Ariella Appelbaum started har gender neutral and clean fragrance company in Miami in 2018. Since then, her perfumes were included in the launch collection at the COS concept store at Coal Drops Yard in London, a curated space which quickly became a destination for art, design and experience.
“Everything we do is stripped back to the barest essentials,” says Appelbaum. “We bring the perfumers to the front,” she adds. “Most of the time, these perfumers are asked to follow strict brand briefs when creating a perfume, trying to recreate a vision dictated by consumer trends and marketing dictations. We did not dictate the perfumes, but rather gave the perfumers creative freedom. We also did not impose budgetary restrictions, which gave them more freedom when choosing their ingredients.” Talk about defining fragrance on your terms.