Key Takeaways:Abel’s relaunch blends natural, upcycled, and biotech ingredients to reduce environmental impact while elevating performance.The brand has overhauled packaging with home-compostable materials, recycled glass, and local production—cutting box packaging’s carbon footprint by 97%.Backed by $1.5M in funding, Abel is scaling intentionally—refining its retail network, modernizing fragrances, and expanding creative expression.Frances Shoemack, founder of fragrance brand Abel, has long been a champion of the beauty of natural fragrances. With the company’s upcoming relaunch, the way that message is conveyed will take on a new shape and form.The fragrance brand, founded in 2013 in Amsterdam and now headquartered in New Zealand, has championed ingredient transparency and sustainability-minded sourcing from the outset. The new Abel will keep that same heart but is rewiring its approach to formulations, packaging, and retail strategy.“I came into the [fragrance] industry from the wine industry with an eco [perspective]. I didn't have all the experience and reference points that other people had, which was super valuable because it meant that there was no status quo. But that was 15 years ago; so much has changed for what we can do as a business,” Shoemack told BeautyMatter.Three years in the making, the rebranding has been an ambition for the last five to six years. Part of that change includes a larger palette of available natural ingredients, such as passionfruit and tangerine extracts upcycled from the food industry, or biotech-derived ketamber and anisaldehyde.