BACKGROUND
Our story
Frances Shoemack, a former winemaker, defied the odds by successfully launching her first 100% natural fragrance in Amsterdam. This was in 2013, when many believed it wasn’t possible to create a luxury perfume using only natural ingredients.
Frances’ radical thinking and determination convinced fellow conspirator, master perfumer Isaac Sinclair, to join her on this mission. In the decade since, they’ve paved a roadmap for modern, natural fragrances not reliant on harsh petrochemicals.
Today Abel is based in Wellington, New Zealand, with global distribution and worldwide acclaim. Operating across oceans, we create forward-thinking natural fragrances, made in good conscience.
Abel leads the conscious fragrance movement with unwavering ethics; through biotechnology, master perfumery and 100% natural ingredients.
our master perfumer
Isaac Sinclair
Fellow New Zealander, and the region's only Master Perfumer, Paris based Isaac Sinclair became Shoemack's first ally in the quest to disrupt an industry that didn't believe natural perfume could be chic, modern, or stand up alongside the world's best.
"Naturals have an (often misguided) reputation for being simple, subtle and organic smelling. As in any creative pursuit, there comes a time when you find yourself wanting to push the boundaries, to see if you can play right at the edges and surprise everyone." - Isaac