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After graduating from Central Saint Martins with a BA in Fashion Communication founder Jessica Hannan She worked her way up in fashion, writing for The Telegraph, Independent, and finally as an editor at NET-A-PORTER.
In 2014, Hannan decided to switch up London’s commercial pace for a more creative life in Berlin. On arrival, her love of scents drew her to the city’s Arabic perfume oil and Bakhoor shops in Berlin’s Neukolln. She started chatting regularly in a mix of broken German and sign language, with one of the perfume store owners, and by drawing flowers to explain what she wanted. He sold her oils and taught her about the intricate Arabic customs surrounding the use of scent, which is significantly more developed than Western attitudes to fragrance, and heavily influences her work today.
Hannan noticed from sitting with clients in her studio, that hardly anyone could really articulate what they liked when it came to scent, and that our sense of smell is so underdeveloped compared to our visual and audio senses, or our instinct for food. She started categorising people’s tastes in perfume and drew comparisons with their personalities, cultural-conditioning and aesthetic tastes.
Finally, in 2020, Hannan felt confident that she had unearthed four key ‘perfume personalities’: The Dreamer, The Lover, The Traveller and The Thinker. She sought out the expertise of Marie Le Febvre, a French classically-trained master perfumer, and one of the few women at the top of her field, whom she had interviewed years before for a magazine, and felt a creative connection. Together in Le Febvre’s West Berlin lab, they distilled all of Hannan’s research on the four perfume personalities into the four Apotheke scents.
With a creative collective of Berlin friends and collaborators, she created the brand’s visual identity and online quiz to help people find their signature notes, and launched in 2020. Within one week of launching she secured VOOSTORE, Isla Nails and Lovelyday, three of Berlin’s coolest stores as stockists Hannan now runs Apotheke from Somerset in the UK, with a shipping fulfillment centre in Berlin where she works regularly, Germany being the brand’s primary market, and birthplace, integral to its identity. Alongside the perfume brand, she works as a consultant within the area of psychology in perfume, and with fashion and beauty brands on scent-based activations, and fragrance design. .
all pics on bio page by @caryshuws
Paris-born Marie Le Febvre is one of the world’s leading classically-trained perfumers who has worked as fragrance ghostwriter for some of Europe’s biggest fashion houses.
Welsh graphic designer, Alexander Sullivan leads editorial design projects for brands such as Chanel and Love Magazine. For the art deco-inspired logo and tarot cards for Apotheke, Sullivan drew on his early training, designing cult club posters.
Creative object maker and sculptor Craig Barrow lives and works in Berlin. He applied his mastery with shape and form to the Apotheke crystal base. He has previously collaborated with Virgil Abloh and Nike.
Iza and Marta, are the power duo behind UNWIND design studio in Warsaw. They are experts in emotional UX and designed the website and interactive perfume personality quiz.
Zoe McArthur is a social media editor who specialises in fashion and beauty. All of Apotheke’s chic photography is shot by McArthur, plus she’s in charge of all the cute Instagram content.
Fashion editor Kim Proschka, is one of few people who is as articulate, and kooky in English as she is in German, she is responsible for all the German translation onsite.
PR powerhouse, Leanna manages her own company Nale PR. She is responsible for any PR or influencer enquires for Apotheke in Germany and the UK.
Faye Brown is the creative producer who is responsible for everything running smoothly on photoshoots, and the most important thing of all she the boss of the Apotheke parties 😉
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