Sustainability is this season’s best accessory. Everyone from high-end designers to bespoke jewelers and skincare companies are clamoring to adopt more eco-conscious practices, meeting customer demand in a world that’s increasingly concerned with the future of our planet.
But have you ever thought about the sustainability of your favorite fragrance?
Aeir is a new luxury lifestyle brand based in Venice Beach, CA., specifically founded to address these green living concerns. It proudly launches its first official product: a cutting-edge fragrance line formulated with new technologies to create a low carbon footprint and update existing fragrance extraction practices.
Co-founders Rodrigo Caula, Enrico Pietra and Jana Bobosikova come to this moment with years of experience in the luxury industry, having worked on Tesla’s Sustainability and Biomaterials Strategy; Yeezy’s Innovation and Future Lab Direction; and LVMH’s first Web3 launch with Rimowa.
It's their unifying intention to merge modern technology with luxury products that makes Aeir unique.
“We wanted to flip the codes of luxury on their head,” says co-founder Caula, “by removing the finite resources and decimation of rare botanicals that are often at the heart of luxury—its exclusivity—and build a fully sustainable, ultimately carbon negative future of luxury.”
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The first result? An Extrait Molecular de Parfum collection designed with bio-engineered formulas and a focus on going full zero-waste.
Rather than farming and extracting scents from botanical materials (like roses, saffron or cedarwood), Aeir developed a means to replicate the world’s most alluring fragrances at the molecular level.
By taking one molecule from a botanical source and duplicating it over and over again, Aeir is able to create a long-lasting rose fragrance without cutting down any living flowers. It’s a process similar to lab-grown diamonds.
Aeir products are then cased and shipped in sustainable and refillable packaging made from anodized aluminum, completing the sustainable life-cycle from production to enjoyment.
“Not only does this cut down on carbon emissions in production,” Caula says, “but aluminum is three times lighter than glass, which reduces shipping costs and overall carbon footprint. We also have a take-back program, to encourage our customers to recycle the packaging in the most sustainable way possible. ”
The fragrance collection makes its debut with four signature scents, available via the Aeir Mini Fragrance Discovery Kit. The set comes with travel-sized bottles of each: Wet Stone, Grand Rose, Suede and Virgin Olive.
The fragrances are all different in their notes and tones. Wet Stone is Earthy with notes of ambergris. Grand Rose is delicate and floral with notes of rhubarb and cedarwood. Suede is cozier, featuring notes of cashmere and saffron; while Virgin Olive is reminiscent of a Mediterranean garden with notes of vetiver and bergamot.
“We launched with fragrance, because it’s the most emotional touchpoint and universal in a lot of ways,” Caula says. “We’ve always been in the wellness space and are huge fans of fragrance, so it felt really natural.”
The Aeir Mini Fragrance Discovery Kit is available now online and will soon be sold exclusively at Neiman Marcus retailers. Fragrance are also available via Aeir’s ID membership, which is a web3-ready subscription service that allows customers to refill products and view exclusive drops and launches with the swipe of a screen.
This is only the beginning for Aeir, which hopes to extend beyond the world of beauty with sustainable home products and more.
“The brand is set up to be an extraction-less future for beauty, wellness and lifestyle.,” Caula says. “It’s a different approach at every level. Everything was very considered—we developed new materials for the brand, [and] utilized new technology that aims to create a fully closed-loop system. We established how to achieve maximum circularity, and then added the codes of luxury to show that it can be done in a concise way.”