Aesop set to launch new fragrance ahead of Valentine's Day 2025: Release date, price, more explored

Aesop is all set to launch a new fragrance just in time for Valentine's celebrations. The Australian botanical brand is releasing a new floral fragrance, Aurner, for its latest collection on February 10. 2025 is a special year for the brand as it celebrates its 20th anniversary.

Developed by perfumer Céline Barel, the new perfume includes key ingredients of chamomile, cedar, and magnolia leaf. The perfume will be available at Aesop stores and online at $200 for 50 ml.

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All about Aesop's new fragrance ahead of Valentine's Day 2025

The perfume industry has become bigger than ever in the past few years. While the market for designer perfumes has become saturated, niche perfumeries, including Aesop, are upcoming. The brand is launching its newest unisex perfume, Aurner, on February 10, 2025.

Chief perfumer of Aurner, Celine Barel, described the new fragrance and noted that it was a "challenge" to create a floral fragrance that would "broaden the olfactive horizon of the brand."

She added:

“It was really a challenge to create a true floral fragrance that would be genderless and appealing to different cultures across the globe."

In an exclusive interview with WWD, Garance Delaye, who is currently the global brand president, also talked about the complex formulation of the fragrance. She noted that they chose the magnolia leaf due to its complex nature and reported that it adds to the "tension between tenderness and strength." While chamomile has become an underestimated ingredient, the brand harnesses its unique nature. The perfume is also right in time for your Valentine.

For the longest time, floral scents have been associated with women, but the perfume brand challenges conventional boundaries and Celine describes it as 'non-conformist.'

Delaye also noted that "scent" lies at the "heart" of the brand. She described the company's vision and mission and noted:

“What’s very important for us is to preserve the culture and identity of Aesop, but as well to support its growth for the future."

Delaye talked about the company's dream to reach every household while formulating perfumes, like Aurner, that redefine the perfumery world.

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The perfumery world is constantly changing while keeping customers' needs and wants accounted for. Aesop's new perfume, Aurner, challenged creative boundaries and typical notions. According to the brand, a new fragrance is in the making and will be released by the end of the year.

What are your thoughts on the new fragrance? Tell us in the comments below.