Choosing the Best: The Vision Behind Electimuss
Written by Kristina Kybartaite-Damule
For Luke Granger and Jason Collison, the founders of Electimuss, perfume is more than an accessory – it’s an expression of power, beauty, and craftsmanship. In an interview for PlezuroMag, they reflect on their Roman muse, their pursuit of excellence, and how they’ve redefined modern luxury through bold, character-driven perfumery.
Jason Collison and Luke Granger / Photos provided by the brand
Rooted in a shared fascination with Ancient Rome’s grandeur and sensuality, Electimuss bridges mythology and modernity – transforming historical opulence into wearable art. The brand’s perfumes evoke a sense of drama and confidence, unapologetically rich in composition and emotion. They’re scents designed to make an entrance, to linger, and to be remembered.
The same philosophy extends to design. Each Electimuss bottle feels like an artefact from another era – heavy in the hand, striking in form, adorned with a metal plate that subtly recalls a gladiator’s armour. Every element, from the cap to the concentration of oils inside, reflects the founders’ attention to details and their commitment to the brand’s name itself: Electimuss, meaning “to choose the best.”
That ethos defines every creative decision, from the selection of rare ingredients to the choice of perfumers they collaborate with. Luke and Jason gracefully agreed to share how it all began with the readers of PlezuroMag – from the first spark of inspiration to crafting fragrances worthy of emperors.
First of all, could you tell our readers how you got into perfumes? What is your background, and did you always know you want to create a perfume house?
Luke: My grandad was the inspiration to get into perfume, he was American Italian and introduced me to my first fragrance. His love for perfume sparked a passion in me that would later turn into Electimuss after meeting Jason many years later.
Electimuss Astrum Nova presentation / Photo credit: Ally Santos
Why did you choose Ancient Rome as an inspiration for the brand?
Jason: We chose Ancient Rome because it represents a world of opulence, power, and passion, a civilisation famed for its pursuit of beauty, artistry and sensory indulgence. The Romans were among the earliest perfume connoisseurs, using scent as a mark of status, seduction and ceremony.
For Electimuss, this heritage offers a rich storytelling foundation, blending mythology, luxury, and craftsmanship to evoke a timeless allure. After both visiting Rome and falling in love with the city’s beauty and history, we knew this inspirational spark was the start of our creative journey of perfumery.
Imagining ancient Rome’s perfumery scene, what it could have looked like — and how might Electimuss fit into it?
Jason: In ancient Rome, perfume was power. The air was thick with incense from temples, rose oil from banquets and resins carried on ships from Arabia and India. Scent marked status, seduction, and the divine.
In that world, Electimuss would have been the perfumer of emperors – crafting rich, commanding blends to anoint gods and conquerors alike.
The name Electimuss translates to “choose the best.” How does that ethos manifest in your creative and business decisions?
Luke: Electimuss was created to mean ‘to choose the best,’ and that philosophy guides everything we do. From selecting rare, exquisite ingredients to collaborating with world-class perfumers, we make every decision with intention and integrity. Every fragrance, bottle, and partnership reflects our pursuit of timeless luxury and our courage to be distinctive.
When you founded Electimuss, what gap did you feel existed in the world of fine perfumery that you wanted to fill?
Luke: When Electimuss was founded, we saw a gap between luxury and boldness. Fine perfumery had become safe, beautiful, but often predictable. We wanted to bring back the drama, decadence, and daringness that once defined scent as an art form. Our vision was to reignite the opulence of ancient perfume traditions with modern craftsmanship, creating fragrances that are unapologetically rich, long-lasting and full of character.
For your perfumes, you work with well-known, respected perfumers. How do you choose the right perfumer for your perfume ideas?
Luke: Perfumery is a discovery – of not only the ingredients but of new and interesting accords and interpretations. Perfumers are artists, similar to musicians. We should look to experience their art the way one experiences music. If you gave two different musicians the same idea for a song, they would create it totally differently. This is the fascinating similarity with perfumers. We love exploring briefs with many different perfumers until we find the perfect result for what we want to achieve.
Electimuss is known for using high concentrations of perfume oils — what drives this commitment to potency?
Jason: Electimuss commands attention. Our high perfume oil concentrations ensure every fragrance lingers, evolves, and leaves a lasting impression. Luxury isn’t subtle; it’s bold, opulent, and unforgettable.
How do you define luxury in the context of scent?
Jason: Luxury defines the wearer, it’s the art of an experience. It’s about exceptional ingredients, masterful craftsmanship, and a fragrance that tells a story.
What’s one fragrance in the Electimuss line that feels most personal to each of you – and why?
Luke: For me it’s Mercurial Cashmere or Amber Aqualaria. The first, one of our earlier fragrances which has become loved globally and the second is the first perfume we created with Julien Rasquinet when he was an independent perfumer. For Jason, it’s Imperium, his favourite fragrance to wear day or night.
Can you tell a little about the newest perfume, Versper Reverie. What is the idea of this perfume?
Photo credit: Instagram / @kristinakii.scents
Luke: We’re very proud of our existing Oud fragrances. As we began to see a trend of fruity fragrances and perfumers experimenting with different fruits, we wanted to use this opportunity to create a fruity Oud and explore how Oud can be used in different ways when complimented with fruity notes.
Thank you for your time.