Lena norling FRAMA

 We discovered Lena and her woody inspirations on Instagram. Creator of fragrances, and especially for the danish brand FRAMA, she is inspired by simple things of life.

What’s your story ? How did you became a fragrance developer ?

In my childhood, my grandmother gave me many lessons; the most important one was “just be yourself“. She taught me to embrace my aesthetic sensibility and gave me the tools to express my feelings through flowers, herbs, music and visual universes. All this is laid out as a path to explore aromas, colors and the vibrations of sounds in the world surrounding me. Opening this door in my life, I saw the beauty that nature beholds. To observe the beauty in a flower, the wind playing with a straw, the sound of the oceans echoing, or the note of wood in the fireplace, is still the most soothing thing for me.

What is a good fragrance according to you ?

3 things : when only pure, natural ingredients are considered worthy / when based on a good story / when norms are set aside.

What wood means to you ? 

Wood – to me – is not an essential component, when creating a scent – however. I feel very inspired, “lying on a forest floor”, telling a story from here. I have a penchant for wood and specially sandalwood, cedar and pine. Woody notes often appear in my story telling, when composing a fragrance.

Can you describe us the last fragrance you made for FRAMA, 1917 ?

An interpretation of the classical chypre from 1917, wooden notes of moss and grass from the Mediterranean Cypriot flora creates a deep, mysterious character. This contemporary interpretation is blended with layers of Rose, Lilac and Seaweed to form a green, vibrant expression. Created in collaboration with Kunsthal Aarhus which was established the same year. Hundreds of Aarhus citizens contributed with tales of fragrance experiences and memories from the city through time. Top notes : bergamot and cedar wood – Heart notes : rose and lilac – Bottom notes : patchouli, seaweed and oak moss.

What’s your plans for the future ?

Currently, I am working on a line extension of St. Pauls Apothecary Collection by FRAMA. To be included is: Body wash, Body balm, shampoo, conditioner, Fragrance candles, Interior scent.