I’ve always been captivated by the power of scents. They have a remarkable ability to connect us with specific moments, cherished memories, and the people we hold dear. Each fragrance tells a story, marking chapters in our lives and serving as a gateway to treasured experiences. When we encounter a particular scent, it can instantly transport us back to a specific moment in time. The smell of blooming flowers may evoke memories of carefree childhood summers spent in a garden, while a whiff of warm vanilla might bring back memories of a warm hug from a loved one. These scents have the extraordinary ability to elicit vivid recollections, allowing us to relive cherished moments and profoundly connect with our past. But can our favorite bottled scents align with our values?
The perfume industry has long been associated with elegance, allure, and luxury, captivating our senses with its exquisite fragrances. However, beneath the surface lies a darker side to this glamorous world – the cruel and unsustainable practices that have long plagued the industry. From animal testing to the use of animal-derived ingredients and the generation of excessive waste, the perfume industry has been in dire need of a transformative force. And that’s where AEMIUM steps in: this new luxury vegan and natural perfume brand raises the bar in the perfume industry. AEMIUM’s commitment to ethics and sustainability is evident in every aspect of their business, from the ingredients they use to the packaging they choose. Before exploring the brand further, let’s take a closer look at the reality of the perfume industry today.
The Cruelty and Unsustainability of the Perfume Industry
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- Many perfumes are still tested on animals. No living being should endure unnecessary harm in the name of beauty. However, traditional perfumes have historically relied on animal testing to evaluate the safety and effectiveness of their products. Countless animals, including rabbits, guinea pigs, and mice, have been subjected to painful experiments, enduring chemical exposure and suffering.
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- Animal-Derived Ingredients. Many perfumes incorporate ingredients derived from animals, such as musk, civet, and ambergris. These ingredients are obtained through processes that involve the exploitation and harm of animals.
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- Excessive Waste and Non-Recyclable Packaging. The perfume industry has been notorious for its excessive packaging, often incorporating non-recyclable materials that contribute to environmental degradation. Elaborate and wasteful packaging, such as heavy glass bottles, non-biodegradable boxes, excessive plastic wrapping, and non-recyclable caps, results in a significant ecological footprint and a growing accumulation of waste in landfills.
Toxic Ingredients and Lack of Transparency. In addition to animal testing and excessive waste, the perfume industry has faced scrutiny for the use of potentially harmful ingredients and a lack of transparency regarding their composition. Many perfumes contain synthetic chemicals that can have adverse effects on human health and the environment. These chemicals, such as phthalates, parabens, and petrochemicals, have raised concerns due to their potential endocrine-disrupting properties and environmental persistence. Moreover, the lack of transparency in disclosing the complete list of ingredients hinders consumers’ ability to make informed choices and raises questions about the safety and sustainability of fragrances.
Introducing AEMIUM: The Next Generation of Luxury Perfumes
AEMIUM, a French luxury natural perfume house, embodies a vision of natural luxury, sustainable design, and ethical principles. Founded in 2020 by Emmanuel Roche, AEMIUM disrupts the industry with its unwavering commitment to cruelty-free, vegan, and sustainable practices. Roche’s 15 years of experience in the perfume industry fueled his desire to create a brand that prioritizes the environment and offers customers a guilt-free indulgence.
Ethics and Sustainability at the Core
AEMIUM is more than a perfume brand; it’s a symbol of compassion, ethics, and sustainability. Cruelty-free and vegan, AEMIUM takes a firm stand against animal testing and explicitly states that none of its products or ingredients are tested on animals. This commitment reflects the brand’s deep respect for all living beings and our shared home planet.
But AEMIUM’s dedication to sustainability goes beyond cruelty-free practices. The brand actively minimizes its environmental footprint through innovative packaging solutions. Drawing inspiration from traditional perfume craftsmanship, AEMIUM utilizes materials such as wood, cork, tinted glass, and aluminum for its perfume bottles. By embracing recyclable and reusable packaging, AEMIUM showcases that luxury and sustainability can coexist harmoniously. Designed to be reused, AEMIUM offers perfume refills, allowing you to indulge in their captivating scents while minimizing unnecessary waste. The brand goes a step further by offering perfume refills as well as plastic-free perfume samples, utilizing cork for their samples’ caps to reduce waste and provide consumers with a conscious and luxurious experience. They are the first perfume brand in the world to do so!
Emmanuel Roche, the visionary behind AEMIUM, shares his perspective on the brand’s ethos: “Having worked for 15 years for major groups whose only priority was to sell more and more, to the detriment of nature, I wanted to wake up the perfume world by showing that it was possible to tick all the boxes: in terms of ingredients but also the packaging. In fact, respect for human beings and nature is the greatest asset that ÆMIUM can offer its customers. There should not be any concession on that.”
About the choice of a lightweight bottle for his perfumes, he adds: “We have chosen a very light bottle, half the weight of traditional bottles, without unnecessary glass weight. This decision was made with careful consideration for the environment. Many brands opt for thick glass bottles for aesthetic reasons and to give customers the impression of a luxurious product. However, this practice has a negative impact on the environment in two ways. Firstly, the additional weight requires more materials during the manufacturing process, which contributes to resource consumption and waste. Secondly, the heavier bottles require more energy and fuel for transportation throughout the perfume’s life cycle.”
Transparency and Education
AEMIUM believes in complete transparency and strives to educate consumers about the importance of veganism and sustainability in the context of luxury perfumes. Through active communication on social networks and their website, AEMIUM shares comprehensive information about their fragrance compositions and the origin of their ethically-sourced ingredients. This commitment to transparency empowers consumers to make informed choices, fostering a deeper understanding of the brand’s values and their impact on the environment and their health.
