New Aura – Eau de Parfum – 30ml

Aaron Terence Hughes launched his eponymous fragrance brand in 2019 with the vision of creating bold, boundary-crossing scents that reflect his distinctive personality and craftsmanship. Aaron has always loved perfumery and spent his early pocket money on essential oils. Growing up on a flower farm in Cornwall had a wonderful effect on his sense of smell. He would crush flowers directly on his arm and was fascinated by the separation of the floral components as his skin warmed up. He started his brand with a background in biochemistry and a passion for tattoo art, which has greatly influenced his aesthetic. The perfumes are characterized by their unadulterated intensity, innovative compositions, and high concentrations of Extrait de Parfum, making them long-lasting and powerful. One of the core values of the brand is transparency. Hughes is known for his openness regarding the ingredients he uses, the ethical sourcing of materials, and the creative process behind each fragrance. He is passionately committed to ethical principles and feels a strong connection to the world he lives in. His fragrances are cruelty-free and mostly vegan - in a few of his scents, he uses certified, ethically sourced amber. The brand maintains close contact with its community, frequently engaging with its customers on social media and tailoring fragrances based on their feedback. Aaron Terence Hughes is not only the owner of the brand and perfumer but also a well-known YouTuber in the fragrance community. On his YouTube channel, he provides detailed insights into his creative process, the inspiration behind his perfumes, and his overall philosophy of perfume making. All ATH perfumes have a fragrance oil concentration of 30% to 40%.