Frances Shoemack, Abel

After a failed search for a natural perfume that was chic, modern and long-lasting, Frances Shoemack decided to do something about it. In 2012, she founded Abel, her own perfume company based Amsterdam. What started as frustration turned quickly into a mission to create the world’s best natural perfume. Her holistic business philosophy doesn’t stop at 100% natural ingredients but also guides the way she runs the company. Together with master perfumer Isaac Sinclair, a growing team and fan base, Abel challenges the status quo in the industry. Hear how Frances built a fragrance brand (without external funding) that changes the way the ‘world’ thinks about natural perfume.