Santal 33 quickly gained cult status, then grew into broad popularity, especially after Le Labo sold to Estée Lauder Companies and their fragrances went into much wider distribution, overseen by Global Brand President and Creative Director Deborah Royer.

[2] When Le Labo launched its original collection in 2006, owners Fabrice Penot and Eddie Roschi, formerly of L'Oréal, included ten fragrances and one sandalwood candle called Santal 26.

It has been wholly embraced by the fashion flock and A-list celebrities alike"—prominent devotees included television presenter Alexa Chung, Emily Weiss, singer Justin Bieber, actress Emma Roberts as well as many of their fans.

[7] In addition to prominent fans of the fragrance, its diffusion was also furthered by the 2014 purchase of Le Labo by Estée Lauder Companies for $60 million, according to WWD.

On the one hand, it spawned enthusiasm for sandalwood perfumes as a genre, like Diptyque Tam Dao and Tom Ford Santal Blush;[3] as well as a hunt for more affordable versions.

[11] Investigating a "dupe" recommended on TikTok, Amanda Krause wrote in Business Insider that she did not find it an exact match but preferred the $30 Fine'ry Jungle Santal made by budget brand Target.

[8] Writing in Vogue, Maya Singer explained this experience in terms of French sociologist Pierre Bourdieu’s concept of distinction: "the exercise of taste that sets you apart from the rabble".

In the 2023 romantic comedy movie Red, White & Royal Blue, the protagonist Alex, son of the U.S. president, wears Le Labo Santal 33.