Behind the scenes of Abel, reimagined

Three years ago we asked ourselves "if we were starting Abel again today, with the decade of knowledge and access to today’s innovations we now have, what would we do differently?"

This is the story of how we reimagined everything from the ground up, to arrive at the future of fragrance.

Read on for a behind-the-scenes look, from conception to execution of our high performance formulations and low impact packaging.

The story begins with innovation. Since our inception in 2013, advances in technology have unlocked new molecules in our palette of 100% natural ingredients. In the pursuit of excellence, we reformulated our entire collection, bolstering our scents with the latest in biotech to improve performance.

Founder, Frances, embarked on this project with our Master Perfumer, Isaac, to rework each fragrance. Far from a linear process, increasing the proportion of long-lasting biotech ingredients meant rebalancing each formula as a whole, to ensure it stayed faithful to the original scent profile.

“Our reformulation is a breakthrough in its own right: we've proven that performance doesn't have to mean petrochemicals.” — Frances, Abel founder

We redesigned our outer packaging from a base level of sustainability. Working with industry icons, GF Smith, we designed a custom, 100% recycled paper stock. Made from 40% recycled coffee cups and 60% post-consumer recycled waste, we specified this material down to the last detail, including thickness, size and the custom colour.

“No stone was left unturned. We even designed the paper sheet sized for efficiency, so we could fit the maximum number of boxes per sheet, producing the least waste."

— Frances, Abel founder

Our bespoke bottles are made from 15% recycled glass and feature a removable spray pump, making them kerbside recyclable — a huge step forward for the fragrance industry. Featuring a sandblasted body with gloss top and base, the bottle has our motto always transparent, always intentional, always evolving embossed on the underside.

Our caps are crafted with an innovative, non-plastic, and fully home-compostable material. Made from Vivomer, a cutting-edge biotech material, these caps enzymatically break down over 20 weeks when returned to nature, leaving no trace.

Shot by Ana Kraš in Paris, the campaign to bring our new collection to life captured the intimacy of the ordinary, a day in the life.

In our quest to remove fossil fuels from fragrance, we’ve created a new collection that’s boldly recognisable, 37% stronger and lower impact than ever before, setting a benchmark for sustainability.

Now available in select stockists globally, shop Abel, reimagined at Printemps New York, Liberty London, Dover Street Market Paris, SKINS NL, Storm Copenhagen, Isetan Tokyo and Artifacts Taiwan.

The future of fragrance is here: it’s high performing, low impact, and proudly 0% petrochemical.

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