Fragrance Experts Dawn and Samantha Goldworm, founders of 12.29
Just as excited about the new idea, I asked the sisters to talk about their creative process, their everyday lives, and favorite places in the city.
12.29 has tapped into the incredible power of smell. Founded by two sisters, Dawn and Samantha, this scent branding company is the first to customize fragrances for all different luxury brands throughout the world, creating a scent unique to each one of them. The addition of a 12.29 scent adds an intangible and invaluable element to any customer experience.
While A Vivid and Wild Beauty captures flowers, freshly turned earth and crunchy vegetal green all in one, A Dark Affair includes a combo of incense, sticky amber, smoked woods and musk. This new bout of genius has caught the attention of fashion designers everywhere looking to add that extra “oomph” to their runway environment. Some of their work includes scenting the Valentino couture event in Rome, in addition to runway shows for Rodarte, Prabal Gurung, and more.
Its mentions in publications like The New York Times, Vogue, Allure, L’Officiel, and Elle are only testaments to the power of smell, and the sheer brilliance of this innovation. Just as excited about the new idea, I asked the sisters to talk about their creative process, their everyday lives, and favorite places in the city.
The student in me desired to understand how scent and emotion interact in our brain and the dreamer in me fantasized about creating new memories with scent. This was the conception of 12.29.
Starting your business…
Dawn: When I was still a fragrance designer at Coty, my passion and love for perfumery drove me to explore additional ways that scent could be used, outside of the traditional fragrance applications, in our everyday lives. The student in me desired to understand how scent and emotion interact in our brain and the dreamer in me fantasized about creating new memories with scent. This was the conception of 12.29.
Samantha: Dawn’s Olfactive Branding concept and her passion for the idea inspired me to start the business with her. Working with marketing teams for over 10 years, I realized that Dawn’s scent identities could help brands differentiate themselves in an innovative, unique way.
Dawn: Travel. Meditate. Repeat. To keep my mind open to new ideas and inspirations, I travel as often as I am able. And in order for me to accept these new ideas and inspirations without judgment and preconceived interpretations, I meditate everyday.
Samantha: I am the odd person that actually likes watching commercials. I love seeing what other brands are up to…whether that is watching advertisements, talking to people starting businesses or reading blogs.
What scents inspire you…
Dawn: The scents of new emotions inspire me. The smell of new life, of spring, of travel, of lovers … natural smells that we did not create, nor can we recreate.
Samantha: The scents that Dawn creates always inspire me. Her scents are signature smells with a dynamic contrast…like a beautiful big white floral on top with dark oud and orientals on the bottom.
Paris: Le Castiglione. People watching on the outdoor terrace is some of the best in Paris, especially during Fashion Week.
Favorite afternoon café…
Dawn: My cities are New York and Paris. New York: Eataly. Their coffee is the best outside of Italy. Paris: Le Castiglione. People watching on the outdoor terrace is some of the best in Paris, especially during Fashion Week.
Samantha: I lived in Gramercy for many years and enjoyed spending time at 71 Irving. Recently I find myself heading to The Telegraph Café in Chelsea. During the workday, it’s near our office and has three different types if chai!
A night on the town…
Dawn: New York: An art or store opening followed by an intimate dinner of friends. Paris: A dinner party at home.
Samantha: With work and travel, nights on the town are few and far between these days. However, my go to spot is ABC Cocina. Yummy margaritas, guacamole and fish tacos.
Special smells you love in the city…
Dawn: New York: Tar, cement, gasoline, nuts, horses in/ around Central Park, pizza. Paris: Petrol, cheese, croissants, classic French perfumes on classic French women walking by.
Samantha: I used to walk by Maison Kaiser early in the morning, while walking my puppy. The smell of fresh bread is intoxicating. Now the church I walk by on 20th and 9th, on my way to work, makes me take a deep breath…it smells like new life… green, mossy and fresh.
We cannot wear perfume while we work, as we are often evaluating scent on our skin or in the air. At night and on the weekend, I wear a 12.9 amber perfume that Dawn created. It’s warm, fresh and sexy…
Morning beauty routine…
Dawn: First, I cleanse with Bioderma Crealine H20 cleanser with Clé de Peau cotton squares. Then I use Clé de Peau Clarifying Serum, Clé de Peau moisturizer with SPF, Amore Pacific eye cream, and a light application of Clé de Peau Foundation. I prime my lashes with Lancome Cils Booster XL and then use Marc Jacobs Blacquer Omega Lash Mascara. I normally do not wear any other make up unless we have a photo-shoot or event.
Samantha: My puppy loves to lick my face, especially in the morning, so I try to wash with the Murad scrub everyday, followed by Moisture Bound Amore Pacific eye cream and face gel, and the 3 Lab tinted moisturizer. I wear mascara everyday, a Lancôme primer followed by Oscillation. Rosebud Salve is a must in the morning and throughout the day, especially as a base if I decide to wear lipstick.
Dawn: My perfect outfit is a silk, very voluptuous Thakoon jumpsuit (moves and looks like a floor length dress) with a long Rick Owens cardigan, platform booties from YSL, Kiki de Montparnasse lingerie and no bag. Romantic, simple, comfortable, and very feminine.
Samantha: My best outfit during the week is a leather skirt, a borrowed crisp white suit shirt from my fiancé, 4″ pumps and red MAC lipstick. On the weekend, I wear my new Ricardo Tisci Nike’s, jeans and a Live The Process t-shirt.
Your everyday personal perfume…
Dawn: I am unable to wear perfume when I work, thus I cannot wear it everyday. However, on the weekends, I currently wear a perfume that I am designing… very sensual, textural, fluffy, soft and addictive.
Samantha: We cannot wear perfume while we work, as we are often evaluating scent on our skin or in the air. At night and on the weekend, I wear a 12.9 amber perfume that Dawn created. It’s warm, fresh and sexy…
Favorite makeup products…
Dawn: Claudio Riaz brow shadow and contouring palette. I also love the original Louboutin Rouge lipstick and nail lacquer.
Samantha: I live by Lancôme mascaras. Layering Oscillation and Definicils you’re your lashes length and fullness. MAC matte lipstick is the best. I exfoliate my lips once a week. Then when I apply Rosebud Salve underneath the MAC matte lipstick, it can last all day, through multiple meals with little touch up.
The best scented skincare products…
Dawn: Amore Pacific. They are scented with a soft, creamy, slightly oriental, fresh musk.
Samantha: My skin is sensitive and I cannot wear scented products when I work so I typically steer clear of scented skincare. However I indulge at home with Hermes liquid soap, Eau de mandarine ambree.
A good book or magazine…
Dawn: I always keep a few books on my nightstand so I can choose one depending on my mood when I am getting into bed. I also occasionally have my laptop, a byproduct of being an entrepreneur. Samantha: I am currently reading A Buddha Walks into a Bar, by Lodro Rinzler. Lodro and my friend Ellie just opened MNDFL Meditation downtown. It’s a very special place. My friend Kat also just gave me The Book of Qualities. It’s enlightening in the most endearing way.
Dawn: Amore Pacific Moisture Bound Rejuvenating Serum and Creme.
Samantha: The Amore Pacific Moisture Bound Sleep Recovery Masque. It’s genius.
A delicate bedroom fragrance…
Dawn: I prefer my sheets to smell of roses from the South of France so I can dream in scent.
Samantha: I burn the 12.29 A Dark Affair candle….incense, amber, smoked woods and musk.