{"id":24722,"date":"2026-04-02T07:00:00","date_gmt":"2026-04-02T05:00:00","guid":{"rendered":"https:\/\/www.industries-cosmetiques.fr\/?p=24722"},"modified":"2026-03-27T19:03:19","modified_gmt":"2026-03-27T18:03:19","slug":"ascent-a-new-approach-to-niche-perfumery","status":"publish","type":"post","link":"https:\/\/www.industries-cosmetiques.fr\/en\/ascent-a-new-approach-to-niche-perfumery\/","title":{"rendered":"Ascent, a new approach to niche perfumery"},"content":{"rendered":"

The perfume brand Ascent<\/a> enters the French market with an eco-responsible proposal aimed at redefining the standards of niche perfumery. Its packaging models significantly reduce the use of plastic.<\/strong><\/p>\n

Ascent, founded by Boris Van \u2019t Wout, Bernhard Nederlof and Max Vuijk, is taking an innovative approach by introducing a perfume model based on transparency and responsibility. The brand, which was born at the interface between Rotterdam and Paris, stands out in particular for its reflection on the cost of packaging. \u00ab We don't just want to be a fragrance brand, we want to embody a movement of progressive improvement.<\/em> \u00bbexplains Max Vuijk, co-founder.<\/p>

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Eco-responsible design<\/h2>\n

With a commitment to reducing plastic use to 98 %, Ascent offers refillable bottles in aerospace-grade aluminum. These durable packages have been designed to last and intimately accompany the user on a daily basis. Their fragrances, which are vegan and not tested on animals, feature a high concentration of fragrance oil, each exceeding 25 % to guarantee extended wear of over 12 hours.<\/p>\n

Fragrances include a diverse range such as Ascent Orange, which blends the liveliness of citrus with woody notes, or Ascent Green, a complex blend of patchouli and spices designed for cooler days. This refill system, illustrated by their \u00ab twist & spray<\/em> \u00bbThe new \"Fragrance Preserver\" optimizes the preservation of fragrances by protecting them from air, light and humidity.<\/p>\n

These initiatives are designed not only to appeal to perfume lovers, but also to establish the brand as an essential reference in sustainable niche perfumery.<\/p>\n\n\n

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La marque de parfum Ascent se lance sur le march\u00e9 fran\u00e7ais avec une proposition \u00e9co-responsable visant \u00e0 red\u00e9finir les normes de la parfumerie de niche. Sons mod\u00e8les de conditionnement r\u00e9duisent significativement l’utilisation de plastique. Ascent, fond\u00e9e par Boris Van \u2019t Wout, Bernhard Nederlof et Max Vuijk, s’inscrit dans une d\u00e9marche innovante en introduisant un mod\u00e8le […]<\/p>\n","protected":false},"author":1,"featured_media":24720,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"external_url":"","footnotes":""},"categories":[62],"tags":[60],"class_list":{"0":"post-24722","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-parfums","8":"tag-info-produit"},"acf":{"nc":"aude@lebureaubleu.fr","nc2":"","nc3":"","nc4":"","nc5":""},"_links":{"self":[{"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/posts\/24722","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/comments?post=24722"}],"version-history":[{"count":1,"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/posts\/24722\/revisions"}],"predecessor-version":[{"id":24730,"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/posts\/24722\/revisions\/24730"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/media\/24720"}],"wp:attachment":[{"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/media?parent=24722"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/categories?post=24722"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.industries-cosmetiques.fr\/en\/wp-json\/wp\/v2\/tags?post=24722"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}