LOEWE Introduces Palo Santo

A New Chapter in Modern Rituals

Style isn’t limited to the wardrobe. The sharp suit, the perfectly cut overcoat, the pair of shoes polished to just the right sheen—these are markers of taste. But the true modern gentleman knows that how you curate your space is just as telling. Scent has become as integral to the rakish lifestyle as a tailored jacket or a hand-stitched loafer. And LOEWE, a house long synonymous with craft and cultural edge, now adds another layer to this conversation with its latest release: Palo Santo.

The new addition to LOEWE Perfumes’ home collection is a study in balance—soft yet powerful, grounded yet modern. Built around the sacred wood of the Bursera graveolens tree, Palo Santo is rooted in centuries of ritual. Native to the Yucatán Peninsula, the wood has been burned since the 13th century to cleanse negative energy and invite good fortune. LOEWE translates that heritage into something contemporary: a citrus-bright opening, anchored by Atlas cedar, that slowly gives way to a subtle smokiness. Much like a well-tailored suit that reveals its strength in the details, Palo Santo unfolds over time, layering refinement with depth.

What makes LOEWE’s approach stand out is the attention to the objects themselves. A scented candle, here, isn’t simply functional. It’s presented in a black glazed terracotta vessel stamped with the house’s Anagram, an object as striking on a bookshelf as it is on a dining table. The sculptural wax candleholder feels like something you might find in a design gallery—no two are alike—while the room spray, with its glass bottle topped by a ceramic stopper and cotton label, has the tactile weight of something collectible. Each piece is as much about design as it is about fragrance.

For men who are already investing in craftsmanship—whether that’s a made-to-measure suit, a pair of handmade brogues, or a leather briefcase—this feels like the natural progression. LOEWE understands that style doesn’t stop at the body. It moves through the spaces we occupy, the details we select, and the atmospheres we create. Palo Santo offers a way to extend that sensibility into the home, making fragrance as considered a part of personal expression as any element of clothing.

There’s also an elegance in how LOEWE situates Palo Santo within a larger cultural story. Just as fashion often revisits and reinterprets heritage—think of how tailoring continues to evolve while nodding to its traditions—this scent builds on rituals that are centuries old but gives them a thoroughly modern edge. It’s not nostalgia, but continuity, presented with the same forward-facing craft that defines the house’s approach to fashion.

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