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Fruity scents are a relatively new phenomenon in the history of perfumery. At first, they appeared as occasional accents meant to enrich existing compositions, but over time they expanded into a fully recognized category - one that has since captivated both perfumers and fragrance lovers around the world.
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There’s always something special about sitting down with a perfumer who knows exactly what she wants a fragrance to say; not just how it should smell. When I spoke with Özge Erdoğmuş Altınel, the perfumer behind the new Reinvented release Enigmatic Aura, that clarity came through immediately. Calm, thoughtful, and quietly passionate, she talked about this perfume the way someone talks about a story they’ve been waiting to tell.
Last September, a new perfume brand quietly appeared on the London scene: Ataratma. The name itself means “the essence of the self,” and that already tells you a lot about what they aim to do. The brand is built around the idea that scent can support emotional balance.
