Sephora to Debut Perfumer-Centric Brand Anecdotes by Artists

Sephora is expanding its fragrance offering with Anecdotes by Artists, a brand developed by Maesa, the incubator behind Ashley Tisdale's Being Frenshe and mass-market line Fine'ry. The launch is set for Sept. 14 online and at select Sephora stores.

The inaugural collection features three fragrances, each priced at $140, created by Patricia Choux, a perfumer at Mane. Choux, whose past work includes Nest Lychee Rose, Roberto Cavalli Serpentine 2025, and Henry Rose Ripe, drew on her own memories and artistic freedom for the project.

One of the scents, Wild Cousin, reimagines a French baba au rhum cake from Choux's childhood, blending rum-soaked cake and crème Chantilly accords with davana flower and oakwood. The other two fragrances remain undisclosed, but all are said to reflect Choux's personal story.

Dana Steinfeld, Maesa's chief innovation and Blue Sky officer, is stepping into the founder role for the first time with Anecdotes by Artists. She said the brand asked perfumers to create fragrances they always wanted to make and explain why.

Choux described the experience as an opportunity to step forward not just as a perfumer, but as an artist, exploring without boundaries. The brand is expected to release future collections from other perfumers.