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Black Phoenix Alchemy Lab (BPAL) is an online retailer of perfumes with an esoteric influence. In their own words:

We specialize in formulating body and household blends with a dark, romantic Gothic tone. Our scents run the aesthetic gamut of magickal, pagan and mythological blends, Renaissance, Medieval and Victorian formulas, and horror / Gothic-themed scents

Black Phoenix Alchemy Lab has an habit of collaborating with renowned artists, and license the rights to their works to produce lines of perfumes, oils and other household products. They produced, among other things, lines of products based on "Crimson Peak", "Hellboy", "Labyrinth", "Fraggle Rock" and "Sherlock Holmes".


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Collaboration with Neil Gaiman[]

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In 2007, Black Phoenix Alchemy Lab collaborated with Neil Gaiman to produce a line of perfumes based on his works: Stardust, The Graveyard Book, Coraline, but also Anansi Boys and American Gods. In 2017 they revisited this collaboration in honor of the release of the television series by Starz, resulting in new products being added to the "American Gods" line.


American Gods products[]

Below is a list of all the American Gods official Black Phoenix Alchemy Lab products. Each product is associated with an official artwork, drawn for BPAL by the artist Julie Dillon. These products are part of a charitable work: each sale is reversed to the Comic Book Legal Defense Fund (CBLDF), to preserve and protect the First Amendments rights of the comic book community. Their website can be visited here


American Gods I []

A line of perfume oils.

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Shadow[]

A perfume oil inspired by Shadow Moon.

Description: Grey oudh and bay rum luminous with amber.


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Laura[]

A perfume oil inspired by Laura Moon.

Description: Violets, upturned earth, mothballs, formaldehyde (mixed with glycerin and lanolin), and the memory of the taste of strawberry daiquiris suspended in twilight.


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Mister Wednesday[]

A perfume oil inspired by Mr. Wednesday.

Description: Sleek cologne, the memory of a Nine Herbs Charm, gallow wood, and a splash of whiskey.


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Mr. Czernobog[]

A perfume oil inspired by Czernobog.

Description: Unfiltered cigarettes, the leather and metal of sledgehammers, aortal blood slowly drying, and black incense.


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Zorya Vechernyanya[]

A perfume oil inspired by Zorya Vechernyaya.

Description: Red musk and wild plum, orange blossom and jasmine, juniper berries, sweet incense and vetiver-laced sandalwood.


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Zorya Utrennyaya[]

A perfume oil inspired by Zorya Utrennyaya.

Description: Sweet black coffee and a touch of ambrette seed.


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Zorya Polunochnaya[]

A perfume oil inspired by Zorya Polunochnaya.

Description: Pale amber and ambergris, gossamer vanilla, moonflower, and white tobacco petals.


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Eostre of the Dawn[]

A perfume oil inspired by Easter.

Description: Jasmine and honeysuckle, sweet milk and female skin.


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Technical Boy[]

A perfume oil inspired by the Technical Boy.

Description: Vape smoke and burning technical parts.


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Media[]

A perfume oil inspired by Media.

Description: A news anchor's cologne, a soap star's perfume: perfect, pixelated, and glamorous ; aglow with cathodes and anodes, coated with phosphor.


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Black Hats[]

A perfume oil inspired by the Spooks.

Description: Gunpowder residue, patent leather, pomade, and aftershave.


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Low Key Lyesmith[]

A perfume oil inspired by Low Key Lyesmith.

Description: Black clove and cassia flung onto glowing cinders and mingled with slow-dripping poisons.


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Coin Tricks[]

A perfum oil inspired by the novel's recurring theme of coin tricks.

Description: Glittering gold and silver, rolling over knuckles - concealed in palms - and pulled from the sun, the moon and the stars.


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For the Joy of It[]

A perfume oil inspired by the fight between Shadow and Sweeney in Chapter Two.

Description: Whiskey, mead, honey, gold, sweat and blood.


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Glass Eye[]

A perfume oil inspired by Mr. Wednesday's glass eye.

Description: The depths of Mimisbrunnr: mugwort and frankincense, grey amber and ash.


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Believe[]

A perfume oil inspired by Shadow's first encounter with the Buffalo in Chapter One.

Description: A scent of compression and release, of heat and faith, of plunging through the jet-shadowed darkness of uncertainty. The heart of the land: roots plunging ever deeper into thrumming black soil through the graves of faith, disillusion, and skepticism.


American Gods[]

A line of perfume oils.

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Mr. Jacquel[]

A perfume oil inspired by Mr. Jacquel.

Description: Golden amber, hyssop, North African patchouli, and embalming spices.


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Mr. Ibis[]

A perfume oil inspired by Mr. Ibis.

Description: Papyrus, vanilla flower, Egyptian musk, African musk, aloe ferox, white sandalwood.


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Mad Sweeney[]

A perfume oil inspired by Mad Sweeney.

Description: Barrel-aged whiskey and oak.


