Heritage
A house, in its own words
Ashley Benson first rose to public attention through her roles on television, most notably on Teen Wolf. After expanding her career into fashion and beauty, she announced a new fragrance venture in early 2022. The announcement appeared in a Fashionista interview where Benson described the line as a reflection of her love for New York’s East Village and the timeless vibe of Hôtel Costes. In March 2022 the brand released its debut scents, East 12th and The Eighth, both marketed as gender‑neutral. The launch coincided with a partnership with Scentbird, which listed the brand on its platform and helped distribute the perfumes to a broader audience. Throughout 2022 the brand received coverage from independent outlets such as QUILL Media, which reviewed both fragrances and noted their urban inspiration. By late 2022 the line had secured placement on major retail sites, including Amazon, where product listings detailed the olfactory composition of each scent. In 2023 the brand continued to attract media attention, with YouTube creators discussing Benson’s transition from actress to fragrance creator and highlighting her status as a new mother influencing the brand’s inclusive ethos. As of 2024 the collection remains limited to the two original scents, but the brand’s focus on gender‑neutral storytelling and city‑driven inspiration has positioned it as a distinctive voice in the contemporary perfume landscape. The brand’s stated mission is to inspire wearers to live authentically and turn everyday moments into memories. This guiding idea shapes every decision, from scent selection to marketing tone. By refusing to label its fragrances as male or female, ASH embraces a philosophy of inclusivity, encouraging each person to define the perfume’s meaning for themselves. The two scents draw on specific places—East 12th references a street in Manhattan’s East Village, while The Eighth evokes the intimate atmosphere of a Parisian hotel lounge. This place‑based approach reflects a belief that environment and emotion are inseparable, and that scent can act as a bridge between the two. Benson’s own experience as a mother and actress informs the brand’s emphasis on authenticity; she has spoken about wanting her creations to feel honest and unpretentious, mirroring the spontaneity of city life. The brand therefore prioritizes transparency in its storytelling, using straightforward language and avoiding exaggerated claims, allowing the fragrance itself to speak for the brand.