Le Joker, by French outfit Art De Parfum, won the gold medal at the London Beauty Awards, 2020. I can see why. A saline, fresh nutmeg aromatic, with facets of star anise, Timur pepper, ambergris and elemi, this is one of those perfumes I would put in in the same category as Eau D’Italie: scents that are magnetizing in their chalky sea air simplicity, yet that wisely eschew the dirty über-niche plugholes of algae and seaweed. Described by the company as a ‘fascinating woody fragrance (cypriol, patchouli, Atlas cedarwood), intertwining fruity spicy notes with powdery notes of makeup and smoky cigarette facets……Le Joker aims to awaken different emotions in different people’. I personally certainly don’t smell the (clown) makeup, but...

The beauty industry’s journey to become sustainable has its consumers to thank for it. We as individuals have the power to demand change and it all begins with our daily routines. So, what’s in yours? As scent is so personal, we emotionally purchase, checking out with the fragrance that connects us to a time, a place or a memory and consequently overlooking any eco-conscious effort. In his book, “How Customers Think: Essential Insights into the Mind of the Market,” Harvard professor Gerald Zaltman states that 95% of purchasing decisions are driven by unconscious urges, the most influential being emotion. But we must do better, and we can, if we actively choose to. What exactly makes a fragrance sustainable? There are...

Here is another green and genderless scent which is also in my article on The Original Copy, Signature Wild by Art de Parfum. "There is such a development after applying this on the skin, it's definitely the most special perfume I have in my collection. First it's more on the spicy, fresh and woody side and then slowly you can smell a creamy and sweeter note, a very aromatic and complex scent. The delicate mixture of ambergris, Peruvian balsam, cinnamon, leather and dried fruits initially has a spicy and woody texture and then develops a soft and subtle creaminess on the warm skin- which isn't there in the beginning, I'm so fascinated by this..." Beside this everything else is also...

We are very proud to be apart of a new series written by Parfumado called 'Female Founders' which highlights a selection of inspiring female perfumers.

We are delighted to announce that we have been shortlisted in the Pure Beauty Awards for the much-coveted nomination for Best New Niche Fragrance with our avant-garde and characterful new scent Le Joker. The Pure Beauty Awards celebrates the best new beauty launches to emerge in the UK market over a 12 month period and the winners will be announced in October 2020.   Launched on 7th July 2020, Le Joker is our 7th fragrance. In numerology, the number seven is symbolic of wisdom and a knowledge that reality is often hidden behind an illusion or behind a mask. For our new perfume therefore, I felt it was time to expand the topical and inspirational boundaries of Art de Parfum as a brand and...