To The Fairest
To The Fairest is an independent British perfumery that creates luxurious, gender-neutral fragrances inspired by the beauty of nature and the art of storytelling. Their thoughtfully crafted scents, including Eau de Parfums, body oils, and candles, are designed to evoke emotion and elevate everyday rituals, offering a sensory journey that celebrates individuality and elegance.
Rebecca Rose
Founder and Creative Director
How did it all begin?
Through my friendship with Lizzie Ostrom, a brilliant perfume writer. I had spent years developing the concept and fragrance profile for a range of Eau de Parfum and was looking for a cosmetic chemist who could help me bring these ideas to life. Lizzie introduced me to Penny Williams, a creative perfumer, and we have been working together ever since.
What sets your business apart?
To The Fairest is a ‘slow beauty’ brand: not only was the idea of launching a fully-formed wardrobe of scents unrealistic in terms of financing, it also seemed an outdated system of production. Consumer choice – particularly in the beauty industry – can feel overwhelming, and we were not prepared to add to the abundance of new launches without a meaningful offering. With this in mind, To The Fairest creates standalone scents introduced one at a time, in limited quantities. Perfume lovers are hard-wired for deferred gratification – it is part of the olfactory experience! This knowledge gave us the confidence to place long-term objectives and gradual growth at the heart of the business.
What is the concept behind your business or the problem you’re solving?
The name of the brand comes from the words that were inscribed on a golden apple from the Garden of the Hesperides. The apple represented beauty, knowledge and power – qualities claimed by goddesses Athena, Hera and Aphrodite. This classic motif celebrates woman as muse – embodying the arts, imparting wisdom and inspiring creation. Our sophisticated blends lead you into a garden of night-blooming flowers, where time stands still and pleasure reigns. Each fragrance taps into an imagined landscape, inspired by the mysteries of time, literature and love.
What is your brand vision?
To The Fairest will launch three new Eau de Parfum and a Discovery Box in 2022: Aubine – a fresh, modern gardenia with honey fluorescence base notes. Élan Vital – an earthy vetiver composition, with lily of the valley and musk mallow. Oracle – a softly spicy rose, with cardamom and pink pepper.
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