Fashion Magazine February 2016


Fashion Magazine February 2016

Back in 2013, Kim Newport-Mimran discovered Leaves of Tree deodorant in a Palm Beach yoga store. The Pink Tartan designer was so impressed by the natural formula’s effectiveness—”It’s the only one that has every truly worked for Joe and myself,” she says—that she immediately began carrying it in her Yorkville boutique. Between her endorsement and many others, it’s little wonder the sleek silver aluminum tube is the best-selling product in the Toronto-based brand’s line. “People buy multiples at a time,” says founder Roohi Qureshi.

The hero-product was originally only available in two scents (eucalyptus mint, lavender tangerine), until Qureshi collaborated with Newport-Mimran to create a third called Boisé by KNM. The two met and mixed the fragrance together, with Newport-Mimran vying for patchouli and Qureshi suggesting oud. Both made it in to the final version, as well as sandalwood, sweet orange and petitgrain (leaf of bitter orange tree). Besides being woody and fresh, the oils contribute to the efficacy of the product. They also bumped the price up slightly to $24. “That’s simply because the essential oils, especially the sandalwood and oud, are super duper expensive,” explains Qureshi. Consider your pits lucky.

Read the full article here.