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  • Writer's pictureJeko

Ahhhhh Smells Like Aveda!

Updated: Apr 14

PURE-FUME™ AROMA Have you ever seen the hashtag #smellslikeaveda? It refers to that distinct aroma that is so apparent when you walk into an Aveda salon or spa. It's "that Aveda smell" that makes you feel as beautiful as you look when you leave. Well-being is at the heart of everything we do and there's a huge emphasis on aroma in your Aveda service at Jeko. Those pure plant and flower essences are actually called Pure-fumes.

Created in Aveda's Botanical Aroma Lab, the pure-fume™ aromas are artful blends of flower and plant extracts distilled to their very essence, to awaken your senses with nature’s power. Your sensory journey awaits in your next Aveda bath or shower :)

For more on how they're produced, Kate Rosso and Guy Vincent take us inside Aveda's Aroma Lab.


There’s a lot that is involved in creating an Aveda pure-fume™, the art and science of pure flower and plant essences. First of all, we have an in-house Botanical Aroma Lab and specialized perfumers, including Guy Vincent, Aveda Head of Pure-fume™ Aroma and Kate Rosso, Associate of Aveda Pure-fume™ Aroma. “A lot of beauty and even perfume companies don’t have them,” says Kate. “People don’t realize quite how special that is,” she adds. Companies without in-house perfumers must buy their fragrances from fragrance companies—of which there are a limited amount. “Making our aromas ourselves allows us to be very involved in all the different aspects of aroma, from the sourcing of raw materials, to the testing of those ingredients so we can make sure they’re up to our standards.” Having in-house aroma producing capabilities also allows us to experiment with which aroma best matches each product. Don’t forget, Aveda draws richly from Ayurveda, which relies on the aromatherapeutic properties of plants. Our aromas are not simplistic (say, a blend of two oils only). And this is due to the creativity of our pure-fumers and the quality of our plant based ingredients. “They smell pure and simple, but they’re very complex—that’s what makes them unique,” says Kate. How are we able to do this? Practice! Being a pure-fumer is a fine art that requires lots of training. Kate studied chemistry in college—her parents are both scientists—but mid-way through her degree, she realized that being a researcher might not be for her. So after graduating and learning that “perfumery was a thing,” she trained in the art for a year each in France and Italy. Still, when she started at Aveda, it took her about six months before she could produce something that “smelled like Aveda.”

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