THE ART OF SCENT
Smelling and experiencing a perfume is a sensory art in itself. As a symbol of 25 years’ love for aromatherapy, we put the art of perfumery on a pedestal with our anniversary fragrance, STORYTELLER Eau de Toilette. Take a look behind the scenes of our pre-launch of the fragrance at Galleri Gether Contemporary.
How do you best convey the complexity of a perfume? Something you really need to experience in person? A journey that unfolds, and which you can scarcely experience to the full when you’re standing in a shop, briefly sampling a perfume.
With STORYTELLER Eau de Toilette, we marked Karmameju’s 25th anniversary in May 2024. With the tagline “a love letter in a bottle”, the fragrance tells a story of love for nature and of 25 years of developing natural products that, from the very beginning, have centred on human wellbeing and on stimulating the senses to achieve a greater appreciation of everyday life.
“I wanted to highlight the art of perfumery in the same way that other art forms are held in high esteem, and I wanted to be able to invite EVERYONE, not just a select few. Being able to invite everyone – consumers, the social media community, retailers, the press, influencers, friends and family – was a great joy for me,”– Mette Skjærbæk, founder.
With this aim in mind, we invited visitors to the Gether Contemporary gallery in Copenhagen to experience STORYTELLER. A fragrant journey that guided visitors through its nine fragrance notes and three fragrance layers – the top notes, heart notes and base notes – in the form of an interactive exhibition showcasing aromatherapeutic perfumery.
A sensory experience that created space to witness nature’s scents unfold and leave their mark in a mindful, sensory-stimulating moment.
Let us take you by the hand with our fragrance, STORYTELLER, and guide you through its fragrance layers: from the citrus-fresh top, through the spring-floral heart, to the dry, woody base.
Topnotes
, clementine, orange, angelica root
The fragrance’s first impression. The effervescent opening that sets the stage for what is to unfold. With crisp citrus notes that bring sweetness, positivity and joy, and act as a natural aphrodisiac – a surprise to many visitors to the scent installation. Let’s highlight the orange in particular, which captivated our founder from an early age:
“I was 11 years old at my parents’ anniversary celebration. The chef was carefully slicing oranges in the kitchen, filling the room with their aroma. I can still clearly remember the bowls of juicy fruit flesh. The taste of pure, glistening orange felt like an explosion of flavour in my mouth, leaving me craving more. I’m pretty sure that memory is the foundation of my love for the scent of oranges today,”
- Mette Skjærbæk, founder of Karmameju
Heart notes
chamomile, neroli, lime blossom, violet
When the fragrance touches the skin, it unfolds and reveals the heart notes – scents that take you from the mind to the heart. Here, the herbal blossoms of spring create an earthy, sweet and welcoming sense of calm.
At the scent installation, the linden blossom proved to be a real crowd favourite. With its heart-opening energy, it instantly welcomed many of the visitors into its soothing, motherly and uplifting embrace.
“I’ve been testing perfumes and fragrances for over 30 years, and this doesn’t smell like anything I’ve ever smelled before. I’m absolutely smitten with it – it’s quite unique,” - wrote journalist Tina Appelt on Mydailyspace after her visit.
Base notes
Hinoki, cedar
The scents that resonate deeply and linger longest on the skin. An earthy composition that interprets the scents of the forest. You might even find the Japanese cypress, Hinoki, in your garden. Hinoki evokes memories of crackling paper, fresh air and linen, pine needles and dry wood. The calm base of woody notes adds richness, warmth, elegance and depth to the fragrance.
“A fragrance that evokes fond memories and uplifts your mind and soul. Perfectly balanced between the feminine and the masculine. This aromatherapeutic unisex perfume features the most delicate notes and is crafted from nature’s own scents. It will never leave my perfume tray again,” wrote content creator Kamilla Heick after her visit.
A special thank you
To create a sensory, fresh, surprising and thoughtful interpretation of the art of perfumery, we encased each individual fragrance in beautiful hand-blown glass art by BLÆS - Reffen Glass Studio, opened the heart with ambient frequencies from VibroAcoustics, which activated the parasympathetic nervous system, and enchanted with poetic visual imagery created in collaboration with Art Official Agency.
The works on the walls and floors are by the artist Rune Bosse, taken from his concurrent exhibition “Skyggeplanter”.
THANK YOU to everyone for visiting the exhibition and for your support over the past 25 years with Karmameju.
25 years of redefining wellbeing.
Try Karmameju’s perfumes at our stockists, a list of which you can find here.
Read also the article “25 years of redefining wellbeing” – an anniversary interview with Karmameju’s founder, Mette Skjærbæk.
