Danny Seo Jumps Back Into the Beauty Biz


Green lifestyle guru Danny Seo is making a triumphant return to the beauty world with a slew of scents for his new Danny Seo Reserve line on HSN.

Starting with his latest fragrance, Reserve Global, the sustainable home goods developer tapped into Firmenich’s archive of fragrance notes with help from Tru Fragrances to create a blend of Tahitian tiare, Haitian vetiver, rose de mai from Grasse for a sweet, sultry, and sophisticated scent. “I’m tapping into Firmenich’s historical reservoir,” Seo told Women’s Wear Daily. “I wanted to peel the curtain back like the Wizard of Oz.”

The perfume comes after his first organic beauty line WholeEarth closed its doors in 2011. He’s shown no signs of slowing down either, as he plans to roll out a slew of scents soon, including Australia Reserve and America Reserve in 2014. There will even be a “Jurassic Park” Fragrance collection that draws note from extinct and endangered blooms whose essences were captured with Firmenich’s headspace technology.

We can’t wait to see what notes he’ll dig up throughout his fragrance excursions!