Guizio Started With $400 in T-Shirts. Now It Smells Like Praline.

In 2014, Danielle Guizio had about $400 she'd saved working retail, her childhood basement in New Jersey and a friend at Nylon telling her to start a brand. They built the website that same night. The first products were graphic T-shirts from a print shop in her town, and the first jolt of fame came when Kylie Jenner wore a piece from that debut collection, which is how careers started in 2014.

Twelve years on, the basement is an origin story and the label has corsets, structured suiting, bags, shoes and real stores: a SoHo flagship, a shop at Aventura Mall in Florida and, since July, a 3,200-square-foot flagship on Melrose Avenue in Los Angeles, its biggest yet. Bella Hadid wears it. So does Olivia Rodrigo. The T-shirts did their job.

So, a perfume.

Heaven Knows is Guizio's first fragrance, $104 on the brand's site since Nov. 12. The brand calls it a warm floral gourmand, built with pear and black currant on top, jasmine and orange blossom in the heart and tonka bean, praline and patchouli underneath. Hypebae reports that Guizio worked through many versions before signing off, and in the launch release she says she wanted to bottle "that feeling of romance and inevitability."

We haven't worn it yet, so read the notes as the brand's own description, and we'll report back once a bottle gets near our wrists. On paper, the pairing to watch is pear and patchouli: something crisp at the start, something a little dusty at the end, which is how a good night out goes. The praline is there for anyone who wants to smell like dessert at 1 a.m. No judgment. Some of us are that person.

Fashion labels have been bottling their moods all season, from Heaven Mayhem hanging Ouai's perfume around your neck to Bella Hadid turning a cashmere sweater into a skin scent. Guizio's logic is tidy. Her clothes are made for going out, and perfume is the first thing you put on before you leave.

Shop: Guizio