Translating emotion into olfactory excellence through New Zealand made home fragrance

The Virtue is the glorious love child of Creative Director Brooke Lean and her talent for capturing moments that move the soul, bottling them into something that stirs us profoundly on an emotional level, transporting us to a moment in time that has deeply imprinted upon us. 

Lean grew up in Taranaki, and after travelling the world with her young family relocated home to New Zealand to pursue her passion as a talented photographer. It was Brookes work as a photographer that first sparked her enthusiasm for capturing powerful moments in time.

She worked with women to capture the birth of their child, their wedding day, or the moment they said yes to a forever as their fiancée took a knee, and Brooke understood that there was something else at play whilst she was capturing the most special moments of someone’s lifetime, there was more than what the camera was able to capture.

The Virtue founder, Brooke Lean

She reflected on her own special memories and explored the connection between moments in time, and our sensory experience, and it was from this artful exploration that The Virtue was birthed.

A range of fine fragrances to capture, enhance and evoke life’s most beautiful experiences. 

“I wanted to create a full sensory experience” explains Brooke, “a catalyst to memory and imagination, something that can transport us to another realm”. 

Lean has worked for the last five years in collaboration with perfumers in Grasse France, to create The Virtue’s seven current signature fragrances. From the balmy breeze of a Caribbean interlude, captured in the perfection that is ‘Cienfugos’.

Queen ‘Iris’, a woman who knows her own mind, regal and welcome like the arrival of spring. Or perhaps 1987 speaks to the child in you, powerful and potent, she’s a white floral fragrance, full of melodramatic nostalgia.

The Virtue has seven signature fragrances, each one capturing pure magic, and speaking to the soul, evoking moments of perfect nostalgia, and both transporting and empowering the wearer from the second the scent leaves the bottle.

All designed in New Plymouth and made in New Zealand, The Virtue captures the magic that is the moments that add depth to a life well-lived. 

The Virtues range of seven fine fragrances are available in 50ml Parfum $189, 10ml Parfum $69, Large Soy Wax Candles $89, Room Spray 100ml $69 and a soon to be released incense collection. 

Available online and with an expanding wholesale network due entirely to the demand created by word of mouth, this is a New Zealand made, highly coveted, curated brand that captures a love story for all. 

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