Consumers are interested in natural perfumes but are often disappointed in their results.
Sebastian Signs is attempting to address the problems of natural fragrances — they can be short-lived and simple — with a new collection of four fragrances in the Los Angeles niche fragrance house’s Purusa line of botanically based products. The fragrances are the first to use a new gel technology, made from argan oil by green supplier JKH Ingredients, that was designed to be a natural alternative to petroleum jelly.
“For years, working in the industry, it was challenging making natural fragrances because they don’t last long on the skin. I was always reluctant to make a natural fragrance for myself for that reason,” said Sherri Sebastian, perfumer and owner of Sebastian Signs. Natural carrier oils such as almond or jojoba were the problem, she continued. “When you put them on your skin, they absorb into your skin. So, the fragrance isn’t staying on your skin long,” Sebastian explained, adding, “The gel lasts longer on your skin. It will last for a few hours.”
Priced from $115 to $125 for a 0.5-oz. jar, the four unisex gel fragrances in the Purusa line are Leaf, Root, Seed and Petalum. The scent of each fragrance has ingredients from the part of the plant it is named after. For example, Seed has seed-derived ingredients coriander, cardamom and cumin; Leaf has leaf-derived ingredients petitgrain, violet and buchu. “I wanted something classic with a different twist. I wanted something with appeal — but also not super common,” said Sebastian, speaking about creating the fragrances. “The scents themselves are complex for all-natural blends.”
Because they are in gel form, applying the fragrances isn’t typical. Sebastian instructed that people should dip their fingers lightly into the gel to scoop out a half-pea-size helping of it. She then recommended gliding that amount over forearms rather than putting it on pulse points. “It is to keep the character of the fragrance intact,” she said. In addition to their smell, the gel fragrances have skin-care benefits. They can enhance skin elasticity and smoothness, and boost moisture.
Sebastian believes the gel fragrances will attract two groups of consumers: perfume enthusiasts excited to try a different fragrance concept, and consumers who are cautious about what ingredients they slather on their skin and are looking for natural fragrance options. The Purusa gel fragrances have already launched at MiN New York, Ver Unica in San Francisco and Myrtle in Los Angeles, and Sebastian said her goal is for them to be carried at 50 stores by the end of the year. Industry sources estimate they could generate $300,000 in sales during their first year on the market.
“Most indie fragrance brands focus on scents. A lot of them are doing their own distillations. I don’t see a lot of them focusing on different forms,” said Sebastian. “I have seen the solids and I have seen the sprays, but I haven’t seen them use the gels, so I’m a standout in that respect.”
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews