our story

Abel was founded by former winemaker, Frances Shoemack, in 2013. Merging the artistry of master perfumers and the science of cutting-edge biotechnology, we create confident, elevated fragrances for those who value authenticity over artifice, depth over simplicity.

With nature as our only palette, we’re inventive and daring in our use of ingredients and in our creative direction. Each scent is truly unique and impossible to replicate.

Our bold vision to formulate distinctive, contemporary scents using only 100% natural ingredients is a blueprint for the future of fragrance.

Always intentional. Always transparent. Always evolving.

“Abel leads a shift in fragrance, with unwavering transparency; through biotechnology, master perfumers and 100% natural ingredients.”

our master perfumer

Isaac Sinclair

New Zealand’s only Master Perfumer, Paris based Isaac Sinclair became Shoemack's first ally in the quest to disrupt an industry that didn't believe natural perfume could be chic, contemporary, or stand up alongside the world's best.

Isaac studied and practiced perfumery for most of his life before he gained the status of Master Perfumer, undergoing rigorous training to recognise thousands of specific scents, and gain a deep understanding of fragrance chemistry.

“When we started Abel, I had to work from scratch. All the rules of traditional perfumery didn’t apply. We never had natural fruit in perfumery before, just different molecules that ended up smelling like passionfruit. Now, we have the real thing and the advancements to make it.” — Isaac

OUR PERFUMER

Dr Fanny Grau

French perfumer Dr Fanny Grau became our second ally in the quest to make natural fragrance world-class. With a PhD in chemistry and a background in fine fragrance research and development, Fanny created two of our Eau de Parfums, Nurture and Pause. She has since extended our offering with her development and creation of our 100% natural Room Sprays.

RADICAL FRAGRANCE

100% NATURAL

SCIENCE-LED

MASTER PERFUMERY

100% NATURAL

Since our inception in 2013, we have committed to using only 100% natural ingredients. This ethos has driven our creative process in the use of nature’s palette; unparalleled in beauty and complexity.

SCIENCE-LED

We pioneered the use of innovative, low impact biotechnology, and cutting edge upcycling technology. These precision natural molecules allow us to enhance performance and longevity in our formulas.

MASTER PERFUMERY

Together with our master perfumer Isaac Sinclair and perfumer Dr Fanny Grau we craft scents that push the boundaries of art and science. Every scent has a distinct point of view, is impossible to replicate and deeply personal to wear.