178. JAKE LEVY & MATT BELANGER ~ How did Stéle Become a Household Name?
Perfume Room17 Kesä 2025

178. JAKE LEVY & MATT BELANGER ~ How did Stéle Become a Household Name?

A lot can happen in a year. Since opening its Williamsburg doors last summer, Stéle has added a second location, dropped 100(!) fragrances in a single day, and moonlights as Nolita's hottest millennial nightclub (stay tuned for pt. 2: the Pacha-to-Stéle Fri night pipeline).

Despite the (well-deserved) buzz, founders Jake Levy and Matt Belanger remain steadfast in their commitment to artisanal, small-batch, offbeat scents.

So how did they do it? What makes a Stéle scent? What were the roses and thorns on the way to the top? And most importantly, what's next? All ahead in this week's ep!

PLUS: A CAN’T-MISS, JUICY ANNOUNCEMENT THAT HAS BEEN A REALLY HARD SECRET TO KEEP!!! (more details coming later this week!!!)

FOLLOW: stelenewyork

SHOP: stele.shop

FULL VIDEO EPISODE: live on Substack this Friday

SMELL CLUB TIX: aromaticherbssmellclub.eventbrite.com

FRAGS MENTIONED:

Atelier Materi Cedre Figalia*, Carl Kling Fig Nuit, Naomi Goodsir Iris Cendre, Clue Perfumery Dandelion Butter, January Scent Project, Clue Perfumery, Oddity, Perfumer H Dandelion, Maison d'Etto, Raconteur, Ormaie, Stora Skuggan, Le PERE par Blaise Mautin, Le Labo Santal 33, Britney Spears, The Raconteur: No Tell Motel, Daintree Rain Tea, Cloud 9 Juice, Killr Vanillr; Arquiste Grove by the Sea, Circle of Lim Lost Generation, Toskovat Inexcusable Evil, Sylhouette Molotov Cocktail, Arquiste Tropical, Tada Paradiso, Pigmentarium: Murmur, Erotikon, Paradiso; Wolf Brothers Wolf, Andrea Maack Muse, Clue Perfumery Dandelion Butter

* = gifted in PR

Jaksot(212)

206. JANA MENARD [Fragrance Vault] ~ What Happens to Your Perfume When You Die?

206. JANA MENARD [Fragrance Vault] ~ What Happens to Your Perfume When You Die?

All perfumes go to heaven. Heaven = the Fragrance Vault in Lake Tahoe. Jana Menard is the owner of Fragrance Vault, a one-of-a-kind perfume store in Lake Tahoe that carries niche, commercial, and incr...

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205. GEORGE TEDDER [IFF PERFUMER] ~ Eau de Toilette (Bowl Cleaner): Scenting the Unsexy.

205. GEORGE TEDDER [IFF PERFUMER] ~ Eau de Toilette (Bowl Cleaner): Scenting the Unsexy.

Perfumes sold in Ace Hardware AND LuckyScent?? Get you a perfumer who can do both.That's George Tedder: an IFF perfumer who specializes in home care. If you've ever wondered who's really scenting your...

17 Maalis 1h 5min

204. BRIAN PARK [COMEDIAN] ~ If He Can Pronounce Loewe, He Smells Like:

204. BRIAN PARK [COMEDIAN] ~ If He Can Pronounce Loewe, He Smells Like:

Comedian, writer, and Accidental PerfumeTok King™ Brian Park is in the Perfume Room today! You likely know him from his viral TikTok series where he satirizes 'taste bros' who use consumerism in lieu ...

10 Maalis 1h 4min

203. MICHAEL EDWARDS [RE-AIR] ~ The Quintessential American Perfumes.

203. MICHAEL EDWARDS [RE-AIR] ~ The Quintessential American Perfumes.

[PERFUME ROOM - RE-SPRITZ - original air date 5/14/24] Today’s episode is a masterclass! Fragrance legend, author, historian, taxonomist and Perfume Room fan-favorite Michael Edwards is back (!!), thi...

3 Maalis 1h 2min

202. AUDREY ROBINOVITZ ~ When is a Perfume Actually Undupable?

202. AUDREY ROBINOVITZ ~ When is a Perfume Actually Undupable?

Audrey Robinovitz is a fragrance writer, critic, Diptyque shop girl, and honestly, a perfume obsessive who matches my freak.Today we chat about everything from the difference between Olivier Pescheux'...

24 Helmi 1h 4min

201. BRUME ORPIN ~ The New [incredible] Perfume Brand with a 50-Ingredient Palette!

201. BRUME ORPIN ~ The New [incredible] Perfume Brand with a 50-Ingredient Palette!

Launched in 2024, BRUME ORPIN is a niche fragrance brand putting sustainability at the forefront of EVERYTHING they create. Every aspect of the perfume, from the outermost packaging down the juice has...

17 Helmi 54min

200! SMELLS LIKE LOVE ~ the live recording (finally)!

200! SMELLS LIKE LOVE ~ the live recording (finally)!

HAPPY 200 TO US! Almost one whole year later, enjoy this truncated live recording of the magic that is: SMELLS LIKE LOVE ~ the only dating show where the nose does the picking!With special presentatio...

27 Tammi 31min

199. THE BEST OF 2025 EPISODE! (in 1Q26!) (w/ surprise co-host!)

199. THE BEST OF 2025 EPISODE! (in 1Q26!) (w/ surprise co-host!)

MY TOP 20 FAVE LAUNCHES/DISCOVERIES OF 2025!!! with highly requested/repeat award show co-host: my mom, Karen! (Most of these shouldn't surprise you because I have been talking about them all year.)FO...

20 Tammi 53min

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