Most fragrance brands focus on notes. Luna Noel brings frequency into the fragrance conversation.
The new natural scent brand from close friends and medicinal aromatherapists Finnigan Jones and Lyndsey Johnson incorporates crystals into four so-called Earth Mood fragrances: Clouds, Sea, Desert and Woods. With interest in mysticism rising among millennials, Luna Noel demonstrates how the power of crystals and otherworldly qualities can be harnessed in perfume making.
“We are very into the healing world, energy and medicine. All of that goes into our company, the brand and its products,” says Jones. “People are used to diffusing essential oils that provide certain properties or characteristics. It’s the same exact thing with crystals. They have a frequency they share with you, and each crystal we choose has a frequency and energy. For example, tiger’s eye is grounding and protecting. We use that in our Earth Mood perfume Woods.”
Not surprisingly, Luna Noel’s approach to creating its crystal-filled fragrances isn’t customary. The perfumes are ceremoniously poured into bottles when there’s a full moon and sit for 28 days afterward to mature. In addition to tiger’s eye, moonstone, amethyst and carnelian crystals, the brand relies on organic and wild-crafted ingredients, and reverse osmosis structured water. It’s adamant about disclosing ingredients to counter a fragrance industry practice of listing mixtures of synthetic and natural compounds as simply fragrance to protect trade secrets.
“We tell you exactly what’s in our bottle. We are not hiding anything,” says Jones. “I’ve noticed a lot of people are demanding natural fragrances and looking for alternatives to what’s been out there. I feel like we’ve come into this at a really good time.” For Johnson, who suffers from Lyme disease, natural ingredients are a must. “If I walk by someone with a conventional perfume on, I instantly get a headache, and it really bothers me,” she says. “It’s very important to me that we make products that are healthy for those who can’t participate in conventional perfumes.”
To get Luna Noel off the ground, Jones and Johnson each pitched in $10,000. The brand, which gets its moniker from a combination of Jones’ middle name and Johnsons’ nickname, is concentrating on distributing to small boutiques and spas for now. In 2018, Jones and Johnson project Luna Noel will become profitable. In 2019, they will aim for larger retailers and mention Anthropologie as a goal account.
The duo has refined the brand’s message to zero in on the emotions Earth Mood perfumes stir. Clouds, a blend of rose geranium, frankincense, jasmine, lavender and lemon, is designed to be uplifting. Sea is a calming concoction of bergamot, chamomile, eucalyptus, clary sage, rose and grapefruit. Desert is a fiery fusion of neroli, orange, geranium, ginger and ylang ylang. Woods is a centering assembly of vetiver, fir balsam, spruce, juniper berry, hyssop and vanilla.
The $75, 60-ml. Earth Mood fragrances are aligned with the elements and Zodiac signs, and their recycled paper labels feature vivid watercolors. Luna Noel is growing its assortment this year with 10-ml. Mood Elixir roll-ons and sustainable candles, and next year plans to release soaps containing herbs and crystals.
“Our products aren’t only a healthy alternative, but they also make you feel good,” says Johnson. “We are all about bringing you back into balance with nature. They transport you to a place in nature through the plant ingredients and crystals.”
Jones and Johnson envision opening a Luna Noel space, and making custom scents for individuals and brands. So far, they report retailers have been receptive to their brand’s concept, and appreciation for crystals and natural perfumes is taking hold in stores along with escalating consumer demand.
“People are knowledgeable and have an idea of what essential oils are. Crystals are new to the scene on a mainstream level, and the market is projected to be huge,” says Johnson. “People are more open to them.”
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