Deciem's New Fragrance Brand Is Proof They Don't Care About Instagram Drama

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In-between stirring up well-documented Internet drama by taking over Deciem's Instagram account and firing co-CEO Nicola Kilner, the Canadian beauty company's CEO, Brandon Truaxe, has found time to quietly add another brand under its umbrella.

Avestan, is Deciem's first venture into fragrance. The brand includes a five category range of scent-based products such as eau de parfum, parfum concentré, candles, "lifestyle" (shampoo, conditioner, body wash, body lotion, and bubble bath), and even "fragrance for paper" called Printer's Ink.

Its name comes from an ancient Iranian language, in which sacred Zoroastrian scripture was written for one of the world's oldest faiths. According to Avestan's website, where the controversial CEO's introduction to the brand is written, it was inspired by Truaxe's travels.

"It began in the presence of things decidedly unworthy of much admiration in the world of aromas: coated clay vats filled with argan oil, earthly walls of a typical village abode and the mud that had formed on my bare feet having crossed the river that bordered the township of Asni in the Moroccan Atlas Mountains. I had been aware of my inner fascination with aromas for years, but it was this moment that caused me to discover the intensity of my absorption," he writes.

"Standing in the almost aroma-neutral abode, I became aware of an aroma. An aroma so faint, yet so intense, that it abridged the argan oil, the clay walls, the mud, the village, the river, the place, the moment—and, most notably yet, an aroma that did not connect me to a distant memory and instead created an elucidation of something unfamiliar."

And finally, Truaxe says, "Avestan is the embodiment of this pleasing unfamiliarity. It is a deviation from familiar notes that move us through the past. It is an exploration of the untried. It is a journey to create new meaning through scents. It is a departure from lavender and rose to an unfulfilled journey of unfamiliar notes: clays, stems, saps, places and moments. Avestan is an avant-garde play on nature—one that disallows the mind to identify but creates instead a welcomed occasion to explore. Welcome to Avestan."

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The products are all offered in the same eight scent options, which range from A Tannery In Tuscany, described as "a sensory summary of tanning suede in a Tuscan afternoon," to Budapest, a "a discovery of copper in Budapest architecture." Despite the very detail descriptions of the scents, the brand's website doesn't offer what notes are included in them. But, just like the rest of Deciem's products, there is a complete list of ingredients for each product.

Considering the recent chatter that Truaxe has created around his company, the low-key approach to Deciem's latest launch is surprising. But, it'll inevitability send fans and skincare-obsessives into a frenzy, too.

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