Behind the scent: Art de Parfum
Published April 12, 2020
To start a niche perfume brand today and remain independent is challenging. To start a niche perfume brand 100% clean from harmful chemicals – even double. We talked with Ruta Degutyte, the creator of sophisticated brand Art de Parfum, about standing for her values, the first encounter with the world of big perfumery and…art.
How would you describe Art de Parfum in one sentence?
Art de Parfum is an independent, proudly ethical brand that takes a fresh approach to perfumery and exudes a contemporary French sophistication at every touchpoint.
What does Art de Parfum stand for?
Art de Parfum never plays to the gallery, never works for other people.
It’s terribly dangerous for any creative to fulfill other people’s expectations, they generally produce their worst work when they do that. I deeply believe that being genuine is the main driver in any creative process. You can’t fake your true self.
“It’s terribly dangerous for any creative to fulfill other people’s expectations, they generally produce their worst work when they do that”
In the current context of a saturated market where most of the former niche houses have been acquired by few conglomerate firms that are chasing the trends and profits, I believe less is more. I deeply believe scarcity in luxury is a very positive thing and it’s a wonderful platform for genuine ideas that are not killed at board meetings. Hence, slow down, take a deep breath and choose wisely (smiles).
Who are you creating perfumes for?
I wish to reach out to a sophisticated, selective and environmentally conscious fragrance lover that appreciates uncompromised quality thought-provoking scents. Olfactive creations are probably the most subjective and this is the least researched of all our senses. Hence, it’s a pleasure to see people choosing to wear Art de Parfum creations, e.g. Encore Une Fois this year received two awards – one for Best Premium Fragrance and Best Ethical Fragrance which makes me think we must be doing something right (smiles). However, the success for me is the confidence of the wearer and smile on his/her face.
“Art de Parfum is an independent, proudly ethical brand that takes a fresh approach to perfumery and exudes a contemporary French sophistication at every touchpoint”
Which place in the world inspires you the most?
I feel most happy in South Pacific as it’s so rich in natural resources and so underpopulated. I love to take things into perspective and spend some time away from all the noise and social media and get down to my roots even if it means dressing less and walking in bare feet. Sea, sun and distancing myself from my routine are a golden formula to recharge my soul and my creativity.
Do you remember your very first own perfume?
Yes, it was lightweight L’eau Par Kenzo En Bleu and Armani Aqua di Gio.
Back in the day, I was drawn to really fresh scents and not typically floral or oriental ones – that’s what I personally connected to. Later I learned about the rest of the olfactory families.
What is your favourite fragrance note or accord?
That’s a tough one as there is not one that I could single out: I love ambergris note in Encore Une Fois which is balmy and enigmatic. I also love Gin&Tonic Accord in Gin and Tonic Cologne which is zesty and sets my mind for a play hard mode.
If Art de Parfum was a song or a movie …
…it would be a song “Nothing’s Gonna Hurt You Baby” by Cigarettes after sex
The band is known for its ethereal, ambient and often dream-like musical style, lyrics often based on romance and Gonzalez’s voice, described as “androgynous” which resonates with unisex Art de Parfum collection. Gender limits are very fluid nowadays.
Is there something about the brand that makes you feel especially proud?
All our fragrances are clean from harmful materials, cruelty-free and the bottle and packaging are recyclable. We strive to our bit for the environment where we can.