D.S. & Durga is trying something sweeter with its latest fragrance, but it has not gone all-in on dessert.
The brand has teased Ain’t That Sweet on Instagram, describing it as a new gourmand fragrance arriving on August 25. The idea is to make something rich and sweet that could still appeal to people who normally steer clear of sugary scents.
It opens with myrrh and Sri Lankan cinnamon before moving into date, praline and lily at the heart. Condensed milk, bourbon vanilla and nutmeg make up the base, giving the fragrance its warmer, creamier side without making sweetness the only thing going on.
Perfumer and co-founder David Seth Moltz told Hypebeast that he balanced the date-cake inspiration with musk, patchouli and real vanilla absolute. That keeps the fragrance rich without pushing it too far into sugary territory, especially for people who usually avoid traditional gourmands.
Ain’t That Sweet also comes with a nostalgic story rooted in young romance and early-2000s New York. Its inspiration includes handwritten notes, late nights in the city and the image of date cake and golden milk waiting on the kitchen counter.
Music also plays into the launch, reflecting Moltz’s background before he became a perfumer. He created an original “party soul” track for the campaign, while Kavi Moltz refreshed the packaging with the brand’s peach-concrete colour and a sturdier keepsake-style box.
Ain’t That Sweet launches through D.S. & Durga and selected retailers on August 25. The 50ml bottle costs $225, with the 100ml version priced at $300.
For anyone curious about gourmand fragrances but put off by anything that smells too much like dessert, Ain’t That Sweet is D.S. & Durga’s attempt to find a richer middle ground.