Tale Parfum Bad Lily, image via the brand 

Tale is a perfume house that blends scent and storytelling. But what makes Tale Parfum genuinely special is that the narrative is built into the very architecture of the creative process, a natural extension of the founder’s  storytelling backgrounds. Founded by Chad Hodge, screenwriter, and Diandra Barsalou, creative director and brand storyteller, Tale Parfum reveals its narrative sensibility in every detail, from the enchanting, fairytale-tinged artwork to the sleek minimalist packaging, intriguing SKU names, and perfume descriptors. In fact, the very first thing that caught my eye when I came across their booth at Enhala were the names: Water Me? Fleurt? Rouse? And just like that, after doing my double take, there I was, tumbling happily down the good-smelling rabbit hole.

Chad Hodge and Diandra Barsalou of Tale Parfum holding the Golden Pear™️

Chad brings the know-how of a Hollywood storyteller who shows us that powerful stories live in the tension between what is shown and what is hidden and has somehow managed to bring this hide-and-seek game into olfactory realms. Diandra brings the emotional sensitivity and depth of someone who has spent her career translating abstract ideas into sensory realities, as  she has worked across fashion, editorial, and luxury worlds. Put the two of them together, and what you get is a house that is exquisitely curated and deeply intentional in everything it does. A bit theatrical, a little bit tongue-in cheek, plenty artistic, full on fairytale-ish and just mysterious enough to make you come back for more. Putting their fragrances on your skin feels pretty much like choosing a character from a wardrobe of very colorful, complex, and magnificently misbehaving personalities. And oh, boy, oh boy, do they come with a rich lore and backstory! Needless to say, all this is music to my ears and flowers to my nose for my role-playing-soul.

image via the brand

Water Me (Chad Hodge) does exactly what the name promises: humid, crunchy green sap, soft moss, and lung-opening ozonic notes. So endearing, so disarmingly green and pure, you will forget that somewhere in her not-so-spotless past, she was a carnivorous plant. Rouse (Diandra Barsalou) is a boarding-school-posh pink rose who writes thank-you notes on monogrammed stationery for visiting her country estate and not minding that you have returned home with wild honey and sweet dry hay stuck in your hair. Fleurt (Chad Hodge) is the art gallery girl in the oversized COS black linen and thick rimmed eyeglasses who has read everything, noticed everything, felt everything, and has recently decided that she has had enough of complicated things. So here she is, fully committed to her version of hot-girl-summer-fruity-barbie-edition, on her way to her date with someone who is, bless him, very, very Ken. She smells of peach, pink grapefruit, cotton candy, strawberries, condensed milk, vanilla, almond gelato – a perfectly plated five-star indulgence (zoom in – she carries two philosophy books in her bag, just in case the conversation will not pick up).

Diandra Barsalou of Tale Parfum, photo by Nicoleta

I finally got to smell the Art and Olfaction award-winning Bad Lily, composed by Michael Nordstrand, and it is so fairy-tale-ishly mischievous, fun, flirty, and whimsical that I swooned at the Tale Parfum booth every single day of the fair, sniffing it repeatedly, each time at a complete loss for words for how utterly glorious it is.

You know that exact moment when Alice tumbles through the looking glass and finds herself in a garden that looks perfectly, innocuously beautiful?  Bad Lily lives in that precise, razor-thin liminal space between enchanting and dangerous. It is the garden behind the looking glass. Don’t think Disney versions. This is the Tenniel original, re-illustrated by Harry Clarke – all intricate shadows and inked filled decorations – with some extra fangs and penciled in red eyed drawn to the flowers in the background.

Perfumer Michael Nordstrand, image via the brand  

For a project like this, a perfume designed to inhabit the exact coordinates of enchantment and menace, of fairytale logic and botanical precision, I can’t think of a better choice than Michael Nordstrand. A self-described “method perfumer” Nordstrand was trained at Givaudan, ISIPCA, and the Grasse Institute of Perfumery, while also holding a certification in Medicinal Plants from Cornell University, with a specific focus on aromatic plants used during the Middle Ages – which, when you consider the notes of Bad Lily, feels like the most delightful plot twist.

“BAD LILY came partly from my feeling that muguet had always been cast in perfumery as the shy ingénue: too polite, too pastel. But flowers are never just flowers, really; their world is so complex. I wanted to bring that sort of botanist’s sensibility to the perfume. I loved the idea that these delicate, porcelain blossoms were also poisonous, and I shaped the fragrance around that contradiction: the perfume itself is clear and luminous but laced with dangerous greens and nocturnal flowers. Bad Lily is muguet in its most surreal, vivid expression. I think it’s absolutely wild.”— Michael Nordstrand

Mood Board image via the brand

The perfume opens with a pale, luminous, green clarity, with galbanum adding its sepia colored nostalgia, and violet its wild mysterious delicacy (no demure vintage powders here, this one violet is the mithril-armour-wearing kind that grows between the cracks of ancient steps leading to deeper into the forest). The nettle brings its characteristic sting, the gorgeous aggressive fresheness, the smell of something alive, verdant, bursting with life and plotting (just an intrusive thought, don’t you worry) to to steal some of yours…

In the heart we have the lily of the valley, all pristine, crystalline, heartbreakingly beautiful: the most luminously innocent note in the perfumer’s palette, and here it is surrounded by Devil’s Trumpet and Poisonberry. Devil’s Trumpet (with stage name datura) is one of nature’s most theatrical plants: a night blooming diva – gorgeous, hallucinogenic, deeply toxic, the kind of bloom that appears in fairy tales specifically to warn you not to come close to it. Which is precisely why, of course, you want to… at least to nibble on its petals a little and keep sniffing your fingers after crushing the petals. It adds an a narcotic depth to the lily, a shadow that makes the light around it feel more luminous by contrast.

Tale Parfum Bad Lily, image via the brand

The poisonberry accord weaves in a dark, tart fruitiness, think less of a berry dessert but more woodland floor after rain, and the whole composition begins to feel like a beautifully illustrated page from a particularly unhinged Victorian botanical guide on how to poison your (not so) dear ones. The dry-down is where the forest floor takes over completely: tree moss anchors everything in cool, damp, green-shadowed earthiness; and the plum adds a dark, bruised fruitiness that deepens the mystery. This is a garden that has been growing, untended and magnificent, for centuries, in a forest that doesn’t appear on any map. And I want to move there, asap!

Notes: Alpine Violet, Galbanum, Nettle; Devil’s Trumpet, Lily of the Valley, Poisonberry; Tree Moss, Damson Plum, Patchouli, Musk

Nicoleta Tomsa, Senior Editor

Disclosure: Samples kindly gifted by the brand, as always, opinions are my own.

Tale Parfum Bad Lily bottle and discovery kit, image via the brand

Thanks to the generosity of Tale Parfum, we have a bottle of Bad Lily and a discovery kit for one registered reader from the US. You must register or your entry will not count. To be eligible, please leave a comment saying what sparks your interest based on Nicoleta’s review and where you live in the USA. Draw closes May 1, 2026

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