Each AEMIUM fragrance is carefully formulated with four ingredients: 7-17% natural perfume extracts sourced from Greece, 74% French organic wheat alcohol, a small amount of water for balance, and a touch of French vitamin E for antioxidants. These precise formulations ensure a unique and captivating olfactory experience.
“THE RICHNESS OF BEING NATURAL, IT’S LESS MARKETING AND MORE AUTHENTICITY”
– Emmanuel Roche, Founder of AEMIUM
AEMIUM: Shaping the Future of Fragrance
AEMIUM not only leads by example but also actively influences the broader fragrance industry to adopt kinder, just, and sustainable practices. Emmanuel Roche affirms, “We’ve always seen ourselves as the little brand that upsets the big boys by proving that, with very little money, we can really do a lot better!” AEMIUM’s dedication to eco-design challenges established brands and urges them to reassess their practices. By pushing boundaries and raising the bar, AEMIUM paves the way for a more responsible and sustainable fragrance industry.
Looking Ahead: A Fragrant Journey of Compassion and Luxury
AEMIUM’s commitment to veganism and sustainability is unwavering. The brand aims to expand its range with equally clean and sustainable products, continuously seeking improvements in its existing offerings. From reducing the weight of their wooden boxes to exploring new avenues of innovation, AEMIUM remains dedicated to pushing the boundaries of luxury and sustainability. It is more than a perfume brand; it’s a testament to the transformative power of compassion and sustainability. By choosing AEMIUM, you indulge in luxurious fragrances that align with your values and contribute to a better future for our planet.
AEMIUM Fragrance Review: Elixiris & Innocence in a Scent
I had the pleasure of trying all AEMIUM perfumes through their lovely discovery set, through which I got to discover two of my favorite scents from the brand. I really like how AEMIUM’s founder added a personal description along with some feelings and keywords to try and express the perfumes through words. ‘Elixiris’ and ‘Innocence in a Scent’ are my personal favorites: They are both so uniquely captivating to the senses. Let me take you on a fragrant journey through these exquisite scents.
Elixiris : Elegance, Assurance, Charm
Elixiris is a fragrance that exudes elegance, assurance, and charm. The perfumer’s skillful blend of iris, almond, and heliotrope creates an elixir of nobility that remains humble and approachable. As I first sprayed Elixiris, the fruity notes of raspberry and the freshness of bergamot danced delicately with creamy almond, creating a beautifully balanced opening, which definitely made me fall for this perfume. The heart of the fragrance revealed a lush bouquet of heliotrope, Moroccan iris butter, and rose, showcasing the perfumer’s artistry. As the scent settled, a warm base emerged, embracing me with hints of vanilla, Indonesian patchouli, and cedarwood. Elixiris is a true embodiment of elegance and a testament to AEMIUM’s commitment to luxurious, natural ingredients. It is a truly unique scent, and you would fall for it if you enjoy oriental, fruity, powdery aromas.
Innocence in a Scent: Happiness, Innocence, Comfort
Innocence in a Scent is a fragrance that celebrates happiness and innocence, wrapping you in a soft embrace of elegant powdery and floral notes. The opening notes of bergamot and creamy almond instantly lifted my spirits, while the fruity accents of peach and pink berries added a playful touch. The heart of the fragrance revealed a beautiful blend of powder, Moroccan iris butter, and coconut, creating a delightful and comforting floral experience. As the scent settled, a sensual trail of ambrette seeds emerged, infusing the composition with a touch of allure. The warm base notes of vanilla, tonka bean, precious sandalwood, and cedarwood added a sense of grounding and completeness to this soothing fragrance. Innocence in a Scent is a gentle reminder of life’s simple joys and a perfect companion for moments of tranquility. If you’re looking for a clean, floral, elegant, and feminine perfume that smells like you just got out of the shower, this is the perfect choice for you.
Both fragrances embody the artistry and dedication that AEMIUM infuses into each creation. The brand’s commitment to using natural ingredients shines through in the meticulous blending of each note. With Elixiris and Innocence in a Scent, AEMIUM has proven that luxury perfumes can be both ethically crafted and beautifully aromatic. Whether you seek elegance and charm or happiness and comfort, AEMIUM’s fragrances will transport you to a world of olfactory delight.
In the words of Emmanuel Roche, the founder of AEMIUM, “The quality of the raw materials and respect for the environment are the greatest assets that ÆMIUM can offer its customers.” With every spritz, AEMIUM embraces sustainability, ethical practices, and the power of natural and kind luxury.
To learn more about AEMIUM and to purchase their perfumes, please visit their website at AEMIUM.COM
Do you have any questions about the brand? Please leave them below.
Until next time,
Noa
AEMIUM is a breath of fresh air in the world of luxury perfumes. Their commitment to being both vegan and environmentally conscious is truly commendable. It’s inspiring to see a brand that not only offers luxurious fragrances but also aligns with values that are good for our well-being and the planet. The fusion of ethical choices with luxury is a powerful concept, and AEMIUM seems to have mastered it beautifully. From the carefully curated scents to the sustainable packaging, every aspect of their approach reflects a genuine dedication to making a positive impact. It’s wonderful to know that we can indulge in luxurious fragrances while contributing to a more sustainable future. AEMIUM is a shining example of how innovation and responsibility can go hand in hand. 🌿🌸🌎
Great review! I got innocence in a scent as your description of it sounded amazing – it was a blind purchase and I am super happy with it.