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Mama-Ji[]

A perfume oil inspired by Mama-Ji.

Description: Spices, cardamom, nutmeg, and flowers.


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Bilquis[]

A perfume oil inspired by Bilquis.

Description: Honey, myrrh, lily of the valley, rose otto, fig leaf, almond, ambrette, red apple, and warm musk.


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The Ifrit[]

A perfume oil inspired by the Jinn.

Description: Desert sand, red musk, blackened ginger, dragon's blood resin, black pepper, cinnamon, and tobacco.


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The Norn's Farmhouse[]

A perfume oil inspired by the farmhouse of the Norns as it appears in Chapter Seventeen.

Description: Dusty, ancient wood, horehound, and sage, with viper's bugloss, mugwort, chamomile, nettle, apple blossom, chervil, and ashes.


American Gods II[]

A line of perfume oils.

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America's New Gods[]

A perfume oil inspired by the New Gods, more specifically by Mr. Wednesday's description of the New Gods in Chapter Six.

Description: Scorched wires, silicone, tar, chlorine, wax, rubber, and exhaust.


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Becoming Thunder[]

A perfume oil inspired by Loki's explanation about what being a god is, in Chapter Fourteen, more precisely on the metaphor of "becoming thunder"

Description: This is the scent of the absolute: this is the perfected manifestation of the absolute essence of not who you are, but what you represent to others. This is You as Symbol, your spirit separated and combined, distilled and condensed into one archetype. Skin musk and 20-year aged frankincense, a sprig of asphodel, a splash of soma, a lightning-streak of sharp ozone, and a stream of ambrosia.


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Cigarettes and offerings[]

A perfume oil based on Czernobog comparison between cigarettes and offerings, in Chapter Five.

Description: Cigarette smoke overlapping with the resonance of long-forgotten incenses.


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Search Engine[]

A perfume oil based on the mechanical spider that appears in the Backstage in Chapter Twelve.

Description: Dark metal and sour grapefruit creeping over a field of bones.


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Take the Moon[]

A perfume oil inspired by the meeting of Shadow and Zorya Polunochnaya in Chapter Four.

Description: Silvered musk and lemon peel, white fir needle, frosted apple blossom, and mugwort.


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The Best Lies[]

A perfume oil based on Zorya Vechernyaya's comment that, of the three Zorya sisters, she tells the best lies.

Description: The melodious sweetness of false fortunes: sugar-swept honey and rose.


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The Buffalo Man[]

A perfume oil based on the Buffalo.

Description: Warm dark brown musk, woodsmoke, and deep pools of labdanum.


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The Jeweled Spider[]

A perfume oil inspired by Mr. Nancy.

Description: Cigarillo smoke, spatters of ice cream sundae, a supersized mug of coffee, a pile of fruit, and a little bit of curried goat.



American Gods - Home and Linen Spray[]

A line of home and linen sprays.

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Bone Orchard[]

A home and linen spray inspired by Shadow's dream of the Bone Orchard in Chapter One.

Description: Clacking white sandalwood bones, grave soil, and the bruise-purple fruits of death and decay.


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Bone-Fire[]

A home and linen spray inspired by Shadow's dream in Chapter Fourteen

Description: Sparks of red peppercorns, blue-white eucalyptus leaf, and daemonorops draco against smoldering red amber and a copper sulfate-green licks of flame.


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Crocodile Bar[]

A home and linen spray inspired by Jack's Crocodile Bar.

Description: Cedar shavings, a swirl of booze, a flattened French fry, and barbeque sauce.


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Ibis and Jacquel's Funeral Parlor[]

A home and linen spray inspired by Ibis and Jacquel Funeral Parlor.

Description: Egyptian emblaming compound: beeswax and fir resin, myrrh, natron salt, cassia, palm wine, liche, henna, and camphor.


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Lakeside[]

A home and linen spray inspired by Lakeside.

Description: Perfect wholesomeness: green grass, summer daisies, spring daffodils, and bake sale cookies bought with blood and terror, all frozen beneath a sheet of thick black ice.


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Mr. Nancy's House[]

A home and linen spray inspired by Mr. Nancy's house, as it appears in Chapter Nineteen.

Description: The ghosts of long-dead cookies, whirring palmetto bugs, cigarillo smoke, and crawling things that scuttle and click.


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The Hall of Forgotten Gods[]

A home and linen spray inspired by the Hall of the Forgotten Gods.

Description: Ancient incense and charred sacrifices echoing through time.


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Think Snow for Me[]

A home and linen spray inspired by how Shadow invokes snow in Chapter Five.

Description: Snow upon snow upon snow.


American Gods III[]

A line of perfume oils.


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Chad[]

A perfume oil inspired by Chad.

Description: The scent of a steaming mug of hot chocolate.


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Hinzelmann[]

A perfume oil inspired by Hinzelmann.

Description: The luck of the tribe: black pine pitch and gouts of blood, darkness and bonfires that cast long shadows.


