Deceim has been in the news for all the wrong reasons recently - namely the brand’s co-CEO Nicola Kilner’s departure and founder Brandon Truaxe’s unorthodox approach to social media. However, the umbrella company that includes popular skincare line The Ordinary has just made an announcement that will change their news cycle. Truaxe has launched a nonconformist fragrance label.
Called Avestan, it’s a range of eight Eau de Perfumes. In line with other market disrupters - Comme Des Garcons and Byredo - the scents aren’t traditional (meaning: no floral gardens or sweetly fruity smells present). The brand says, ‘[i]t is a departure from lavender and rose to an unfulfilled journey of unfamiliar notes: clays, stems, saps, places and moments. Avestan is an avant-garde play on nature – one that disallows the mind to identify but creates instead a welcomed occasion to explore’.
Brandon explains: ‘It began in the presence of things decidedly unworthy of much admiration in the world of aromas: coated clay vats filled with argan oil, earthly walls of a typical village abode and the mud that had formed on my bare feet having crossed the river that bordered the township of Asni in the Moroccan Atlas Mountains.’
Each aroma is inspired by a different place. For instance, ‘Printers Ink’ is said to conjure up the scent of paper and luggage from a ‘heritage printer’ in the UK. While ‘A Tannery In Tuscany’ evokes the smells of warm Italian suede, ‘Budapest’ recalls the copper architecture of Hungry’s capital and ‘Roofs Of Beni Isguen’ tries to capture the fragrance of alleyways in the North African town.
All of the fragrances are available as a candle, solid perfume and an Eau de Parfum. Many are also available as a shampoo and conditioner, body wash, body lotion and bubble bath.