Now available in London & New York
Avestan Fragrance & Oil
Looking for Avestan by Brandon Truaxe? Avestan is the only fragrance ever created by Brandon Truaxe, the founder of Deciem. Originally sold exclusively at the Avestan boutique in London, the perfume has become highly sought after by both fragrance enthusiasts and Deciem collectors. It is available to purchase from the Avestan store in New York, and in 2024 the brand introduced the Avestan Perfume Oil, giving fans a second way to enjoy this iconic scent.
Avestan London Store
This video is of the beautiful Avestan store in London. You´ll notice that it´s only from the outside because no filming is allowed inside.
Photos
How Deciem Turned An Accidental Hit Into a Goldmine
From Business of Fashion: With no advertising, PR or e-commerce, the Avestan fragrance store in London’s Soho is fast becoming a cult classic. The brand is weighing how to expand without losing its magic. Read More Here
Only Available in-store.
Unfortunately, Avestan perfume is not available to buy online. It can only be purchased in person from one of the stores in London and New York. The beautifully designed boutiques were created to celebrate the vision of Brandon Truaxe, the founder of Deciem and creator of The Ordinary, NIOD, Loopha & The Chemistry Brand.
If you’re a fan of Brandon Truaxe’s work and can’t visit an Avestan store, you can still explore the innovative skincare brands he created, including The Ordinary and NIOD, both of which continue to be available worldwide.
Price & Size
The fragrance comes in a 50ml bottle and currently costs around £40. The Perfume Oil is 15ml.
About
Avestan was created by Brandon Truaxe, the founder of Deciem, who sadly passed away on 20th January 2019.
How and where do I buy Avestan?
You can only buy Avestan in the stores in London or New York.
What is the address of Avestan London?
73 Beak St, Carnaby, London W1F 9SR, United Kingdom
What is the address in New York?
248 Elizabeth St, New York
What time are the Avestan Stores Open?
London is open every day from 11am to 7pm and Sunday 12-6pm
New York – to be advised.
Is there a telephone number for Avestan?
The phone number for Avestan London is +44 20 3965 1537
Message from Deciem
Our late founder, Brandon, once said that AVESTAN was his soul.
As a team, we have remained committed to holding AVESTAN in the place where he left it, with the store Brandon designed being the only place to experience the brand globally. The untouched space at 73 Beak St, London W1F 9SR, UK, represents his journey of craftsmanship and has become home to a single AVESTAN fragrance.
“It began in the presence of things decidedly unworthy of much admiration in the world of aromas: coated clay vats filled with argan oil, earthly walls of a typical village abode and the mud that had formed on my bare feet having crossed the river that bordered the township of Asni in the Moroccan Atlas Mountains. I had been aware of my inner fascination with aromas for years, but this moment caused me to discover the intensity of my absorption.
Continued….
I had often been told by masters of the field that aromas reconnect us with our past experiences. And that it is through this journey in the mind that we establish whether or not we find an aroma pleasant and to what depth. Standing in the almost aroma-neutral abode, I became aware of an aroma.
An aroma so faint, yet so intense, that it abridged the argan oil, the clay walls, the mud, the village, the river, the place, the moment. Most notably, yet, an aroma that did not connect me to a distant memory and instead created an elucidation of something unfamiliar.
Avestan is the embodiment of this pleasing unfamiliarity. It is a deviation from familiar notes that move us through the past, an exploration of the untried, a journey to create new meaning through scents.
It is a departure from lavender and rose to an unfulfilled journey of unfamiliar notes: clays, stems, saps, places and moments. Avestan is an avant-garde play on nature – one that disallows the mind to identify but creates instead a welcomed occasion to explore.”
– Brandon Truaxe
