Kathleen Baird-Murray’s journey into the world of fragrance is both personal and reflective of her heritage. Nearly a decade ago, she had an inspiring conversation with renowned perfumer Frank Voelkl, known for crafting iconic scents like Le Labo’s Santal 33. However, life intervened, stalling the dreams she’d nurtured about launching her own fragrance brand. It wasn’t until last year that Baird-Murray reignited that spark, launching La Pyae Apothecary and her inaugural scent, “Catch Me If I Fall.”
In a remarkably short time, her fragrance has gained traction, showcased in notable venues such as the historic Hotel Chelsea in New York and Liberty, the prestigious London department store. With delightful sales figures and exciting displays, La Pyae Apothecary has quickly carved a niche in the luxury fragrance market.
The creation of “Catch Me If I Fall” has been an emotional odyssey for Baird-Murray. Each note in the fragrance serves as a tribute to her roots in Myanmar, a country she first explored nearly 30 years ago to reconnect with her mother’s history. This fragrance represents a heartfelt homage to her heritage, beautifully intertwining personal history with olfactory artistry. The scent’s journey begins with top notes of bergamot, cardamom, neroli, and green leaves—promising instant attraction. The heart notes of jasmine sambac, ambrette, freesia, and iris contribute an enchanting depth, while base notes of upcycled cedarwood, sandalwood, and white musk provide a comforting warmth.
Baird-Murray was keen on crafting a fragrance that felt authentic and heartfelt, steering clear of conventional heavy scents like vanilla or tuberose. To guide Voelkl in this creative process, she delivered a care package filled with personal artifacts that resonated with her: vibrant photographs capturing Myanmar’s colorful landscape, her mother’s memoir, and other culturally significant items. Her goal was to convey the soul of her heritage—a place imbued with humor, beauty, and imperfections.
Each iteration of “Catch Me If I Fall” was shaped through meticulous refinement; by the time they reached the third version, they had evaluated numerous compositions in the lab. The bottle itself is a statement piece, designed with a vintage aesthetic that echoes the storytelling behind the fragrance. Collaborating with the design agency Farrow, known for its work with music icons, Baird-Murray ensured that even the visual identity reflects her rich journey as a journalist and heritage advocate.
Ultimately, “Catch Me If I Fall” encapsulates Baird-Murray’s deep sense of identity, blending tradition with modernity. It’s not just a fragrance but a narrative—a glimpse into her life experiences, her connection to Myanmar, and her aspirations to share that beauty with the world. As La Pyae Apothecary continues to capture the hearts of consumers, Baird-Murray’s story unfolds, inviting everyone to embark on a sensory journey filled with love and cultural richness.
