The Idealists

Business is changing. The profit-at-all-cost narrative went extinct. But what’s next? No idea. That’s why we meet with people who are in business to lead by example. And sometimes become role models for their entire industry — because the idealists of today often turn out to be the realists of tomorrow. After a failed search for a natural perfume that was chic, modern and long-lasting, Frances Shoemack decided to do something about it. In 2012, she founded Abel, her own perfume company based Amsterdam. What started as frustration turned quickly into a mission to create the world’s best natural perfume. Her holistic business philosophy doesn’t stop at 100% natural ingredients but also guides the way she runs the company. Together with master perfumer Isaac Sinclair, a growing team and fan base, Abel challenges the status quo in the industry. Hear how Frances built a fragrance brand (without external funding) that changes the way the ‘world’ thinks about natural perfume.