one in - one out

At Abel, when we introduce a new scent into our core collection, we remove an existing perfume from production. It’s a mindful philosophy that prioritises intent, excellence and quality over quantity.

Ever conscious of the excess that overwhelms our planet and us, this principle keeps us honest, committed to only creating something better, more beautiful, and more needed. For each new addition, we must ensure it achieves the highest standard to deserve us farewelling an existing favourite. Sometimes that can mean years pass between new scents. We’re okay with that.

TO US, LESS IS MORE

Time affords us fresh and exciting developments in natural science we can benefit from in scent creation, everything from new biotech to advances in organic ingredients, improving overall impact and sustainability. Learning and growing over time is ever-evolving, especially in perfume.

Together with Master perfumer Isaac Sinclair and perfumer Dr. Fanny Grau, we gain experience as a creative duo and grow deeper roots of understanding, creativity, and collaboration. Ultimately one in, one out gives us space to learn and grow while bettering our craft and elevating our core fragrance collection with each new addition.