop from their website and requested samples & they mailed them to me. I also got samples of Tacit & Marrakech.
    Cool, I will try that then, Mike! Thanks.

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    Default Re: Hwyl by Aesop

    Quote Originally Posted by mikeperez23 View Post
    A beautiful YouTube video promo for Hwyl



    Anyone else hear back from Aesop about the sample? I didn't.
    I wrote to them, and they are sending me samples of all three of their current fragrances. Lovely.
    Currently wearing: Chergui by Serge Lutens

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    Default Re: Hwyl by Aesop

    I signed up for the free sample months ago and never received anything. :-(

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    Default Re: Hwyl by Aesop

    Quote Originally Posted by Starblind View Post
    I signed up for the free sample months ago and never received anything. :-(
    Yes me too. So I just went to their general website Contact Us and told them this and someone emailed me directly and asked me what I wanted samples of and they arrived fast.
    "When you become comfortable with uncertainty. infinite possibilities open up in your life"

    -- Eckhart Tolle

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    Default Re: Hwyl by Aesop

    Quote Originally Posted by mikeperez23 View Post
    Yes me too. So I just went to their general website Contact Us and told them this and someone emailed me directly and asked me what I wanted samples of and they arrived fast.
    A ha! I'll give this a try.

  29. #29
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    Default Re: Hwyl by Aesop

    Quote Originally Posted by mikeperez23 View Post
    Giving it a full wearing today. The samples were those little wet moist towelette things that you tear open and smear all over. So I applied like 3 of them at once so that I could get an idea of the scent.

    Now on skin, the aromachemical elements of it are more apparent. I am pretty sure this has iso-E-super. But, its well blended with a lot of very 'natural' notes so it doesn't bother me (and mind you, I am not terribly bothered by iso-E-super prominent scents). The overall impression is fresh, resinous wood. Aromatics (the thyme is very prominent - which I love). And a neutered vetiver note. Oh and incense.

    It's hard not to think of Scent One: Hinoki by Monacle x CdG, which I used to own a bottle of. The Aesop is less turpenic. Hwyl manages to smell raw and wild (sort of how that brand Juniper Ridge convey in their marketing and aesthetic) but gentle...office friendly...spa-like.

    I am not sure yet if this is something I need a bottle of. Especially at it's price point. I think I would probably wear very little of this, so a decant of this would do me fine.

    Nonetheless, it smells FANTASTIC and it's been on my skin for about 2 hours now and it's still going strong.

    When I spoke to the SA yesterday she mentioned (umprompted) that one of the goals of the perfumer that Aesop has now (Fillion) is that he wants to make their fragrances more radiant and have sillage...whereas the former ones were very quiet and hushed (which I can attest to). Of course, we Basenote members sort of know what that means - the fragrances need some synthetic ingredients to accomplish that. So...whether you think that is a good thing or a bad thing is entirely personal. In the last release from Aesop, I thought it smelled too synthetic...whereas with Hwyl it still manages to smell naturally woody.

    I think some women might struggle with the sheer intensity of a fragrance this woody. However Aesop customers are probably already accustomed to holistic smells in their products...so who knows. Aesop is definitely not marketing it to any gender, that's for sure. I happen to love the new slick marketing they've changed over to. The photography is super modern and the quotes from poets and writers feels very genuine.

    Oh...and it's pronounced Hwwilllll. Sort of like "quill".
    Thanks so very much Mike. As I have some emails from Aesop I will check them and get some samples from them, Hywl seems a no brainier for me though. The other perfumes ( except) tacit I tended to hoard as we both loved them and bought the little roller applicators as well for travelling. When mystra was discontinued I rang the London stores in panic and they managed to get me some from one of the stores in Paris.

    Hope the whole brand doesn’t deviate too much from what Dennis Paphitis envisioned. He was such a perfectionist with his products and once slept for nights under an oat scrub he was trying to bring to the market but scrapped when it didn’t meet his requirements.

    Have you ever subscribed to the monthly newsletter Mike, actually can’t remember when it last dropped in my email box, but the notifications of cultural events and tips with the products were always great. The company seems to be continually generous with samples as this year I went with a girlfriend into the store up from Collette (where Aesop launched in France) and they gave us a ton of samples Was after the haircare products but when they found out we were travelling they filled a bag of little sachets of the different cleansers and creams.

    Marrakech intense does seem very different to the original, and after your discussion with the SA yes we know what that means.

    Thanks again Mike

    sea roses
    "For the wise it is easy to go anywhere. Because the whole world is home to a good soul"....Democritus 470-370BC

  30. #30
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    Default Re: Hwyl by Aesop

    You're welcome searoses. I am going to subscribe to their newsletter now!

    The store here in Miami is gorgeous and the SA and I discussed Basenotes for like an hour before other customers came in & she needed to tend to them.

    I want their mouthwash. I love medicinal mouthwashes (I use Cepacol, the yellow one, that smells/tastes like cinnamon - sort of like how Splash Forte by IUNX smells).
    Last edited by mikeperez23; 5th January 2018 at 12:41 PM.
    "When you become comfortable with uncertainty. infinite possibilities open up in your life"

    -- Eckhart Tolle




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