Lucid Dream

 Created By

Ex Idolo


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In the story of May Coyle and Thomas Howard's 1905 Boston prison escape. May’s daring plan to smuggle saws into the prison in a wedding cake, led them both to escape the same night. LUCID DREAM, a woody-spicy floral is an olfactory exploration of lucid dreaming and an ode to the potential hidden in every one of us. Lucid dreaming, a semi meditative state in which a person is aware they are asleep but are able to control their surroundings has been practiced since antiquity by Tibetan monks. The notes structure reflects the cake that May used as an instrument of escape. 

Fragrance Facts

Head notes: Davana, Pink pepper, Effervescent citrus
Heart notes: Rose, Smoky osmanthus 
Base notes: Incense, White patchouli 

Perfumer: Matthew Zhuk & Tanya Zhuk 
Conception: London, UK
Year of Release: 2018

  • Meet the Brand
  • Meet the Maker
  • Media


Ex Idolo was founded in Mayfair, London in 2013 by Matthew and Tanya Zhuk. The core concept is showcasing rare and precious materials within sympathetic compositions. Their careful sourcing of the world’s finest and rarest aroma ingredients transforms each bottle into a portal, offering a glimpse into an elusive and secret world. Their style is rather not to be predictable, but to tell each olfactive story individually, and faithfully.
Ex Idolo offers a truly artisan experience that reflects the traditions of classic perfumery, using rare natural materials, hand packaging and small batch quality control.

Matthew Zhuk

Matthew Zhuk is one of the noses behind Ex Idolo perfumes. Bringing innovation but also paying homage to classic methods.


Tanya Zhuk

Tanya Zhuk

Tanya Zhuk discovered the power of olfaction from a young age, drawn to the scent of freshly-made vanilla creams in the pastry shop where her mother worked as an accountant. By the age of 14 she was combining natural materials such as vanilla, lavender and tonka to create solid perfumes. Those first steps turned into a serious interest in perfumery and today Tanya is the creative director of Ex Idolo.

Creative Director, Tanya Zhuk used inspiration gained from the narrative of May Cole & Thomas Howard's great escape to create poems and develop illustrations for Lucid Dream and Love & Crime. Her expressiveness give the fragrances multi-dimensional representation.



Must hide my armour in sweet secret,
high time to use tradition as a vice
Night grows large, heart braves the fear
that’s made of bars and slate
I know they won’t like such caper,
but those with me would make a state
And if I had to I would get down to the nitty gritty
not just this once but twice, and thrice


When the snow melts and winter ends
For joy and fun,
All the while I roam and run,
My bushy tail catches scents

Of woods and berries, and sweet rose...
Then at night,
When the sun gives way to the moon’s light
I wrap my tail to hide my nose...

I fall asleep and as I dream
I look around, suddenly I seem...

To have two wings and start to fly
Along with the wind, towards the sky
In my dream, I’m a butterfly