modern, natural fragrance

We believe in the power and beauty of 100% natural scents and their ability to enrich daily life in a way nothing else can.

Because we owe it to nature, and it’s important in everything we do, we’re conscious of the impact of our creation and consumption.

Our fragrances are made from natural, plant-derived ingredients that are readily biodegradable in our ecosystem. All of our products are vegan and cruelty free with all ingredients ethically sourced. We believe in complete ingredient transparency and provide a full list of ingredients in all our fragrances.

A perfume shouldn’t overwhelm a room and a brand shouldn’t overwhelm the planet. We create with intention, not excess, with one eye always on excellence and integrity over the demand for ‘stuff.’

our story

Abel is the happy by-product of founder, and former winemaker, Frances Shoemack's failed search for a truly beautiful, all natural perfume.

"It surprised me that while I could get my hands on incredible luxurious natural skincare and make up, when it came to perfume, this just didn’t exist." - Frances.

The more she learnt about the petrochemical-based industry and the toll it takes on not only us, but the environment, the more she realised that this was something she needed to do.

master perfumer

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

one in one out

At Abel we are extremely intentional about everything we do and restrain from introducing surplus products into the world. This is why we implemented a 'one in one out' policy in our core collection. Removing a fragrance from the collection to make way for something new ensures excellence and a continually improving collection.

fsc compostable packaging

If you don’t want to use your beautiful Abel boxes for another purpose, you can place the entire container in paper recycling or home compost. Our FSC-certified paper comes from regenerative forests sympathetic to indigenous sacred sites where the forest owner is required to employ local workers, provide training, safety equipment and a fair salary.

plant dyes and inks

Chemical dyes pollute waters (and thus our food chains) and pose health threats to those who work around them. We use only vegetable dyes and soy ink in our packaging. These natural alternatives are less toxic throughout the supply chain, from the factories and people working in them to the recycling or composting of your used packaging at home, where plant-derived natural inks and dyes are readily biodegradable.

vegan and cruelty free

The entire Abel collection is Vegan Society certified. This means all of our products and 100% of the ingredients used have been independently verified as containing no animal ingredients or by-products throughout the manufacturing process, as well as being cruelty-free. We believe beautiful perfume is only made without harm to animals, ourselves, or our planet.