Cult Gaia Enters Its Beauty Era

Cult Gaia, the Los Angeles-based clothing and accessories brand, is venturing into fine fragrances with the launch of three luxurious scents.

Known for its unique, architectural designs—regarded by many as Objets d’Art—Cult Gaia has evolved from an accessory brand into a comprehensive lifestyle brand since its inception in 2012. As the go-to brand for fashion girls globally, Cult Gaia remains dedicated to its ethos of crafting beautiful yet functional heirloom designs, a philosophy now embodied in the brand’s new fragrances.

The three fragrances—Mast, Zan, and Noor—are named after Farsi words to honour the Persian heritage of founder and creative director Jasmin Larian Hekmat. Developed over two years, these scents strike a delicate balance of contrasts, featuring an interplay of opposite notes that reflect the complexity of nature—a continual source of inspiration for Cult Gaia.

As is typical for Cult Gaia, the scents are encased in bottles that reflect modern artistry. Designed with translucent glass, elegantly curved shapes, and unique marble caps, these bottles distinguish themselves in a market saturated with similar-looking scents. This design philosophy not only underscores the brand’s heritage of architectural beauty but also enhances the sensory experience of the fragrances themselves.

“The way I feel about great pieces, is the same way I feel about scent, it’s the fifth layer and enhances every moment,” says Cult Gaia founder and creative director, Jasmin Larian Hekmat. “The same way I want our customers to remember their life moments through our clothes and accessories is what I want them to have with our fragrances. An exclamation point to their core memories, now also enhanced by our fragrances. I love layering all three together.”

Drawing inspiration from the Farsi term for ‘intoxicating ecstasy’, Mast combines notes of sun-ripened Italian bergamot and tropical coconut with the warmth of sweet Brazilian cumaru. These notes are anchored by Haitian vetiver and ambery forest notes, delivering a velvety musk that lingers on the skin.

Paying tribute to Gaia, the goddess of mother earth, Zan features notes of luminous white incense, rich ambrox, and grounding sensual captive musks. These are intertwined with Guatemalan cardamom, warm cedarwood, and ambrette seeds to add subtle spice and earthy soul, while spicy pink pepper provides added intensity.

Representing ‘light’ in Farsi, Noor includes notes of French rose, Haitian vetiver, and smoky black pepper from Madagascar. These notes are joined by calming lavender, geranium, and incense resin to create an olfactory contrast of light and dark.

Each of the three eau de parfums is vegan, cruelty-free, and free from parabens, sulphates, phthalates, BHA, BHT, mineral oils, formaldehydes, and formaldehyde-releasing agents. Containing 25% oil, the fragrances not only nourish the skin but also cling to it for lasting impact.

Each fragrance is priced at £225 ($228) and is now available online via cultgaia.com.