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If there is something that unites The New Society with other brands, it is the values, the philosophy and the way of understanding life and consumption. That's how we discovered the Abel Odor perfume brand, the first perfume collection that come from Amsterdam. An exclusive collection based on natural ingredients and long lasting on the skin, just like our garments.

Quality, sustainability and aesthetics always go hand in hand in both The New Society and Abel Odor. 

Our goal with this collaboration is that each of our collections acquire a unique scent and awaken in our customers this sense, an experience rarely comparable.

Keep reading!  


Founded by New Zealander Frances Shoemack in Amsterdam in 2013 when she was unable to find a natural perfume that was chic, modern and long lasting.

From day one, the brand had a clear mission; to inspire positive change by making the world’s best natural perfume, without compromising on ethics or aesthetics. Working with Australasia’s only Master Perfumer, Sao Paulo based Isaac Sinclair, Abel sets itself apart in its use of the latest natural science and its relentless pushing at the intersection of sustainability and minimalist luxury.

Now based in Wellington, New Zealand, Abel creates a collection of unisex scents that are 100% plant derived, biodegradable and vegan. Their fragrances are available through a select network of stockists worldwide and at


How is your parfums’s creation process?

To create this industry disruptor, Shoemack reached out to New Zealander and Australasia’s only Master Perfumer, Isaac Sinclair trained in Paris and Milan and is now based in Sao Paulo. We also work with Isaac’s wife, French perfumer Fanny Grau. Fanny created Nurture for us and we’re also working on another exciting new scent too (can't wait to share more).

Together, the two set out to prove to the world you could have a natural perfume without compromises and use the best natural science, a precision approach and working with the best suppliers in the world. The development process has always taken a long time for us.

Space isn’t necessarily a bad thing; it gives the scent time to ruminate. Until this year we’ve continued all our production lines with our long term (awesome, female-owned) production partner in the Netherlands. 

We are still working with this partner - from a sustainability perspective, it makes sense to have production close to our (almost exclusively) northern hemisphere market. But, we’re also doing our own in-house production in our new Fabriek (factory) in Wellington - very exciting.



100% Natural Eau De Parfum

Every single ingredient, in every one of our perfumes, started its life as a plant and is readily biodegradable back into our ecosystem. Our fragrances are made entirely of essential oils, extracts and plant derived scent molecules in a base of organically certified, food grade grain alcohol. That’s it. We believe in full transparency and as such, you can read our full ingredients and origins list for each fragrance here and more on the lack of transparency in the fragrance industry here.

We choose natural ingredients for their olfactory beauty and their therapeutic, mood enhancing qualities. Alongside these positive reasons for choosing natural plant derived ingredients are tangible reasons we don’t use synthetic fragrance molecules derived from fossil fuels – a nonrenewable resource that pollutes water and air, as well as having links to several health concerns. You can read more on this choice here.


We Care, Here is how:

-   100% natural, biodegradable & renewable materials

-   100% cruelty free, ethically sourced and vegan

-   100% female-owned and operated 

-   1% (of revenue) for the planet


And in the same way and due to the humanitarian crisis that Ukraine is experiencing, 10% of our profits will be donated to United Help Ukraine and Voice of Children organizations to support the cause and do our bit. Because together we can fight for a better, more equal and more sustainable world. Your purchase can help these people.