31° 15' N 7° 59' W AVESTAN
A Journey into the Unfamiliar
It began in the presence of things decidedly unworthy of much admiration in the world of aromas: coated clay vats filled with argan oil, earthly walls of a typical village abode and the mud that had formed on my bare feet having crossed the river that bordered the township of Asni in the Moroccan Atlas Mountains. I had been aware of my inner fascination with aromas for years, but it was this moment that caused me to discover the intensity of my absorption.
I had often been told by masters of the field that aromas reconnect us with our past experiences. I had often been told by masters of the field that aromas reconnect us with our past experiences. And that it is through this journey in the mind that we establish whether or not we find an aroma pleasant and to what depth. Standing in the almost aroma-neutral abode, I became aware of an aroma. An aroma so faint, yet so intense, that it abridged the argan oil, the clay walls, the mud, the village, the river, the place, the moment – and, most notably yet, an aroma that did not connect me to a distant memory and instead created an elucidation of something unfamiliar.
Avestan is the embodiment of this pleasing unfamiliarity. It is a deviation from familiar notes that move us through the past. It is an exploration of the untried. It is a journey to create new meaning through scents. It is a departure from lavender and rose to an unfulfilled journey of unfamiliar notes: clays, stems, saps, places and moments. Avestan is an avant-garde play on nature - one that disallows the mind to identify but creates instead a welcomed occasion to explore.
Welcome to Avestan.
Brandon Truaxe,Founder
THE JOURNEY OF BRANDON TRUAXE (1978 - 2019):
Known as “the beauty world’s most exciting disruptor” Brandon Truaxe was the founder of DECIEM, The Abnormal Beauty Company. His commitment to transparency has been widely respected and his impact on the industry, through cult skincare brands such as The Ordinary, has changed the world of beauty. Brandon lived his journey with fearlessness, curiosity, and respect for all people. AVESTAN embodies Brandon’s ability to find deep connection, both with people and environments.
