The Ordinary founder is working on a fragrance line and we're in love already

It's set to be a game-changer.

06 Mar 2018

Fragrance aficionados, brace yourselves, because we have major beauty news.

Deciem founder, Brandon Truaxe, the visionary behind skincare brands The Ordinary and Niod, is working on a fragrance line. And if it's anything like the cult skincare, it's pretty much guaranteed to be a game-changer.

And, of course, the concept goes against the fragrance norm.

'Avestan is an embodiment of pleasing unfamiliarity,' explains Brandon. 'It is a deviation from familiar notes that move us through the past. It is an exploration of the untried. It is a departure from lavender and rose to an unfulfilled journey of unfamiliar places and moments.'

His inspiration struck on a trip to Morocco's Atlas Mountains where he sniffed new aromas that he describes as 'decidedly unworthy of much admiration in the world of aromas, but equally intriguing.' Think clay vats filled with argan oil and the earthy scents of village life.

Other aromas, which are packed into an Eau De Parfum, candles, body products and a fragrance for paper (we never knew we needed one but we're into it), include printer ink, concrete corridors and the architectural copper details.

With a website already live, is a secret hiding in plain site where you can ogle your soon-to-be, new favourite scents. Deciem can't confirm when we'll be able to shop the scents, or if the line-up is complete, but in the meantime we'll keep hitting refresh and be sure to let you know when we get first whiff.