The Apothecary Philosophy

"Smell is a potent wizard that transports us across thousands of miles and the years we have lived. The odors of fruits waft me to my southern home, to my childhood frolics in the peach orchard. Other odors, instantaneous and fleeting, cause my heart to dilate joyously or contract with remembered grief. Even as I think of smells, my nose is full of scents that start awake sweet memories of summers gone and ripening fields far away" - Helen Keller
The Parfum Apothecary was born in 2018 as a passion project, with a goal to unearth ancient aromatic traditions and restore the sense of scent to a central position in everyday life. Informed by an academic & professional background in natural history, inspiration came from centuries old botanical manuscripts, field-work in Australia's ancient wilderness and eye-opening laboratory practice. 
Perfume can inspire sophisticated emotions - grace, peace and wonder - or it can evoke primordial reactions - bursts of energy, sexual arousal and bodily composure.
In this way, the craft of perfumery is the superlative union of art and science - it's personal yet procedural; whimsical yet codified; intangible yet of substance. It is an ancient, secretive tradition; but not nearly as ancient as the evolution of the sense of smell itself.
When we smell we take the world through our bodies, and breathe it out changed for having known us. People's earliest memories are accompanied by aromas. Buried under the disorder of an entire life's experience, silent mines of scent, can trigger a detonation of memory and emotion.
This reverence for sensed experience and that each of you has a life vivid and complex, informs the formulation of each fragrance from The Parfum Apothecary. It is a privilege to share this perfumed journey with you.
With every breath, smell.
-Alex
Behind the Scenes