The Ultimate Journal
Meet Natalia Outeda, founder of ethical perfume label Frassaï
STILBAAR CHATTED WITH NATALIA OUTEDA, FOUNDER OF ETHICAL FRAGRANCES LABEL FRASSAI. DURING THIS LOVELY DISCUSSION, NATALIA SHARED HER INCLUSIVE VISION FOR THE PERFUME INDUSTRY, HOW SOUTH AMERICAN CULTURE INFLUENCES HER BRAND AND HER DEDICATION TO SLOW LIVING.
How did you decide to create Frassaï ?
I felt I had something unique to share. When I created Frassaï, my focus was on creating sensorial experiences through one-of-a-kind handcrafted perfume necklaces. It evolved into scented candles inspired by music legends and a perfume collection a few years later. Now we’re more focused on the fragrances, but this approach to using noble materials which started with the jewerly and the exploration of textures, be it through packaging or olfactive notes is always present.
What values did you have in mind when launching your own brand ?
I wanted to explore a slower lifestyle and make meaningful connections. Moving from New York where I spent my adolescence and started my career in perfumery to Buenos Aires, my hometown, was a big change. It helped me to reconnect with my purpose. Frassaï, more than a brand, is an extension of myself. It allows me to share my unique view of perfumery. Running an independent brand allows me the flexibility to evolve at my own pace, to create without following marketing calendars, and focus on creativity and quality rather than numbers. This slow approach is what I enjoy the most. When you go from working at the largest fragrance house in the world to personally connecting with people who wear your fragrances, the reward is immense.There is a sense of community that carries through to the brand. I want Frassaï to be approachable and inclusive.
Has Argentina, or even South America, influenced your creative process ?
I like to think of myself as a global citizen because I love traveling and I find different cultures enriching. However, it’s undeniable that South America and particularly Argentina are at the core of who I am. People here are open, resilient and creative. I like to share unusual places or stories from our culture. There is so much beauty here and I believe that we bring a fresh perspective to a traditionally French industry. Having the opportunity to offer Frassaï at Stilbaar and in Sweden is fantastic. I think it opens a space for more exchange and diversity not only in the world of perfumery but also for female-founders and ethical brands.
What was your biggest challenge while building this ethical woman-owned business ?
Probably the biggest challenge is running a global business from ‘the end of the world’. There are many things that we cannot get here, like raw materials or the latest niche perfume launches. The concept of ‘niche’ or ‘haute perfumery’ is new for locals. They are just starting to discover that perfumery can be rich and exciting. The upside is that as a business owner you’re less influenced by what everyone else in the industry is doing and can stay true to your vision. Our motto is ‘choose your journey’.
What is your favourite Frassaï product ?
My new favorite is Frassaï Victoria, a perfume launching this Spring! It’s inspired by Argentine writer and editor Victoria Ocampo. Victoria was the founder and publisher of one of the most influential literary journals of her time, Sur. She was a cultural bridge between Latin America and the world and published the works of Simone de Beauvoir and Virginia Woolf among others. She was an interesting character, a visionary. The fragrance is a bold contrast of creamy tuberose and opulent oud.
And aside from this, what are your favourite Stilbaar products ?
I love the sustainable clothing and accessories offered at Stilbaar. I’m always in search of pieces of great quality made of sustainable materials by brands that make an impact.