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The fragrance line that smells the way you want to look

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A trip to the Indian perfume capital Kannauj and a keen interest in Ayurvedic medicine kick started Ayu, a fragrance line that manages to bottle cool and keep you grounded.

The Ayu may have launched with just one scent, Souq, a floral based fragrance of rose, jasmine, musk and sandalwood, but founders Alannah Quin and Madeleine Whitter now have eight perfume oils which range from the likes of Rumi, a heady Jasmine, orange blossom and tonka bean scent, to Carnal, an intoxicating vanilla, tuberose and sandalwood perfume, as well as facial mists and body oils to round out the family.

Of course, these aren’t your regular perfumes, as Ayu’s scents are blended with skin-loving ingredients like Jojoba oil and wheatgerm as well as Ayurvedic herbs like Ashwagandha and Amla, selected for their balancing and healing properties.

“When we’re blending up scents we’re always looking into what is grounding, what is calming, what might be say ‘cooling’ for a pitta that tends to have a lot of fire. So we always kind of take that into consideration and what would work for maybe a particular dosha, so a particular energy, or what would be tridoshic, so grounding for warmth,” says Quin.

If you’re suddenly asking what where your pitta is or what your dosha is doing, let us explain. Both are concepts in Ayurvedic medicine, which touts a belief that one’s health is based on the balance between three bodily elements (doshas) called vata, pitta and kapha.

Quin goes on to explain that scents like sandalwood can be grounding for all while rose is considered to have cooling properties that sit alongside grounding elements.

“Rose is used really extensively, and it is considered probably like one of the most healing flowers there is. Anytime we are blending we are always looking into it and researching as well from an Ayurvedic perspective,” says Quin, adding at the centre of their blending is always the question of how this scent will affect the wearer. 

In short, Ayu’s scents can literally speak to you emotionally, helping to provide strength, balance or even emotional stability by way of the carefully blended oils and mists. Plus, you will smell like heaven.

“We are always constantly just playing around with ideas, trying out new blends until there is something that we love, and then we kind of launch it. We don’t really have a set plan… it all just happened really organically for us. And it’s worked well for us,” says Quin, who adds the brand is currently working on candles as well as adding new scents to Ayu’s growing family.

And why not ask your perfume to work double time for you? Beauty is moving in a new direction and efficacy should go hand-in-hand with the feel good effects on the mind and body. 

A perfume that smells great and works to help you achieve balance is the only 2019 scent we want to wear.

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