Chances are, you already know about the game-changing skincare line, The Ordinary, whose affordable yet high tech products were launched by DECIEM in 2016. In fact, you probably already have an abundance of little see-through bottles of things you can't pronounce in your cabinet.
What you might not know about, however, is DECIEM founder Brandon Truaxe's newest beauty venture: fragrance.
Conceptual fragrances are hot right now, from 'You' (a fragrance where your skin is the main ingredient), to the soon-to-be-launched Byredo x Off White collab 'Elevator Music' (a fragrance that smells like of the concept of elevators – hopefully not just metal, stale McDonald's and farts), the beauty world is loving niche perfume.
Brandon Truaxe has jumped on the hype, launching a range of intriguing sounding scents, under new brand Avestan, that we can't quite put our finger on (what exactly does a 'Tent in Tanzania' smell like?).
Avestan will be an exploration of 'unfamiliar scents', doing away with lavender and rose, and instead taking us on a journey of notes such as 'clays, stems, saps, places and moments'. He gained inspiration for the line on a trip to Morocco's Atlas Mountains, where he smelt things such as 'concrete corridors' and 'architectural copper' and decided they needed to be made into perfume format. And if his work at The Ordinary is anything to go by, we trust him 100%.
But it's not just perfumes Truaxe is dabbling in, he's also launching candles, body products and a 'paper fragrance' (yup! paper fragrance – super useful, if you're a girl in a 90's movie, writing a love letter to your long-distance boyfriend) called 'Printer's Ink'. And obviously, even if you can't quite figure out what the 'Roofs of Beni Isguen' will smell like, you're still going to want a bottle on your vanity.
Continuing with DECIEM's clean and aesthetically pleasing packaging legacy, the scents all come in oh-so-Instagrammable bottles, perfect to recreate those 'Swedish minimalist' feeds.
Sources close to DECIEM tell us that this is Truaxe's personal project, so there aren't any release details yet. But that's cool, as long as I eventually get to find out what a 'Tannery in Tuscany' smells like, I'll be content.
In the meantime, you can browse the website , and we'll let you know as soon as we have a release date.