The Year Abel Was Reimagined
A New Year Letter from Our Founder, Frances
As this extraordinary year draws to a close, I’ve been taking this moment of stillness, after the Christmas madness and before the new year begins, to reflect on the year that was.
2025 was a year of transformation for Abel, and for me personally. Relaunching our entire collection after more than a decade in business was both exhilarating and terrifying. We set out to rebuild every detail, every formula, every material to make it stronger, more responsible, more Abel, and more of what you, our community, were seeking. In 2025, that dream came to life. Getting there pushed us further than we ever thought possible.
Founder life can look glamorous from the outside (and sometimes it is!), but even after many years, the doubt, the sacrifice, the challenges can feel overwhelming. This relaunch required my team and I to overcome the fear, to embrace the discomfort, and to recognise that real, far reaching change is hard.
We’ve worked side by side with incredible partners including scientists, perfumers and artists who share our vision for what fragrance can be: beautiful, high-performing and rooted in nature, not fossil fuels. Our team poured their hearts into every decision, often late into the night, balancing spreadsheets, photoshoots and scent trials in equal measure. I’ve never been prouder of the creativity, courage and care that runs through this team.
To those of you who’ve been with us since the early days and continue to support our mission, thank you. To those who discovered Abel for the first time this year, welcome. Your messages, your stories and your scent rituals remind us why we do what we do and the possibilities that await as we continue to lead a shift in the fragrance world.
2026 already feels full of possibility: a new chapter, new collaborations, new ways to experience scent and a continued commitment to doing things differently and better.
With gratitude,
Frances
Founder, Abel
