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AU(LI) Naturel

AU(LI) Naturel

Discover Our Latest Home Fragrance Label...

As March is fast approaching we’re sure that you, like us, are eager to add a little spring essence to your surroundings.  Our latest home label, AULI London, brings you a range of fresh, botanical fragrances in the form of candles, diffusers and room-sprays designed to liven your living space. Keep reading to delve into their sustainability story.

AULI London
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Tell us a little about the origin of the brand name. What is your connection to the Himalayas?

 

Auli is a high altitude valley of flowers in Himalayas. It is a conserved biosphere reserve which is called Bugyal in the local language. It literally means nature’s own garden having countless species of rare flowers and plants. I (the founder, Aakanksha) was born and brought up in Auli.

Have you always been interested in fragrances?

 

Growing up so closely with nature has been a big influence. But later I realised that I was most drawn to the expression part of scents both urban and natural whilst I travelled across different parts of the world. It was so fascinating how one smell can communicate different things to different people. That was the idea that began AULI.

Leur D'Encens Diffuser
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C-34/2 Candle
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What made you decide to opt for an all-natural, raw line?

 

We were very clear that we wanted to create natural home fragrances. However, we didn’t want to recreate nature as it is. Nature does that brilliantly already. We wanted to create fragrances that are natural but different and open to interpretation. It was about merging two ideas – the untouched natural world of Auli with the subjective inspiration that comes from urban creative arts, people, places and their stories. That’s the reason people say ‘it smells so different but I know it’.  Also, being surrounded by natural home fragrances is great for our mental and physical health. They bring certain emotional and healing qualities such as calm energy, productivity and feeling relaxed or uplifted.

AULI London
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What is the Auli persona? Tell us about the concept of ‘the invisible art of essence’ you preach.

 

The AULI persona is original, creative and unisex chic. When we work on a fragrance it starts with an idea and then comes along the ingredients. The whole process is centred around creating a fragrance that’s a careful interpretation of a subjective idea and synergy between individual essences. For us creating our fragrances is like an art, a very creative process where every individual essence (ingredient) plays its part. That’s why we call it the invisible art of essence.

"The AULI persona is – original, creative and unisex chic."

If you look closely AULI monogram is inspired by a midnight scene in the Valley of flowers. If you are out in Auli at midnight you can’t see any colours or spectacle of bright flowers, all you can see is deep blue sky but the scent around is so captivating and prevailing. We don’t need to see it to feel it.  That’s the invisible art of essence. Our containers and bottles are midnight blue for this reason so you can simply experience what’s inside.

AULI London
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 What does sustainability mean to you as a person and business owner?

 

Sustainability is very personal to me. I come from a place which is a very fragile and unique ecosystem. I have seen closely that nature can be so giving when you live in harmony with it. I believe we need to put our existence in perspective. But I also believe that sustainability and fine living can go hand in hand by consuming less and choosing mindfully.  Being a business we always want to make sure that we make sustainable choices.

"Sustainability and fine living can go hand in hand by consuming less and choosing mindfully."

To begin with we have focused on two areas – use of sustainable resources in design and production and giving back.  Our packaging is made of FSC certified virgin paper which can be recycled after it has received enough love. We don’t use certain essential oils that are posing threat to forests because of over consumption. We buy our raw material from sustainable sources such as our frankincense comes from a coop in Somalia. We also want to work towards giving back supporting conservation of biospheres and unique ecosystems as we grow in coming years.