Meet the incredible perfumers behind the Ayu
Inspired by the study of the revered Vedic scripts, Ayu is a collection of hand blended scented oils made with natural ingredients to balance mind, body, and spirit.
Dreamt up in India, the birthplace of Ayurvedic medicine, Ayu founders Alanna Quinn and Madeleine Whitter create scents that ground and uplift the wearer with globally sourced and deeply nourishing herbs including Ashwagandha and Amla.
Made and measured with respect for the ancient art of perfume making, you’ll find earthy ingredients like jojoba oil, sandalwood, patchouli, rose, jasmine, and ambrette seed that intend to balance the three doshas, which are known as mind-body or energy types in ancient Ayurvedic medicine.
With consumers becoming better informed on the plethora of hidden chemicals often found in perfumes, Ayu is for those that ask for more from their products; who appreciate thoughtful creations with quality and wellbeing in mind.
Here, Alanna and Madeleine share their inspirations and how to find balance as an entrepreneur.
How the Ayu journey began
Alanna: A shared love of Ayurveda and perfume. Madeleine and I came up with the concept while holidaying together a few years back now in India. We were taking about how we could combine our shared knowledge of Ayurveda and our love of perfume and it kind of took a life of it’s own from there.
Madeleine: A love for India, Ayurveda and divine scents.
On the ancient practices of Ayurveda
Alanna: Ayurveda focuses on balance, prevention and maintaining wellbeing. We blend our scents with these notions in mind, taking into consideration each persons constitution- Vata, Pitta and Kpaha. Our scents are all aimed to ground and uplift the wearer and are all blended in a base of nourishing Ayurvedic herbs including Ashwagandha and Amla.
Madeleine: Ayurveda encompasses my whole being so its only natural that it would be included in our oils.
On the process of creating a perfume
Alanna: It always comes from a personal preference of what either of us loves wearing, be it a single note or a simple combinaton. We blend and trial out so many scents and combinations until we come up with something we both love.
Madeleine: It starts with sourcing scents from all over the world and blending them together until one of us has discovered something unforgettable. Sharing it with each other and 100% agreeing on everything.
On lessons in business
Alanna: Trust your instinct and never see anything as being a failure, just a lesson learned.
Madeleine: Everything happens for a reason and trust the universe to take care of you.
On finding balance as an entrepreneur
Alanna: Meditating helps me unwind and centre and I also do a lot of yoga.
Madeleine: Remembering to stop and taking time to be present with friends and family
Personal wellness rituals
Alanna: I love a regular massage, it does wonders for the spirit! I never leave home without putting on some kind of scent either.
Madeleine: Yoga, surrounding myself in nature, eating well and keeping negative people and environments far away. Positive thinking.
On the future for Ayu
Alanna: We are currently working on so many exciting new products, from new scemts through to expanding the range into other categories such as body oils.
Madeleine: We can’t wait to introduce more lines to our range.
Life lessons they've learnt along the way
Alanna: Life is temporary, don’t wonder about what things could be like, just do them and find out!
Madeleine: Make choices carefully as you become the product of the choices that you make and you are the only one responsible for that. Make choices that reflect the life you want to have. Be authentic.
Book: Just Kids by Patti Smith
Place to visit: India
Song: I Think of You by Rodriguez
Wellness ritual: Massage
Book: The China Study
Place to visit: India
Song: impossible to choose
Wellness ritual: Yoga