If you’re into skincare and love a solid hour or two on r/skincareaddiction, you’re well across the phenomenon that has been The Ordinary.
https://www.instagram.com/p/Bf4eXmXAa98/?taken-by=deciem
The skincare brand – owned by uber-brand Deciem – has an ethos of providing skincare that works, for a lower price. Basically, you’ll find all the hyped ingredients (retinol, maracuja oil, etc) without the hectic price tags most brands attach to their products that feature those ingredients.
Deciem have a history of brands that land under their company umbrella that gain cult status. Another big hit? Niod, whose copper amino isolate serum frequently comes up on beauty aficionado’s ‘best of’ lists. Basically, the brand has a knack for creating sub-brands that really hit the mark with the current beauty-obsessive audience, offering hard working, science-based products for folks who literally know everything there is to know about beauty.
https://www.instagram.com/p/Bb0B0MlhD2b/?taken-by=deciem
Now, the brand is moving into the fragrance realm, which honestly we could not be more excited about. Given fragrance has taken a turn toward niche scents from smaller brands (think Le Labo, Commodity and Serge Lutens) and sciency “skin” scents like Glossier’s You and Juliette Has A Gun’s Not A Perfume, it makes sense that Deciem branch out into this world.
Avestan is the name of their fragrance brand, which is all about unconventional scents according to founder Brandon Truaxe.
Avestan is…a deviation from familiar notes that move us through the past. It is an exploration of the untried. It is a journey to create new meaning through scents. It 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.
The brand has eau de parfums, parfum concentres, shampoos, conditioners, body wash, lotion, bubble bath and candles in the range, with some scents having all products and some having a few. Basically, if you want you can have your entire routine smelling exactly the same.
A few of the perfumes? There’s A Tannery In Tuscany – which is meant to evoke tanning suede on a summer afternoon:
Tibet, which has the description “a humble selflessness amongst the sands, rocks and gusts of Tibet”:
And ESFĀHĀN, which uses Assam oudh and crushed saffron to get it’s heady scent.
There’s no launch date as yet – just Fall 2018 – and even when there is, it’s likely Australia‘ll have to wait to get our hands on these babies. But given they’re likely to sell like hotcakes we reckon it’s only a matter of time. And there does seem to be a store somewhere in the world, judging by this pic from Brandon’s Instagram.
https://www.instagram.com/p/Bfwb4G-ld7b/?taken-by=btruaxe
Keep your eyes on their site here if you’re as excited as we are.
