Joya Studio Foxglove Goes After The Universal Scent of New York City (2014) {New Perfume} - The Scented Salamander: Perfume & Beauty Blog & Webzine

by Ryan Salinetti

Mention: "Joya Studio launched their newest perfume in two years. It's baptized Foxglove after a little-known historic fact about the botany of New York City in the 19th century...

Brand founder Frederick Bouchardy was interested in the past of Central Park near which he was brought up.

He found out that the plant Foxglove (digitalis purpurea) - which is actually very poisonous; its digitaline component was a famous poison - used to be a much more common sight at that time. It is also odorless which serves as a symbolic point for making it the perfect white canvas onto which to project your own fantasy of the ultimate NYC scent, he told The New York Times..."—By Chantal-Hélène Wagner