All about: Abel Odor’s very special Mother’s Day initiative

Originally conceived as part of collaboration between renowned organic childrenswear brand Gray Label and natural perfume house Abel Odor, the heavenly NURTURE was originally designed as a scent for new mothers, but was relaunched last year as a fragrance there to bring a sense of stillness and calm to all. I, for one, rely on NURTURE in times of chaos or turmoil, as well as to anchor a lazy Sunday when rest is most definitely a non-negotiable.
A natural and grounding perfume with the sort of therapeutic healing properties we all need right now; NURTURE’s make up includes calming rose, energising orange blossom, ginger for its anti-nausea properties and sandalwood for grounding. Originally developed for mothers by mothers - Gray Label founder Emily Gray, Abel Odor founder Frances Shoemack, and perfumer Dr Fanny Grau - the scent gained unexpected popularity amongst a broad range of people at all life stages, and is now gleefully acknowledged as such. A new 100ml bottle was also added to the size range last year, making for the perfect gift for expectant mothers, mothers, and others.
“NURTURE wearers are devoted fans not just because of its therapeutic properties which transcend beyond motherhood, but also because it is a beautiful, sophisticated scent,” says Abel Odor Founder, Frances Shoemack, who created the brand in Amsterdam in 2013. Abel Odor's mission is to inspire positive change by making the world's best natural perfume, without compromising on ethics or aesthetics, and its legions of fans around the globe are testament to its success in achieving exactly that.

Now based in Wellington, Abel is running a Mother's Day gift with purchase promotion from 21st April - 7th May. All purchases of NURTURE will receive a copy of Motherhood, a beautiful memoir by Carolijn Braeken, while stocks last. A beautiful and personal book about the first year of motherhood, it is the perfect gift for the mother or mother figure in your life, and destined to be treasured for years to come.
Abel creates a collection of unisex scents that are 100 per cent plant derived, biodegradable and vegan. Their fragrances - including NURTURE - are available through a select network of stockists worldwide and at

Main image by Mustafa Omar on Unsplash


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