ONE IN, NONE OUT
Our One In, One Out philosophy is changing. No longer will we remove a fragrance from our collection when introducing a new one.
Initially intended to encourage excellence, the ethos dictated that each new addition to our Eau de Parfum collection must achieve the highest standard to deserve us farewelling an existing favourite. But this came with a tradeoff: it meant discontinuing an important part of people’s identity.
“Fragrance becomes an extension of yourself. It’s deeply personal and emotive. When we discontinued Grey Labdanum, we had a customer reach out to us to purchase a stockpile of 40 bottles, so it really is something people hold dear. We still get emails to this day about scents that were discontinued more than six years ago.”
— Frances Shoemack, Abel Founder
With ingredient innovations, cutting edge biotech and upcycling technology, our new generation of fragrances is high performing and stands up against the best. This means there is no longer a need to ‘kill a darling.’
We will continue in our pursuit of excellence, offering distinctive scents with a focus on low impact, 100% natural ingredients. Our vision for the future is to lead a shift in fragrance and to untether the industry from its petrochemical reliance.
Always intentional. Always transparent. Always evolving. Now with a collection that’s here to stay.
