Heritage
A house, in its own words
Avestan emerged from the vision of Brandon Truaxe, who founded DECIEM in 2013 as a skincare company that would eventually include The Ordinary among its brands. As DECIEM grew into a significant industry player, Truaxe reportedly envisioned Avestan as the first and only fragrance brand under the company's umbrella. The project was conceived as a deeply personal endeavor, built around atmosphere and texture rather than conventional perfumery conventions. Truaxe designed the brand's founding space at 73 Beak Street in London's Soho himself, creating a retail environment intended to guide visitors on a journey into unfamiliar sensory territory. Following Truaxe's death in 2019 after falling from a building in Toronto, his team opened the Beak Street location in his memory, preserving his original vision for the space. A second boutique subsequently opened in Nolita, New York, extending the brand's presence while maintaining its distinctive approach to fragrance retail. The house released its debut fragrance, Avestan, in 2019, followed by Svalbard in 2024, representing the complete catalog of the house. Avestan's approach to perfumery stands apart through its explicit rejection of contemporary marketing strategies. Rather than chasing trending notes or algorithm-driven hype cycles, the brand focuses on atmosphere and texture as its primary creative drivers. This philosophy positions fragrance as an experiential medium rather than a product category defined by seasonal releases or celebrity endorsements. The brand has chosen to remain deliberately small, releasing only two scents rather than maintaining a sprawling seasonal collection. This scarcity serves a purpose: it forces genuine consideration of each fragrance rather than encouraging casual consumption. The unnamed original scent, housed at the Beak Street location, embodies the house's belief that fragrance need not be explained through marketing language to be experienced fully. This anti-hype stance represents a philosophical statement about what fragrance can be when freed from commercial pressures, appealing to those who seek olfactory art over marketability.