What is it? Cool-but-cute modern antique of a fragrance brand.
What’s the USP? Hand-crafted fragrance, body and home products to ‘introduce whimsy into modern life’, lovingly hand made, not in a cobbled London mews but in Los Angeles. “I wanted to create a product so beautiful, you just have to leave it out on display,” says founder Sean O’Mara says. “And a formula so decadent you just have to use it.”
Hero product? Holland Park Hand Cream (£20). It was after Victoria Beckham announced that she loved this, that Oprah picked up on the brand and since then, it’s all been a bit mad.
Why the name? The ‘Apothic’ bit comes from the centuries-old apothecary’s notebook that O’Mara found in an antiquarian bookshop in Notting Hill, a few years ago. This dated from the 1780s and contained all manner of recipes for potions. At the time, Sean was looking after Murad Global skincare and not even thinking of starting his own line but then the notebook set him thinking.
How new is it? The brand launched in the States in 2009 and has just arrived over here – you can find it at SpaceNK and just now, in a pop-up store within Anthropologie.
I’d try...? The Antiquarius Petals fragrance (try the mini-size, £12, at Anthropologie) which is light and delightful, ‘a floral for people who don’t like florals,’ says Sean.