Our Story
Hi, I’m Gracie. For years, I felt self-conscious about how I smelt. Even after showering and putting on perfume, one sweaty commute could leave me feeling anything but fresh.
Once I realised how much our clothes shape the way we smell, I spent 12 months creating Eau de Linen: a fine fragrance for clothing that neutralises unwanted odours at the source, without feeling like a cleaning product.
Gracie x
How we got here...
feb 25
The Underground
I noticed it on the London Underground first: my clothes holding every smell around me. I spent the rest of the day wondering how I smelt.
MAR 25
The Problem
Clothing plays a huge role in how we smell, yet the only options were skin perfumes or fabric refreshers that felt like cleaning products.
APR 25
Development
I had an idea for a dry shampoo for clothes. So I worked with chemists to develop something that actually neutralised odours (not just masked them).
Jul 25
Fragrance
Alongside perfumers in Paris, I developed Santal Rêverie, a woody fine fragrance made specifically for clothing.
Sep 25
Testing
Over six months, I tested and refined the formula to balance effective odour neutralisation with the right fragrance strength and finish.
Feb 26
Reviews
After launching in early 2026, the product took off, earning reviews and even a spot on podcasts.
Apr 26
Marathon
Clothes shape how we smell, yet premium fragrance ignores them entirely. The gap between fine fragrance and the cleaning aisle was wide open.
JUL 26
Growing Lavare
What began as a side hustle soon grew into my full-time job.
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What we believe
Smelling as good as you look
Fragrance first
High quality fine fragrance.
Science always
Odour eliminated at a molecular level, not masked.
Made for clothing
Designed for what you wear.