There’s nothing like restrictions to breed creativity! We’ve found that our creative process is getting stronger all the time, and our access to new biotech and natural science is constantly increasing too. By putting in place the “one in, one out” policy, we’re stopping ourselves from launching something mediocre, but we’re also ensuring we outdo ourselves, constantly improving with every new scent released. Our customers respond really well to it, and while some are upset if we discontinue their favorite (I find it heartbreaking too!), they also understand and respect the logic, meaning they come on board for the journey.

— Frances Shoemack, founder of Abel, on the brand's policy of capping their offerings at 7 fragrances. Read more in Connecting to the Beauty of Nature With Abel at BeautyMatter.