Natural Perfume House Abel Relaunches

Since disrupting the fragrance industry with its natural scents over a decade ago, Abel has re-emerged with a complete relaunch that combines biotechnology, refined craftsmanship, and a continued commitment to 100% natural formulations.

The refreshed collection, which launches exclusively at Liberty London in the UK, marks a defining moment for the New Zealand–born brand. Abel has reformulated its entire line, harnessing biotechnology and upcycled ingredients to create fragrances that perform as beautifully as they smell. “Biotechnology is to fragrance what EVs are to the car industry — a renewable solution that removes the need for fossil fuels,” says Frances Shoemack, founder of Abel. “An estimated 95% of fragrance molecules come from fossil fuel-derived petrochemicals. We’re proving fossil fuels in fragrance should be a thing of the past.”

Working with Master Perfumer Isaac Sinclair and Dr. Fanny Grau, the brand has increased its parfum concentration by 37%, resulting in longer-lasting, more defined scents that stay true to their 100% natural roots. “In a world where reformulation means cutting corners, for Abel it means investing more,” Shoemack explains. Sinclair adds, “The scents remain bold, nuanced, and instantly recognisable, but now with even more lasting power.”

The relaunch also introduces a complete packaging overhaul featuring glass bottles made from post-consumer recycled materials, biodegradable caps, and mono-material boxes that have helped the brand reduce its carbon footprint from paper packaging by 96%. “Fully bespoke and boldly recognisable, we’ve completely reimagined our packaging,” says Shoemack.

The brand launches with a collection of nine eaux de parfum, each capturing a distinct mood. Coat Check layers star anise, coffee, and cassis over cacao and tobacco. Pause feels calm and contemplative with violet leaf, grapefruit, and hay absolute. Green Cedar blends magnolia, cardamom, and cedarwood for an earthy balance. Pink Iris adds Sichuan pepper and raspberry leaf to a heart of rose and jasmine. Nurture brings together orange blossom, Bulgarian rose, and sandalwood. Cyan Nori feels beachy-clean with tangerine, peach, and sea-drift nori. Cobalt Amber mixes pink pepper, juniper berry, and leathered amber. Laundry Day channels fresh linens with lime, grass, and passionfruit over vetiver. And The Apartment finishes on a richer note — cherry, rum, jasmine, and creamy vanilla.

Abel’s fragrance collection is now available at Liberty London and online at libertylondon.com, with scents priced at £160 ($220) each. US customers can shop the brand at abelfragrance.com.