ABEL is the ultimate intersection of art, ethics and natural science. ABEL, founded in Amsterdam in 2012 by former winemaker and New Zealander Frances Shoemack, is on a mission to blend the pleasurable world of perfume, with the conscious simplicity of nature. Frances Shoemack has one goal with ABEL, create the world’s best natural perfume.
A former winemaker, with a penchant for scent and a holistic philosophy, it’s no surprise Frances was looking for a modern natural perfume. If you know Frances, you wouldn’t find it surprising that when she was unable to find one, she decided to take matters into her own hands. Transfixed when she saw a video of master perfumer and fellow New Zealander Isaac Sinclair waxing lyrical about the similarities between perfume and wine, Frances knew she’d found her Nose. Trained in Paris and Milan and based in Sao Paulo, Isaac plays commercial fine fragrance perfumer by day, and Abel Nose by night. For Isaac, working on Abel is a unique opportunity to create standout scents using the best (natural) ingredients in the world.
Abel launched it’s first fragrance in 2013. Five years on and with a growing team and fan base, they bring the world’s cities a selection of natural perfumes that are modern, completely unisex and long lasting (no compromises). ABEL believes in the power and beauty of scent. Its ability to enrich daily life in a way nothing else can. ABEL believes that indulgence doesn’t need to have a negative impact on the earth, its inhabitants, or you.
“The natural aspect of the brand wouldn’t stand a chance if the juice didn’t also smell wonderful. And wonderful it is.” – Huffington Post