Abel is the happy by-product of founder, and former winemaker, Frances Shoemack's failed search for a truly beautiful, all natural perfume.
"It surprised me that while I could get my hands on incredible luxurious natural skincare and make up, when it came to perfume, this just didn’t exist." - Frances.
The more she learnt about the petrochemical-based industry and the toll it takes on not only us, but the environment, the more she realised that this was something she needed to do.
Ten years on and Abel’s mission has remained the same - to create the world’s best natural perfume without compromising on ethics or aesthetics.
our master perfumer
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.
"Naturals have an (often misguided) reputation for being simple, subtle and organic smelling. As in any creative pursuit, there comes a time when you find yourself wanting to push the boundaries, to see if you can play right at the edges and surprise everyone." - Isaac
our master perfumer
our modern, natural fragrance
We believe in the power and beauty of 100% natural scents and their ability to enrich daily life in a way nothing else can.
Because we owe it to nature, and it’s important in everything we do, we’re conscious of the impact of our creation and consumption.
Our fragrances are made from natural, plant-derived ingredients that are readily biodegradable in our ecosystem. All of our products are vegan and cruelty free with all ingredients ethically sourced. We believe in complete ingredient transparency and provide a full list of ingredients in all our fragrances here.
A perfume shouldn’t overwhelm a room and a brand shouldn’t overwhelm the planet. We create with intention, not excess, with one eye always on excellence and integrity over the demand for ‘stuff.’