Ellen Dahlgren

HIGH PERFUMERY NOSE While most people’s memories are visual, Ellen’s are vividly painted in scents, defining Ellen’s world from birth. Having grown up in cultures as diverse as Sweden, Canada and the US, Ellen’s extraordinary library of aromas grew exponentially. Even without being aware of her gift and the option of a career as a perfumer, life chose a different path for Ellen in political finance. A chance meeting with a world-renowned Grasse perfumer changed everything. As the meeting became a full-day session, Ellen’s extraordinary ‘nose’ was finally recognised by an expert. ‘It was one of the biggest moments of my life,’ says Ellen. Ellen searched within her soul and, subsequently, decided to change her life completely. After four years of studying perfumery, honing her expertise and craftsmanship, the homonymous niche brand was launched in 2018. NOUVEAU NICHE ED is the embodiment of high, handmade and subversive perfumery for free-thinkers. As founder and perfumer, Ellen’s visionary approach and nonconformist spirit can reign in bold perfumes that are above pleasing the masses, masking the wearer’s own aromatic profile, or catering to passing market trends. This divergent ideology permeates made-to-measure and bespoke perfumes by appointment, commercial perfumes, as well as olfactive branding for events and spaces. MOODY LUXE For ED, embracing a dark eccentricity is a more authentic representation of life. People are complicated. Beauty is imperfect. Perfection is static. A synergy of art and science, ED’s nonconformist vision, expert techniques and premium ingredients come together in complex fragrances inspired by areas as diverse as the dark melancholy of Nordic nature and Carl Jung’s psychoanalyst theory about aromas connected with archetypal human character traits. SUBVERSIVE SCENTS Created and perfected in its independent laboratory in Stockholm, and bottled in small batches in Grasse, in the south of France, the perfumes celebrate Ellen’s gift for reimagining classic raw ingredients to achieve contemporary and evocative aromatic profiles that interact with your pheromones, creating a scent that is completely unique to you. Unisex fragrances skillfully balance tradition and innovation, always paying homage to Ellen’s Scandinavian heritage and using the best raw materials available, with the aim of celebrating and protecting our environment. ‘I make perfumes that perfectly reflect the distinctive personality of those who wear them. Not the other way around,’ says Ellen.