Nurture by Abel is a fragrance that is specially developed to be completely safe during the pre & postpartum period. Safe for mother and child and the sensitive skin of your baby. From an art direction point, we wanted to take the mother and child as a central pillar just like Abel did. The whole idea started with something the client said “A lot of babies are born in the morning” Thinking back to the birth of his child the art director encapsulated the idea of creation, nurturing in the womb, delivery, and landing on earth as the main story line. In the end, Most Studio Amsterdam composed beautiful music including the sound of the inside of a womb.

It’s been said that our children choose us, we believe we pick each other, and we meet and go on our life’s journey hand in hand. We couldn’t be more thrilled with the results and are very grateful to Abel and their wonderful people that we can be a part of this.