Welcome to the perfume room. My scent of the day today is a recent new obsession, and it just so happens to be a scent from today's guest. I am wearing prum or pan or atoa,

and I got to give credit where credit is due.

This was fully a visiting Alayton at Bergdorf's discovery.

I had popped in a few weeks ago and asked Alayton what was exciting him,

and he took me straight to the prum or pan counter.

Lots of burns talk about sustainability,

but prum or pan is really about sustainability.

In fact, sustainability has been painstakingly considered in every single aspect and detail of the development of this brand from the outermost packaging down to the juice.

The bottles come in cork packaging.

The cap on the bottles is made from a biodegradable monomaterial. The paint on the

bottles is derived from algae, and the glass bottle itself, though fully custom, is made from sand and undyed

recycled glass. And then there are the materials. The ingredients in the perfume are also all fully

biodegradable, either locally sourced naturals or green

chemistry synthetics. This strict criteria has meant that despite being created by a major oil

house with over 10,000 ingredients to choose from, the broom or pond palette includes only 50.

Yes, you heard that right, only 50 materials. And yet, none of this comes

at the expense of the quality of the fragrance. In fact, quite the opposite. It proves that

sometimes the tightest restrictions can yield the greatest creativity. The launch collection feels

olfactively very singular to anything else on the

market and within the brand to one another. I know I sound like I'm doing an ad for Pruma Pahn

and I'm not. I was just so genuinely impressed and I want you to know why. Anyway, back to my

son of the day, or a toa, which, if I remember correctly, was also

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