ART DE PERFUME - Exclusive niche fragrances from France

Interview with founder and perfumer Ruta Degutyte

You ever had a moment like that? When applying a special perfume 100 different memories and moments shoot through your head, you close your eyes for a few seconds and enjoy. These are real fragrance moments that are only triggered by very special perfumes. The niche fragrances of the Art de Parfum brand reflect this special feature: they are minimalist, fascinating and extravagant. Founder and perfumer Ruta Degutyte traveled around the world before founding her label in 2016 and was inspired by various masters in her field. She included her collected fragrance impressions in the perfume series by Art de Parfum. The result are modern, elegant unisex fragrances that are made from sustainable ingredients and are animal-free. We asked Ruta Degutyte and her some questions about the Art de Parfum brand, her career and her life:

Who are you and what do you do? 

I am the founder and creative behind Art de Parfum brand, established in mid 2016 with all production in France and marketing in London. 

What’s your career background? 

I am an outsider to niche perfume and the beauty industry. My background lays in marketing consulting, to be precise, Brand marketing and International Business, MBA.

Where did the idea for your business/venture come from? 

Creating my own business was a liberation of my independent personality which was tired of corporate rat racing to put it short. 

What’s your brand’s USP? 

Making scents could be easily compared to writing songs. Everybody is influenced by the same smells or sounds around us, but what requires a real master is to compose those notes in a beautiful accord. Simple, elegant but at the same time not too linear or predictable. ADP is definitely not ED SHEERAN kind of tunes :) My husband is a musician and I’m always asking him how he comes up with ideas and puts it all together. It’s a mesmerizing and very exciting process. However, once finished we both have to put it down as you are tempted to keep changing the notes. 

Who’s your target audience? 

Everyone who can relate to our scents and ethical values.  Art de Parfum prides itself on being a cruelty-free and GMO-free company.  Every single part of the business, whether it is the packaging or the sourcing, is cruelty-free. It is part of the brand’s ethical identity.  In choosing Art de Parfum fragrances customers can rest safe in the knowledge that their choice is both beautiful and ethically pure.  The materials used in our packaging and bottles are environmentally-safe and the bottle is 100% recyclable glass. Everything also comes with certificates of origin for green and bio-hazard-free production. The box carrying the perfume is made of a natural, linen-covered cardboard material that biodegrades fully.   Perfumery is like any other modern “over produced” industry is suffering from chasing profits and it’s a shame that niche category is turning into mass-market just cause it needs to survive. Less consumption would really lead to more interesting and unique perfumery. Hence, the answer is someone who is passionate about Art de Parfum’s scents and the brand that do not remind them of high street scents. 

What fragrance are you wearing today? 

Gin and Tonic Cologne is a perfect fit for a sunny day like this. It is one of those scents you cannot get enough of and makes me feel really positive and energised. 

Can you describe it for us? 

When we hear “citruses” or "fresh" we usually think "lightweight”, but this is new take on these classic luminescent notes that weaves in components better associated with depth and strength, like cedar, musk, ambergris, plus its signature boozy feel which all together are tightly interweaved to create an enduring shape.

How does it make you feel? 

Uplifted. It's aromatic, very authentic and energizing. I love it. It makes me smell spa-day fresh. I’m not a morning person and I really need a lot of effort to keep me going in the mornings plus due to my extensive travels and changing time zones it can be even bigger challenge.

Why do you wear perfume? 

Well, perfumes can enhance our mood. They speak to us and on our behalf. Is like an extension of our souls. Wearing a good scent for me is like prolonging a pleasure feeling for a whole day.  I personally like “rare” scents that nobody would recognize or try to compare to. For me it’s an individual statement (I can’t deny though I love too some of mass market fragrances Issey Miyake, Hermes, Thierry Mugler). 

What are your daily perfume rituals (how and when do you spray! Or dab!) 

Actually I don’t have a ritual, I’d rather have a body ritual that finishes with oil. Perfume is always a rather spontaneous decision. My selection for the day is based on the mood or activities I’m doing for the day. Hence, it can be light flowing or quite an intense empowerment statement scent. 

Do you scent your home? 

Yes, always. Scent equals cosiness. My friends say that it’s pleasant to come to our home as it always smells cosy. I buy different home scents from around the world to remind me of those wonderful places and moments I spent there. 

How important is fragrance in your life? (please feel free to expand and talk about the brand here, if you haven't already in the above answer!) 

I started to pay attention to scents around me quite early in my life. Probably because I had an oversensitive nose. Also the birth of Art de Parfum was a rather natural next step in my life to create what I feel passionate on my own applying all my knowledge I have collected whilst working for blue chip corporates, as well as an independent brand marketing consultant throughout my adult life. So, yes, you need a lot of experience and guts to start up something as challenging and complex as this. It’s not for “flower girls and boys” as you would think.

Are there any unusual/weird fragrances that you like? 

I love to discover “bonkers” scents. Sometimes it is something I would never wear myself, but I just love the journey it’s taking me on - the journey of discovery. It’s a little the same as meeting someone new in your life. It’s intriguing, mysterious and, yes, sometimes, disappointing:). 

How do you spread the word about what you do? 

Online, Retail, exhibitions, WOM, social media. 

And your proudest moment so far? 

Probably my first award for our Gin and Tonic Cologne. The subsequent ones were also quite a surprise. 

Why is work so important to you? 

It’s a philosophical question. It’s keeping me alive not only fed, but tuned in with all my sensors and open mindedness for new ideas and possibilities. To realize those ideas makes me truly happy and fulfilled. That’s a part of my existence. Inseparable. 

Who inspires you? 

My husband. From day one he was the only one who believed in me while everyone else were asking challenging questions and expressing serious concerns. 

How do you balance your business/venture/career with your family? 

Hardly, as time is the most precious thing while we try to balance our two busy lifestyles and make it work in our favour. Although, I must admit I’d like to have a month away from gadgets, Brexit, hurricanes and everything else. Just two of us. Sounds like moving to South Pacific to me (laughs).

Thank you for the interview!

Discover the brand Art de Parfum now at Bestkosmetik - SHOP NOW