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Sam[]

A perfume oil inspired by Samantha Black Crow.

Description: Nag champa incense, patchouli, and freshly-soaped skin.


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The Intangibles[]

A perfume oil inspired by the Intangibles.

Description: Gods of the Stock Market, of securities and trades, of trade and upheaval, debt, fortune, and risk: chaotic synthetic notes, bubbling aldehydes, and the electric green of market euphoria.


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All-Father[]

A perfume oil inspired by Odin.

Description: Oak leaves and ash, honey mead, wolf musk, a flutter of black feathers, and bronze fennel.


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Alviss[]

A perfume oil inspired by Alviss.

Description: Thick, tangled and strong: ash and oak, elm and pine, reaching down, down, and deeper down into earth.


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Bast[]

A perfume oil inspired by Bast.

Description: A desert wind alight with myrrh and golden amber, cardamom and honey, bourbon vanilla and cacao.


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Mithras[]

A perfume oil inspired by Mithras.

Description: Oblations of milk, oil, honey, and blood.


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The Forgettable God[]

A perfume oil inspired by the Forgettable God.

Description: A faint impression of scent, a memory slipping like water through a sieve.


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The small brown cat[]

A perfume oil inspired by Bast's feline shape.

Description: Warm brown fur, cardamom-infused bourbon vanilla, and a touch of cedarwood.


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Dead Words on a Dead Frequency[]

A perfume oil inspired by Mad Sweeney's post-mortel manifestation in Chapter Eight.

Description: Tinny eucalyptus and elemi against a flat black backdrop of opoponax.


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Fuck you, said the raven[]

A perfume oil inspired by the eponymous scene in Chapter Seven.

Description: Glossy black, rough, and gravelly: violet-gilded opoponax, black patchouli, myrrh and oak leaf.


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Eat the strawberries[]

A perfume oil inspired by Shadow's eponymous story in Chapter Thirteen.

Description: Strawberries, fresh-picked.


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Only a sip[]

A perfume oil inspired by the liquid Mr. Wednesday makes Shadow drink when they go Backstage in Chapter Twelve.

Description: Orange peel, rosamery oil, peppermint, and cloves.


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Roadside Attractions[]

A perfume oil inspired by the recurring theme of roadside attractions.

Description: Plaster, paint, glass, and plastic surrounding a thrumming core of sacred frankincense.


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The drink of heroes, the drink of the gods[]

A perfume oil inspired by the mead Mr. Wednesday uses.

Description: Nine glory-twigs dipped in golden mead.


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The silver dollar[]

A perfume oil inspired by the silver dollar Zorya Polunochnaya gives Shadow.

Description: Gilded iris and Siamese benzoin, silvery-white musk, white tea leaf, and bergamot.


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The Sun's Treasure[]

A perfume oil inspired by the "sun's treasure" or "the hoard" from which Mad Sweeney takes out his golden coins.

Description: Radiant amber and orange blossom, golden oudh, and saffron-threaded honey.


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The Drunkard's Dream[]

A perfume oil inspired by the "Drunkard's Dream" display in House on the Rock.

Description: Red currant and labdanum with opoponax, vetiver, grave moss, white sandalwood, and khus.


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The Carousel[]

A perfume oil inspired by the carousel at the House on the Rock, and its ride in Chapter Five and Chapter Six.

Description: A place of power and possibility, of gods diabolical and celestial: glowing amber and heady cinnamon, the green of growing things and the white of thunderclaps, sweet myrrh and sacred styrax, forest moss and blood-soaked battlefields, papyrus and clay, rose petals, wildflowers, abbatoirs, and honey.


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We cared about different things[]

A perfume oil inspired by the relationship of Czernobog and Bielobog.

Description: You would not know who was light, who was dark: iron and amber, gold-limned white musk and ink-gloomed dark musk.


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The Center[]

A perfume oil inspired by the Center of America.

Description: Peeling paint, faded wallpaper and threadbare carpets, flickering neon, candlewax, and a fading whiff of Jack Daniels.


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These Shabby Days[]

A perfume oil inspired by how Mr. Nancy explains the fall of gods in America, in Chapter Fourteen.

Description: Memories of myrrh and gold, and the dying smoke of a snuffed cigarillo.


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God's Own Country[]

A perfume oil inspire by the broadcasting of Mr. Wednesday's murder.

Description: Circuit boards, cathode rays, and exhaust ramming against frankincense, myrrh, soil, and blood.


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Murder for murder, blood for blood[]

A perfume oil inspired by Mr. Nancy's words at Mr. Wednesday's "funerals".

Description: Black oudh, patchouli, opoponax, black pepper, and blackened cacao.


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The blood must flow[]

A perfume oil inspired by the reveal of Mr. Wednesday's ultimate plan.

Description: Three days on the tree, three days in the underworld, three days to find your way back: ash, oak, and elm; vetiver, dragon's blood resin, and cypress; frankincense, copal, and chamomile.

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