{"title":"What We Do Is Secret","description":"\u003ch3\u003e\u003cb\u003eWhat We Do Is Secret – Where Mystery Meets Mastery\u003c\/b\u003e\u003c\/h3\u003e\n\u003cp class=\"p3\"\u003e\u003cspan class=\"s2\"\u003e\u003cb\u003eWhat We Do Is Secret\u003c\/b\u003e\u003c\/span\u003e is a niche fragrance house born from the spirit of experimentation, storytelling, and creative freedom. Formerly known as \u003cspan class=\"s2\"\u003e\u003cb\u003eA Lab on Fire\u003c\/b\u003e\u003c\/span\u003e, the brand reinvented itself in 2021 to reclaim full creative control and reconnect directly with its audience.\u003cspan class=\"Apple-converted-space\"\u003e  \u003c\/span\u003e\u003cspan class=\"s3\"\u003e\u003c\/span\u003e\u003c\/p\u003e\n\u003cp class=\"p3\"\u003eRooted in small-batch craftsmanship, WWDIS blends surprising, emotionally evocative notes through collaborations with world-class perfumers. Its identity draws on intimate moments, hidden desires, and sensual nostalgia—creating perfumes that feel like personal secrets.\u003cspan class=\"Apple-converted-space\"\u003e  \u003c\/span\u003e\u003cspan class=\"s3\"\u003e\u003c\/span\u003e\u003c\/p\u003e","products":[{"product_id":"what-we-do-is-secret-messy-sexy-just-rolled-out-of-bed-eau-de-parfum-sweet-vanilla-unisex","title":"Messy Sexy Just Rolled out of Bed Eau de Parfum","description":"\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003eCrafted by A Lab on Fire and developed by master perfumer Dominique Ropion, this fragrance captures the essence of intimate sensuality inspired by iconic imagery. The composition opens with bright bergamot and delicate peach blossom, transitioning into a romantic heart of Turkish rose and heliotrope. The base unfolds with a sophisticated blend of musk, cashmere, toffee, vanilla, amber, sandalwood, and tonka bean, creating a warm, enveloping oriental finish that lingers on the skin with understated elegance and allure.\u003c\/p\u003e\n\u003cp\u003e \u003c\/p\u003e\n\u003cp\u003eFragrance family: \u003cmeta charset=\"UTF-8\"\u003e\u003cspan\u003eSweet, Vanilla\u003c\/span\u003e\u003c\/p\u003e\n\u003ch2 class=\"accordion__title inline-richtext\"\u003eOlfactive pyramid\u003c\/h2\u003e\n\u003cp\u003eTop notes: \u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003ePeach Blossom and Bergamot\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003eMiddle notes: \u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eHeliotrope and Turkish Rose\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003eBase notes: \u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eToffee, Vanilla, Musk, Tonka Bean, Cashmere Wood, Sandalwood and Amber\u003c\/span\u003e\u003c\/p\u003e","brand":"What We Do Is Secret","offers":[{"title":"50ml","offer_id":47835904966888,"sku":null,"price":750.0,"currency_code":"AED","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0731\/0616\/1896\/files\/Messy_Sexy_Just_Rolled_out_of_Bed.jpg?v=1764066642"},{"product_id":"what-we-do-is-secret-paris-l-a-eau-de-parfum-citrus-gourmand-unisex","title":"Paris*L.A. Eau de Parfum","description":"\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eParis*L.A. Eau de Parfum captures an intimate dialogue between two cities through scent. This fragrance merges the refined elegance of Paris with the bold energy of Los Angeles, creating a paradox that feels both familiar and entirely new. A crisp Coca-Cola accord intertwines with the delicate sweetness of macaron, establishing a composition that oscillates between sophistication and playful irreverence. The result is a sensory journey that challenges perception—a fragrance that transforms the ordinary into the extraordinary, inviting you to experience a place that exists nowhere and everywhere simultaneously.\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003eFragrance family: \u003cmeta charset=\"UTF-8\"\u003e\u003cspan\u003eCitrus, Gourmand\u003c\/span\u003e\u003c\/p\u003e\n\u003ch2 class=\"accordion__title inline-richtext\"\u003eOlfactive pyramid\u003c\/h2\u003e\n\u003cp\u003eTop notes: \u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eCoca-Cola, Lime and Ginger\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003eMiddle notes: \u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eThyme, Coriander and Neroli\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003eBase notes: \u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eMacarons, Musk and Amber\u003c\/span\u003e\u003c\/p\u003e","brand":"What We Do Is Secret","offers":[{"title":"50ml","offer_id":47836009070824,"sku":null,"price":750.0,"currency_code":"AED","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0731\/0616\/1896\/files\/Paris_L.A.jpg?v=1764066642"},{"product_id":"what-we-do-is-secret-je-men-fous-eau-de-parfum-citrus-aldehyde-unisex","title":"Je M'en Fous Eau de Parfum","description":"\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eJe M'en Fous Eau de Parfum embodies liberation and presence. This fragrance celebrates the beauty of unguarded moments—when time dissolves into laughter and movement. It captures the essence of freedom: wind-swept, sun-drenched, utterly uncontained. Rather than chasing fleeting sensations, it honors what already exists in the space between breath and joy. A scent for those who surrender to the present, who understand that the most profound experiences require nothing but acceptance.