Strict social norms in conservative country lead large numbers of young people to shun closeness and intimate relationships.
“We have this conviction that fine fragrance is like fine wine,” said Owen Mears, the founder of Ffern, a line of perfumes based in London.
That may explain the wait list. The number of spots on the ledger are limited, and once it’s full, you have to wait for a space to open up. The perfumes, created by Francois Robert and Elodie Durande, the company’s “noses”, are released at the equinox and the solstice. Mears, 29, and Cameron, 35, take pains to explain each scent for subscribers who haven’t smelled them.“We have imagined a figure skating through a moonlit landscape of wild ice and frozen forests,” reads the description of the Winter 25 scent on their website.
Most Ffern customers are buying the perfumes based on descriptions and reviews on TikTok, Instagram or the review site Fragrantica. Many of their early memories involve playing in fields of echinacea and lemongrass and in apple orchards. They also had a great-aunt who was a botanist.In 2022, they opened a shop in Soho in London, giving nonsubscribers a chance to experience the fragrances firsthand, and they are thinking of adding a shop in New York.“We never do market research,” Cameron said. “So we didn’t realise rhubarb and quince don’t have the same connotations in the US But we quite like the divisiveness.
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