Your scent is one of the most unique attributes you carry, and this is something the team at online perfume store Apotheke understands. The brand brings together psychological and emotional approaches to perfumes to create scents that perfectly match your personality. The site’s founder, former fashion editor Jessica Hannan, spent five years researching and selling essential oils, room mists and scented sanitizers out of her window in Neukölln before launching a full line in September 2020. To find your perfect fragrance, all you have to do is complete the eight-step “perfume tarot reading” which asks you about your favorite perfumes of the past, the word associations you have with smells and more intimate questions such as your wants and desires. Once complete, the site will suggest one of four fragrances, all of which are vegan, cruelty-free and made in small batches.
The perfumes are designed in Berlin by Jessica in collaboration with Marie Le Febvre and produced in the French town of Grasse (the perfume capital of the world) using natural oils. The Thinker for example comprises bergamot, cedarwood, fresh cucumber and green tea while The Traveller is a meditative fragrance with notes of almond and coconut accompanied by touches of incense, amber and patchouli. These fresh aromas are intrinsically emotional: as founder Jessican puts it, “to smell is to breathe and to breathe is to meditate.” Me? I got matched up with The Dreamer, a romantic scent with sweet and clean notes of rose which, I am told, is my spirit flower. Your turn next!
Text: Lottie Mac / Photos: Zoe McArthur, Tarot & Label Design: Alex Sullivan, Model: Sung Kim
Apotheke
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