\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\n\u003cp\u003eFragrance family: \u003cmeta charset=\"UTF-8\"\u003e\u003cspan\u003eCitrus, Aldehyde\u003c\/span\u003e\u003c\/p\u003e\n\u003ch2 class=\"accordion__title inline-richtext\"\u003eOlfactive pyramid\u003c\/h2\u003e\n\u003cp\u003eTop notes: \u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eMandarine Madagascar, bergamot Calabria, neroli, crisp aldehydes\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003eMiddle notes: \u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eJasmine, lavender, salicylates\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003eBase notes: \u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eAmbrette seeds, ambrox, lentisque\u003c\/span\u003e\u003c\/p\u003e","brand":"What We Do Is Secret","offers":[{"title":"50ml","offer_id":47836099182824,"sku":null,"price":750.0,"currency_code":"AED","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0731\/0616\/1896\/files\/Je_M_en_Fous.jpg?v=1764066642"},{"product_id":"what-we-do-is-secret-california-snow-eau-de-parfum-green-unisex","title":"California Snow Eau de Parfum","description":"\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cb\u003e\u003c\/b\u003eCalifornia Snow Eau de Parfum, crafted by Mackenzie Reilly, is a unisex fragrance that evokes the serene beauty of winter landscapes. It opens with soothing chamomile, tea, and sage accented by warm coumarin. The heart reveals an intriguing blend of hay, rose, cannabis, and narcissus, while earthy soil tincture, musk, vetiver, and cedar form a grounding base. A sophisticated composition that merges botanical intrigue with natural warmth.\u003cspan\u003e\u003c\/span\u003e\u003cbr\u003e\u003c\/p\u003e\n\u003cp\u003eFragrance family: \u003cmeta charset=\"UTF-8\"\u003e\u003cspan\u003eGreen\u003c\/span\u003e\u003c\/p\u003e\n\u003ch2 class=\"accordion__title inline-richtext\"\u003eOlfactive pyramid\u003c\/h2\u003e\n\u003cp\u003eTop notes: \u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eChamomile, Tea, Sage and Coumarin\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003eMiddle notes: \u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eHay, Rose, cannabis and Narcissus\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003eBase notes: \u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eSoil Tincture, Musk, Vetiver and Cedar\u003c\/span\u003e\u003c\/p\u003e","brand":"What We Do Is Secret","offers":[{"title":"50ml","offer_id":47836138143976,"sku":null,"price":750.0,"currency_code":"AED","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0731\/0616\/1896\/files\/7_87b98087-c826-4ac9-9d0a-b275f9f8db75.jpg?v=1764066642"},{"product_id":"what-we-do-is-secret-lanonyme-eau-de-parfum-woody-aromatic-unisex","title":"L'Anonyme Eau de Parfum","description":"\u003cp data-rte-preserve-empty=\"true\" class=\"preFade fadeIn\"\u003e \u003c\/p\u003e\n\u003cp\u003eL'Anonyme Eau de Parfum is a masterwork of restraint and intrigue, reimagined by Olivier Polge with heightened intensity. This enigmatic composition embodies modern sophistication through deliberate minimalism—a fragrance that speaks through absence as much as presence. Originally launched as an Eau de Toilette in 2011, it established A Lab on Fire®'s distinctive vision. The new Eau de Parfum concentration deepens its mysterious character, delivering a scent that exudes quiet confidence and understated elegance.\u003c\/p\u003e\n\u003cp data-rte-preserve-empty=\"true\" class=\"preFade fadeIn\"\u003e \u003c\/p\u003e\n\u003cp\u003eFragrance family: \u003cmeta charset=\"UTF-8\"\u003e\u003cspan\u003eWoody, Aromatic\u003c\/span\u003e\u003c\/p\u003e\n\u003ch2 class=\"accordion__title inline-richtext\"\u003eOlfactive pyramid\u003c\/h2\u003e\n\u003cp\u003eTop notes: \u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003ebergamot\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003eMiddle notes: \u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003egeranium\u003c\/span\u003e\u003c\/p\u003e\n\u003cp\u003eBase notes: \u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eblonde woods, white amber, suede leather\u003c\/span\u003e\u003c\/p\u003e","brand":"What We Do Is Secret","offers":[{"title":"50ml","offer_id":47836256501992,"sku":null,"price":750.0,"currency_code":"AED","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0731\/0616\/1896\/files\/L_Anonyme.jpg?v=1764066642"}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0731\/0616\/1896\/collections\/What_We_Do_Is_Secret.png?v=1764065030","url":"https:\/\/www.amberiya.ae\/collections\/what-we-do-is-secret.oembed","provider":"Amberiya.ae","version":"1.0","type":"link"}