Brand interview: Art de Parfum
In this 'Brand interview' series we highlight a selection of inspiring perfume brands. These perfumers have chased their dream by starting their own perfume house. They tell their story in an interview exclusively for Parfumado. This time we spoke with founder & CEO of perfume house Art de Parfum
In 2015 Ruta Degutyte founded Art de Parfum. It is an independent, proudly ethical brand that takes a fresh approach to perfumery and exudes a contemporary French sophistication at every touchpoint. "I deeply believe that being genuine is the main driver in any creative process. You can’t fake your true self," said Ruta. In addition, Art de Parfum is a company that places ethics at the heart of its operations, thus making it easy for customers to choose with confidence. They can rest safe in the knowledge that their choice is both beautiful and ethically-pure. All Art de Parfum fragrances are 100% cruelty-free, environmentally-friendly, and free of materials that add to third world exploitation.
When did you become a perfumer / entrepreneur?
"I started my active research and sourcing almost a decade ago, however, in 2015 the idea had crystallised completely as to the brand values and the scents I would like to launch."
Where did your passion for perfume come from?
"Probably from my obsessive compulsive purchasing of different fragrances in Duty-Free shops when I was traveling a lot with my work (smiles) but honestly this is how I got hooked on something I enjoy spending money and time on... My unconscious affinity to scents and flavors started much earlier when I realized I had quite developed olfactive senses."
What is your 'Signature Scent'?
"I don’t have one as it so depends on my mood or even the activities for the day. e.g. I am a dedicated tennis player which makes me wear GIN and TONIC COLOGNE and SEA FOAM more often than other fragrances. However, if it’s a romantic dinner then I would choose something more intense but subtle SENSUAL OUD, EXCENTRIQUE MOI or LE JOKER."
What perfumes do you like for men?
"The line between what a man or a woman would wear has become so blurred in recent years that I would really struggle to answer. I believe as with any outfit, it has to match the occasion and the personality of the wearer. Every individual is unique and fragrances smell different on a different skin. It’s finding one which reflects you personally."
What do you like to smell besides perfume? (E.g. freshly cut grass, etc. etc.) and what does it remind you of?
"I am a real “freak” in terms of experimenting with scents and flavors. I just adore scented dry bed linen (I keep my bedding with scented soaps in a wardrobe - this really makes them smell nice), the smell of coffee in the morning and throughout the day, I never miss a chance to work in the garden especially when the roses or jasmines are blooming. You really don't need a lot for feeling great - just to smell nice and spend some time in your element."
What does a day in your life normally look like?
"Ideally it starts with a cup of coffee and a freshly squeezed lemon juice tea and some stretches in our conservatory with a view to the garden. In summer it follows to a tennis court only after I can get to my office where I take care of business and my team, and my clients. "
What does your perfume house stand for (1 sentence):
"Art de Parfum is an independent, proudly ethical brand that takes a fresh approach to perfumery and exudes a contemporary French sophistication at every touchpoint."
What do you enjoy most about your job?
"Freedom of choice, and the creative freedom to launch the things you believe are good. I am not a typical corporate type, I'd say the opposite, I am more of a "mad entrepreneur” who believes in an idea and brings it to life. I strongly believe one has to have a strong personality, will, team and a very creative mind to achieve success in a highly competitive market."