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Abel is the happy by-product of founder, and former winemaker, Frances Shoemack's failed search for a truly beautiful, all natural perfume.  The more she learned about the petrochemical-based industry and the toll it takes on not only us, but the environment, the more she realized 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.

Founded in 2013, Abel has been on a mission to create the world’s best natural perfume without compromising on ethics or aesthetics. Abel fragrances are made from natural, plant-derived ingredients that are readily biodegradable in our ecosystem. All of the products are vegan and cruelty free with all ingredients ethically sourced. Made without petroleum, parabens, phthalates, silicones, artificial dyes, sunscreens or synthetic fragrance. This includes Abel's 100% organic-grain alcohol base.

Abel perfume is a leader in natural biotechnology: at the cutting edge of science in fragrance, building its own scent palette with low carbon, lab-grown molecules derived from plant sugars, bacteria, fungi and yeasts. The fragrance industry has no ingredient labelling regulations, meaning customers don’t know what additives are on their skin. With Abel natural and organic perfume, everything is completely transparent.

Packaging is made of fully FSC-certified papers from regenerative forests and printed with vegetable dyes and inks, they are recyclable and biodegradable. Caps are made using a non petrochemical bio-plastic.