Everyone's favourite affordable beauty brand is launching a perfume line
Did you know that fragrance could smell like 'a humble selfishness', or a 'barefoot walk'? No? Well now you do.
Avestan: Fragrance Line from the brains behind The Ordinary
When skincare line The Ordinary was launched in 2016, the industry was to be forever altered. The affordable products – tech savvy thanks to the pioneering science behind them – were swept off shelves, stock-piled from online outlets like ASOS, and often sold out. And now, DECIEM founder Brandon Truaxe (who is a point of intrigue himself) is launching a niche new beauty venture: Avestan fragrance. The whole brand seems to be focused around a tangible spirit of adventure, with the website mapping out the geographically inspired
fragrances.
The range will explore ‘unfamiliar scents’, doing away with age-old favourite like lavender and rose, instead using ‘clays, stems, saps, places and moments’ - he was inspired to create the line on a trip to Morocco’s Atlas Mountains, after all. Mmm, nature. Whether you think that a fragrance made specifically for paper and luggage (we're not kidding) and names like 'Tent in Tanzania' (plain offensive) are barking mad or genius, we're expect big things from DECIEM's new launch, and we're poised to trust Truaxe as he's never disappointed us yet. We've listed the names of all the perfumes below for your pleasure – or indeed ridicule.
A Tannery in Tuscany - 'A sensory summary of tanning suede.'
Tent in Tanzania - 'An aromatic visualisation of firewood.'
A Violin Atelier - 'A connection with woods, tools and inks inside a violin atelier.'
Budapest - 'A discovery of copper in Budapest architecture.'
Printer's Ink - 'A fragrance for paper and luggage with borrowings from a heritage printer in central UK.'
Esfahan - 'An Iranian borrowing of Assam oudh and crushed saffron.'
Date Market in Tunis - 'A warming stroll through the contrast of spices and dates in a Tunisian market.'
Roofs of Beni Isguen - 'A walk through alleyways of the roofless North African town of Beni Isguen.'
Asni Village - 'A barefoot walk through the rivers, mud and the soil of High Atlas mountains.'
Tenere Desert - 'An isolated trek across the South Central Saharan desert land.'
Svalbard - 'An ode to concrete corridors of Svalbard Seed Vault in the Arctic.'
Tibet - 'A humble selflessness amongst the sands, rocks and gusts of Tibet.'
The release date is yet to be announced, but you can browse the website here in the meantime.
fragrances.
The range will explore ‘unfamiliar scents’, doing away with age-old favourite like lavender and rose, instead using ‘clays, stems, saps, places and moments’ - he was inspired to create the line on a trip to Morocco’s Atlas Mountains, after all. Mmm, nature. Whether you think that a fragrance made specifically for paper and luggage (we're not kidding) and names like 'Tent in Tanzania' (plain offensive) are barking mad or genius, we're expect big things from DECIEM's new launch, and we're poised to trust Truaxe as he's never disappointed us yet. We've listed the names of all the perfumes below for your pleasure – or indeed ridicule.
A Tannery in Tuscany - 'A sensory summary of tanning suede.'
Tent in Tanzania - 'An aromatic visualisation of firewood.'
A Violin Atelier - 'A connection with woods, tools and inks inside a violin atelier.'
Budapest - 'A discovery of copper in Budapest architecture.'
Printer's Ink - 'A fragrance for paper and luggage with borrowings from a heritage printer in central UK.'
Esfahan - 'An Iranian borrowing of Assam oudh and crushed saffron.'
Date Market in Tunis - 'A warming stroll through the contrast of spices and dates in a Tunisian market.'
Roofs of Beni Isguen - 'A walk through alleyways of the roofless North African town of Beni Isguen.'
Asni Village - 'A barefoot walk through the rivers, mud and the soil of High Atlas mountains.'
Tenere Desert - 'An isolated trek across the South Central Saharan desert land.'
Svalbard - 'An ode to concrete corridors of Svalbard Seed Vault in the Arctic.'
Tibet - 'A humble selflessness amongst the sands, rocks and gusts of Tibet.'
The release date is yet to be announced, but you can browse the website here in the meantime.
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