Initio Parfums Privés Wild Rush Eau de Parfum

What It Smells Like

Initio Wild Rush is a sweet, fruity take on the fougère, the classic aromatic style built on lavender. It was launched in 2026 in the Supercharged collection alongside Sugar Blast, and of the two it is the brighter and more energetic.

Fragrantica and Parfumo list seven notes without a top, heart and base structure: red berries, bergamot, lavender, caramel, vanilla, patchouli and sandalwood. The fruit and lavender come first.

Red berries give a juicy, slightly tart sweetness, bergamot adds citrus sparkle, and lavender brings the clean, aromatic character you may know from traditional men's colognes. Caramel and vanilla then sweeten the middle, which is what makes this a modern fougère rather than a classic one.

The base is patchouli and sandalwood, earthy and creamy, which grounds the sweetness and gives it a woody finish. Fragrantica's community ranks sweet, fruity, caramel and woody almost level as the leading accords, with lavender close behind, and rates it 4.16 out of 5 from about 600 votes.

Who Made It

Initio does not name the perfumers behind most of its fragrances, and neither Fragrantica nor Parfumo lists one for Wild Rush. We would rather leave the credit open than guess. The house presents its fragrances as the work of a collective, with the materials and their effect on mood placed ahead of any individual signature.

Who It's For

Wild Rush is for people who like sweet, fresh, fruity fragrances with an aromatic backbone. Fragrantica lists it for women and men.

If you enjoy the popular lavender-and-vanilla style and want a more polished, longer-lasting version, this is a good choice. If you dislike sweetness, look at Rehab or Paragon. It is one of the most immediately likeable scents in the range, and it comes in the translucent dark flacon used for the Supercharged collection.

When to Wear It

The early Fragrantica votes are spread evenly. Spring, fall and summer are almost level, winter is a little behind, and day and night are tied. It is a true all-year fragrance.

Wear it every day, to work or out in the evening. It is lively enough for a night out and clean enough for the office, and two sprays are a sensible place to start.

About the House

Initio Parfums Privés launched in Paris in 2015 with an unusual premise: that scent acts on mood and attraction before we consciously register it. The fragrances are built around materials chosen for that effect, such as musks, woods, resins and the jasmine-like molecule hedione, and they are grouped into collections with a stated purpose: The Absolutes, The Carnal Blends, The Black Gold Project, the Hedonist collection and Supercharged.

The bottles are heavy, square-shouldered flacons with a metal medallion on the front, and the compositions tend to be concentrated and long-lasting. Initio is a boutique-only house at Redolia. It is sold at our perfumery at 92 West Main Street in Somerville, New Jersey, and not through the website. Read how our boutique-only houses work, then come in and try it on skin before you decide.