Exploring the Abel Philosophy
We had some questions for Frances Shoemack, the founder of Abel, and her answers offered a thoughtful look into how she understands scent and why she believes fragrance can shape the way a person moves through a day. Her perspective feels closely aligned with the values we hold at Ara’kai.
Some people build a brand to fill a gap. Others build one to express something that has been missing from the world. Frances did both.
Before founding Abel, Frances worked in wine. She learned how location affects aroma and flavor in subtle but powerful ways. How vineyards hold stories. How people connect through sensory experience. Years later that same awareness led her toward a new path. Perfume.
While living in Amsterdam she began noticing that many perfumes felt distant from nature. Even those that appeared natural did not feel connected to real materials once she looked closer. She wanted something refined and modern yet built from living ingredients rather than synthetic shortcuts.
She shared the moment that shaped the direction of Abel. “It was when I began searching for a perfume that felt aligned with my values and could not find anything that was both natural and truly elevated. Luxury at the time felt static and synthetic. It felt disconnected from nature and from humanity. I became fixated on redefining what natural fragrance could be when guided by science and experts. And what luxurious could mean when guided by nature and curiosity not petrochemicals or conventions. That moment set the course for building Abel’s vision of modern responsible luxury.”
She named the brand after the Latin word for breath. The name reflects her belief that scent should feel alive on the skin. She partnered with perfumer Isaac Sinclair who also came from New Zealand. Together they worked to create scents that were fully plant derived yet complex and long lasting.
Her earlier years in winemaking remain present in her work. “Winemaking trained my nose long before perfumery did. It taught me to think about aroma as something alive and evolving. It also gave me a deep respect for raw materials and for working within nature’s boundaries. There is a shared language between wine and fragrance. Structure and balance and memory and emotion. It is a foundation I draw on every day.”
This sensitivity is visible in Abel’s collection. Cyan Nori carries the brightness of sea air. Pause was created to support women through hormonal change. Each scent has a calm and layered presence on the skin.
Frances sees fragrance as a ritual rather than a finishing touch. “For me fragrance is one of life’s small luxuries. It is a moment to pause and breathe and come into the day with intention. I spray Cyan Nori most mornings for its bright and briny energy that snaps me into focus. Fragrance punctuates my day emotionally not just aesthetically.”
Many assume natural perfumery is limited or simple. Frances explained why Abel takes the opposite direction. “When I started Abel our palette was limited to essential oils and absolutes. Today biotechnology and natural isolates and upcycled ingredients allow us to work with far more precision and depth while remaining fully natural. Working with our master perfumers Isaac Sinclair and Dr Fanny Grau we build every formula from the ground up. We lean into what makes naturals special. Their evolution on skin and their connection to the wearer. We use innovative tools to support performance and complexity. It is a balance of art and nature and science.”
This approach reflects the same values we hold at Ara’kai. We believe rituals are not about adding more to life but about paying attention to what is already present. A slow morning. The feeling of skincare settling. A breath that resets the mind. Scent moves in this same quiet way.
When we experienced Abel for the first time we were struck by its sincerity. The bottles feel calm and architectural. The scents unfold naturally. Nothing feels unnecessary. Frances makes choices that respect the wearer and the environment that produces each ingredient.
She also explained that sustainability must be a foundation rather than a message. Abel works with plant based and biotech ingredients that are renewable and ethically sourced. The brand avoids excess packaging and focuses on purposeful production. The aim is refinement not rapid expansion.
Her way of working mirrors how we grow at Ara’kai. We move with intention. We value clarity and presence. We trust simplicity when it feels true.
When we asked what she hopes someone feels when wearing Abel she responded with honesty. “I hope they feel completely themselves. Our fragrances have strong points of view but they are designed to come alive on the wearer rather than sit on top of them. Whether it is feeling grounded or uplifted or confident or simply present I want Abel to support people in whatever emotional landscape they are moving through. Scent has an unmatched ability to shift mood and mindset. I hope our fragrances offer that quiet but powerful kind of support.”
Her words echo what guides us in our own work. Beauty does not add something external. It brings forward what is already there.
As Abel arrives at Ara’kai we see it as a meeting of shared values. Both shaped by intention. Both rooted in nature and self.
"So happy we're launching together! I've loved Ara'kai from afar." - Frances
When you visit the Ara’kai space take a moment to experience Abel. Let each scent open slowly before choosing the one that feels right. Notice how it settles on the skin. How it softens or deepens as you move.
The scents you will find at Ara'kai:
Cobalt Amber Warm and smooth with a touch of spice.
Pause Quiet and steady with soft herbal notes.
Laundry Day Bright and crisp with a clean sunlit feeling.
Nurture Gentle and comforting with a soft floral warmth.
Cyan Nori Fresh and airy with a delicate marine lift.
Together they offer a range of expressions that move with you throughout the day.
Like any meaningful ritual it reveals itself with time.