He's a master in the kitchen—and soon a master in the lab.
Chef Roblé Ali is taking his talents for pastry and applying them to perfume. The star of Chef Roblé and Co. is teaming up with Brands With Purpose to launch a women's fragance, he tells the Dish exclusively.
The product is expected to launch Spring 2014 and Roblé says he's currently hard at work at developing an scent—dubbed a "fragrance recipe"—that is inspired by his favorite dishes and aromas.
"As a chef, it seemed a natural fit for me to partner with a fragrance agency," he says. "So much about food and taste is actually smell. I'd say 80-percent. I find the idea of exploring the synergy between capturing the aroma of some of my favorite dishes by creating the first 'Fragrance Recipe' intriguing."
Roblé has a clear idea of what he wants to create. "It has to be something so irresistible women will crave it and make it their favorite fragrance," he says, noting that he's going to test the perfume on his female friends and family.
So what might the end result smell like? It won't be "just another fragrance," he says. Instead, it'll likely include a combination of herbs, spices, edible flowers and "yummy" sweet notes.
"So stay tuned to get a whiff!" Roblé adds.