Abel is the happy by-product of founder, and former winemaker, Frances Shoemack’s failed search for a truly beautiful, all natural perfume.
“It surprised me that while I could get my hands on incredible luxurious natural skincare and make up, when it came to perfume, this just didn’t exist.” – Frances
The more she learnt about the petrochemical-based industry and the toll it takes on not only us, but the environment, the more she realised that this was something she needed to do.
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.
“Naturals have an (often misguided) reputation for being simple, subtle and organic smelling. As in any creative pursuit, there comes a time when you find yourself wanting to push the boundaries, to see if you can play right at the edges and surprise everyone.” – Isaac