“The cornerstone of Cult Gaia’s DNA has been forged with the ideal of creating Objets d’Art that make you look twice,” the Los Angeles-based fashion and accessory label states in its “About Us” section—and it certainly delivers on that promise. You’re likely familiar with many of the label’s iconic pieces, adored by celebrities, from its cutout Serita Dress to the viral Ark Bag. But now, there’s a whole new category to love; Cult Gaia has officially entered the beauty space with the launch of Cult Gaia Eau de Parfum ($228) —available now.
The fragrance collection debuted with three scents—Mast, Noor, and Zan—each a Farsi word that pays tribute to founder and designer Jasmin Larian Hekmat’s Iranian roots. As she told Elle, venturing into fragrance felt like a natural progression for the brand. “So much of why I started Cult Gaia is to create things that connect people and anchor memory in a moment,” she told the outlet. “Many people come up to me and say, ‘I’ll never forget when I wore this Cult Gaia piece.’ I have a terrible memory. If I don’t have a picture of [something], I forget. But the one thing that anchors me, aside from what I or someone else was wearing, is scent. [Scent] is the thing that ties me to memory and nostalgia more than anything else—even more than a photograph.”
And the scents themselves? You can expect an intriguing blend of contrasting notes that complement each other. “Not only is the fragrance and bottle an objet d’art, but each scent enhances our ethos,” Hekmat continued in her interview with Elle. “All of the fragrances hold this duality, which I love. It’s like the divine feminine and masculine. [A scent] will have pink pepper with rose, or musk with coconut, something sweet. The word Gaia means chaos. My ethos is built on two opposing forces, or chaos coming together to create something really, really beautiful.”
Naturally, no discussion of Cult Gaia’s new scents would be complete without mentioning the bottles. Each design is a work of art, with curved, arch-like bases in a matte finish with a slightly translucent look. Each fragrance is topped with a large, marbled spherical cap that complements each bottle’s color palette—green on green, creamy marble on yellow, and peachy marble on coral. Without a doubt, they’re every bit as eye-catching as the brand’s fashion and accessories.
Keep scrolling to shop Cult Gaia Eau de Parfum—just in case you haven’t already started clicking “add to cart.”
Shop Cult Gaia Eau de Parfum
