“The way Baccarat Rouge 540 smells and how people respond to it is very unique. It happens a few times in a perfumer’s lifetime,” says perfumer Francis Kurkdjian
Photo-Illustration: by The Cut; Photos: Retailer, Getty Images The smell of Baccarat Rouge 540 has been described as “money” and “swimming in Scrooge McDuck’s vault” by people on TikTok. Christina Najjar, known on TikTok for creating “rich-mom starter packs” — a list of items favored by mothers in fancy subcultures — calls it “rich mom–approved.” Erica Page Adams, known on TikTok as @letstalkperfume, said, “POV: You ask the hot girl what perfume she is wearing,” flashing to a photo of it.
When the hotel opened in 2015, the scent was a limited-edition launch in 250 numbered crystal bottles. It was immediately so well liked that perfumer Francis Kurkdjian — also behind perfumes like Le Male for Jean Paul Gaultier and Narciso Rodriguez — included it in his permanent collection. “I knew it was good because whenever I wore it, I got so many positive comments,” he said.
So what makes this perfume unique? For one, the composition. Two of the ingredients are polarizing and can be seen as direct opposites of the perfume taste spectrum. Veltol, also known as ethyl maltol, is known for being sugary sweet, most popularly smelled in Mugler’s 2000 hit, Angel. Kurkdjian likens it to smelling like “candied strawberries.
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