In December of 2021 Puredistance got a notification from Roja Parfums that they would no longer supply Puredistance M perfume oil to Puredistance due to the changes in IFRA regulations and the resulting need for reformulation. Therefore, we had to discontinue Puredistance M. We decided we would not approach another perfumer asking him to copy ‘M’. Puredistance is about originality, not about imitation.

We invented a new name, M V2Q, and asked perfumer Antoine Lie if he could create a new version in the same vein as the old M, but more contemporary and emotionally sensitive.

Where the old M was inspired by the raw world of Sean Connery, the new M V2Q would be placed in today’s world of the latest James Bond: Daniel Craig and his future successor.


Antoine Lie gladly accepted the challenge and started to work on M V2Q. We provided him with artwork that communicates the essence of the new perfume and explained the new name M V2Q to him: V2 stands for ‘version 2’ of M; Q supplies James Bond with new techniques and innovations; and finally, ‘VanQuish ‘is the name of an Aston Martin being used in a James Bond movie.

We found one of the first samples Antoine sent us very promising and four months and five modifications later we were convinced the new M V2Q will not only please many of the old ‘M addicts’, but as well appeal to many new perfume lovers. In the interview below you will get some interesting insights in the process of the creation of M V2Q.