A fragrance brand under his namesake was born in a small office in the corner of Alexander Herdahl-Thorsing’s living room. Crafting fragrances was inspired by Herdahl-Thorsing’s amazement and love for old religious paintings full of archaic mythology. “It was the concept of God being perfect, a shining light and inspiration of what we should all strive to be,” said Herdahl-Thorsing. In 2017, this inspiration led to finding beauty and perfection in fragrances exclusively available to New Zealand.
This creative director and founder’s background is entirely self-taught. With a desire and freedom to create through trial and error, Herdahl-Thorsing thrived on learning and discovering in his own way. Reading anything he could get his hands on, he took in any information possible about fragrance creation to begin his journey. Like artists who painted pictures representing perfection, real paintings depicting angelic Gods, Herdahl-Thorsing wanted to harness this creation in his own way. He wanted to produce something beautiful that others would enjoy and capture perfection as he saw it himself.
With Herdahl-Thorsing Fragrance, his heritage remains close. Herdahl-Thorsing’s mother is Samoan, and his father is part English, part Danish. His father's gift to him when he was younger was a fragrance called Drakkar Noir, a scent that he fell in love with and wore all the time. This fond memory influenced a great deal of his passion for the strong and weighty style.
Most of the production is done by Herdahl-Thorsing. He explained this as an immensely rewarding process – the process of nurturing his products from inception to finalisation. Receiving his packaging and bottles from manufacturers he trusts, Herdahl-Thorsing put his ideas and care into developing the website, creative direction, and fragrances themselves.
Though the team of Herdahl-Thorsing Fragrance is only himself, he collaborates with incredible individuals around the world to help with other aspects of the brand, such as photography and paintings. “You have half of the globe in the palm of your hand with Herdahl-Thorsing,” he said. His photographers in Turkey work with talented Ukrainian models to market his products. Herdahl-Thorsing’s brand ambassador, Paz, is located in Bali. The international aspect of Herdahl-Thorsing Fragrance is what contributes to its uniqueness in the beauty industry.
Selling online and starting e-commerce was how Herdahl-Thorsing got his foot in the door, and he continues to implement his online networking while reaching for larger goals. This line of skincare and fragrances has a bright future as Herdahl-Thorsing plans to expand into accessories and fashion. This exciting adventure could lead to opening his very own store, which would be a dream come true. As Herdahl-Thorsing moves closer towards these goals, he is eager and open to working with more retail partners.
At this time, Herdahl-Thorsing Fragrance is launching a skincare range featuring a Peptide Serum and Peptide Moisturiser. This range focuses on anti-ageing, skin rejuvenation, restoration, and cell regeneration. This is paired with his latest fragrance range, the AULEIEI BLEND, a line of fragrances that honour adventurers, travellers, and sea voyagers. Herdahl-Thorsing delights in this range are the joy of exploration and travel in a bottle.
Bespoke fragrances able to capture one’s uniqueness is what Herdahl-Thorsing strives to create. His brand aims to find something that people will find joy in and give them the freedom to explore what fragrances can give. Taking his inspiration from timeless religious paintings and creating luxurious beauty products from the heart of his living room, Herdahl-Thorsing believes in giving something beautiful for anyone to enjoy.
For more information or to become a stockist, email herdahl-thorsing@herdahl-thorsing.com or visit www.herdahl-thorsing.com
