BACKGROUND
Our story
Frances Shoemack, a former winemaker, defied the odds by successfully launching her first 100% natural fragrance in Amsterdam. This was in 2013, when many believed it wasn’t possible to create a luxury perfume using only natural ingredients.
Frances’ radical thinking and determination convinced fellow conspirator, master perfumer Isaac Sinclair, to join her on this mission. In the decade since, they’ve paved a roadmap for modern, natural fragrances not reliant on harsh petrochemicals.
Today Abel is based in Wellington, New Zealand, with global distribution and worldwide acclaim. Operating across oceans, we create forward-thinking natural fragrances, made in good conscience.
Abel leads the conscious fragrance movement with unwavering transparency; through biotechnology, master perfumers and 100% natural ingredients.
our master perfumer
Isaac Sinclair
Fellow New Zealander, and the region's only Master Perfumer, Paris based Isaac Sinclair became Shoemack's first ally in the quest to disrupt an industry that didn't believe natural perfume could be chic, modern, or stand up alongside the world's best.
Isaac studied and practiced perfumery for most of his life before he gained the status of Master Perfumer, undergoing rigorous training to recognise thousands of specific scents, and gain a deep understanding of fragrance chemistry.
‘When we started Abel, I had to work from scratch. All the rules of traditional perfumery didn’t apply. We never had natural fruit in perfumery before, just different molecules that ended up smelling like passionfruit. Now, we have the real thing and the advancements to make it.’ — Isaac
OUR PERFUMER
Dr Fanny Grau
French perfumer Dr Fanny Grau became our second ally in the quest to make natural fragrance world-class. With a keen interest in the therapeutic qualities of certain ingredients, Fanny created Nurture and Pause — our scents originally created to support emotional wellbeing during pregnancy and peri-menopause. She has since extended our offering with her development and creation of our 100% natural Room Sprays.
With a PhD in chemistry and a background in fine fragrance research and development, Fanny is subverting expectations in an industry dominated by men.