Introducing Aeir, a Bioengineered Luxury Fragrance Brand Built by Tesla Alums – WWD

Aeir, a new luxurious perfume model that joins expertise with sustainability, goals to usher in a new period on the planet of perfume. 

Founded by Jana Bobosikova and Tesla alums Rodrigo Caula and Enrico Pietra, Aeir launches its Mini Fragrance Discovery Set, $69, on Sept. 29 at Neiman Marcus. 

The discovery set options the model’s 4 debut scents — Wet Stone, Grand Rose, Suede and Virgin Olive — whereas full sizes will observe in October, all encased in refillable aluminum containers and retailing for $120 every.

Rather than extracting pure supplies for the event of its fragrances, Aeir has applied bioengineered formulations that mimic notes the model is attempting to copy, corresponding to palo santo, sandalwood and rose, with out depleting pure sources.

“Trees are purposeful — they’re not there for us to chop them down simply to create [fragrance] oils after which disappear,” stated Caula, noting that sandalwood and palo santo bushes are most ripe for oil extraction upon maturation, which is normally many years into their lifespan. 

“If you consider that within the context of the excessive volumes that these huge fragrance manufacturers are cranking out, they need to be chopping down a lot of bushes to get the pure scent profile they’re after, and these aren’t bushes which might be rising again after one 12 months,” Caula stated. 

Another good thing about Aeir’s artificial, water-free formulations is the model’s means to create scents that in any other case are usually not naturally occurring.

“With Grand Rose, as an illustration, it’s very smoky, very powdery, a little bit dusty, and with the usage of the biosynthetic rose, you begin to carry to life this new profile and this new character that you just wouldn’t usually be capable to create utilizing nature,” Caula stated. 

Virgin Olive melds notes of oak, terracotta and hashish, whereas Suede combines leather-based, bergamot and velvet plum and Wet Stone has a smoky, violet composition. 

The model additionally has a Web3 membership platform referred to as Aeir ID, which shoppers can achieve entry to for a one-time fee of $69. Through the platform shoppers can entry unique drops and create a customized refill schedule. 

“We’ve type of taken a lot of the philosophy of Web3 however type of baked it into a platform that’s very simple to make use of, and doesn’t have these excessive studying curves which might be usually related to Web3,” Caula stated. 

Aeir ID additionally options a “Tap to Collect” function that permits shoppers to “faucet” their telephones utilizing NFC (near-field communication) expertise and accumulate gadgets — whether or not they be product codes, reductions or collectibles — of their Apple Wallet. 

“It’s nearly like a shiny pack of playing cards you get to unlock,” Caula stated of the combination. 

While Aeir is solely accessible direct-to-consumer and at Neiman Marcus till the top of the 12 months, the model will launch at Violet Gray at the beginning of 2023, with the model’s founders hinting a variety of different retail partnerships might be on the horizon.

“We imagine the following 100 years of perfume shall be outlined by this method, and Aeir is the primary firm to go on the market and show that there’s a higher method to create luxurious perfume,” Bobosikova stated. 

The model’s founders estimate Aeir will do $5 million in first-year gross sales, and upward of $30 million throughout its second 12 months in the marketplace. While the model is specializing in perfume in the meanwhile, its final purpose is to carry its ethos to a number of completely different arenas. 

“We think about Aeir as being the following luxurious model for a new technology,” Caula stated. “The ecosystem of merchandise that may match inside our model, our method to our carbon footprint, biochemistry and all these completely different touchpoints will finally develop all through completely different classes.”

https://wwd.com/beauty-industry-news/beauty-features/introducing-aeir-a-bioengineered-luxury-fragrance-brand-built-by-tesla-alums-1235340564/

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