Meet the New Brand: Ataratma
Written by Kristina Kybartaite-Damule
A new perfume house from London has quietly arrived. Ataratma launched on 4th September, introducing itself not just as a luxury brand but as a philosophy: “Scents for the Soul.”
Photo from the brand’s website
Drawing from ancient South Asian spiritual and healing traditions, Ataratma blends Ayurvedic wisdom, neuroscience, and fine perfumery to create fragrances designed to influence emotion and reconnect us with ourselves. According to the press release, the name itself fuses two Sanskrit words – Attar (scent) and Atma (soul) – perfectly encapsulating its purpose.
Behind the concept is founder Ada Panday, joined by the creative direction of Claire Sokell Thompson, former Creative Director of Electimuss. The brand brought in an impressive line-up of perfumers – Nelly Hachem-Ruiz, Paul Guerlain, Fanny Bal, Tanguy Guesnet, and Caroline Dumur – to bring the vision to life.
The collection includes nine pure parfums, crafted at 25–30% concentration with LMR naturals, Ayurvedic ingredients, and functional materials meant to align with specific emotional states – love, strength, happiness, and spiritual balance among them. Each fragrance sits within one of four experiential collections, designed as modern rituals to shift how you feel and connect with the world.
The design carries the same depth of thought. Vincent Villeger created the bottles, inspired by geometric spiritual symbols and chakra palettes, each with a mantra engraved around the lid. They come housed in handmade terracotta boxes, filled by hand in Dorset – a small but telling detail that mirrors the care taken at every stage.
On a personal note – I had the chance to try the perfumes from a discovery set they’ve generously sent, and the scents genuinely surprised me. The compositions feel refined and original, and the quality is also felt from the first spray. There’s a sense of intention behind each fragrance, and I feel that this brand will find its place in the market.
In that sense, Ataratma truly lives up to its name. It bridges inner reflection and sensory pleasure, merging Indian vibrancy with European craftsmanship in a way that feels both modern and deeply rooted. It’s a brand that speaks softly but with purpose – and I believe it will resonate with those who seek more than just a beautiful scent.