Photos courtesy of MOODEAUX.
Valentine’s Day has long been synonymous with romance. For MOODEAUX, February 14th is just as much about the outward love as it is about turning that affection inward. Even more so now, with the brand launching the new fragrance, Avant-Garden, today. This scent, which is the fourth in the collection, is their first true foray into florals. Founder Brianna Arps is reclaiming the rose as a symbol of self-love, survival, and beauty that blooms off of the beaten path.
“Avant-Garden is a love letter,” Arps tells ESSENCE. “To myself, to my mom, and to anyone who’s walked an unconventional path.” That sentiment is woven into every layer of the launch. It’s a quiet but powerful reminder that love doesn’t require a partner; it requires presence. “We ritualize fragrance over here,” she adds. “It’s rooted in self-love, self-care, and self-expression.”
The timing is no accident. After a year that Arps describes as one that “almost took me out, figuratively and literally,” Avant-Garden blooms as both a return and a reset. Originally slated for 2025, the launch was intentionally delayed as Arps confronted burnout—mentally, physically, and spiritually. “Life and entrepreneurship forced me to sit down and refocus,” says Arps. “This launch is rooted in resilience—in how roses bloom in the most treacherous conditions.”
This metaphor is brought to life by the notes of the fragrance: grapefruit, rhubarb, oud, iris, and vanilla wood for warmth and depth. “We wanted people to think differently when they think floral,” Arps explains. “This isn’t a church-auntie rose. It’s playful, shocking, familiar, and unexpected all at once.”
Avant-Garden isn’t just a product; it’s an invitation to experiment, to layer, and to wear fragrance without rules or gendered expectations. “Who are we to assign gender to a plant?” she asks. “Rose comes from the earth. That’s it.”
Legacy is another throughline. Inspired by Arps’ mother and late grandmother—the two best-smelling women she knows—the scent carries memories. “They taught me that scent is self-care,” she recalls. “Even when things were hard, they still showed up with intention. Hair laid. Fragrance on.”
As MOODEAUX continues to grow, Avant-Garden marks a more mature chapter for the brand. With four fragrances now spanning multiple scent families, Arps feels closer to fulfilling her mission of creating modern fragrances for every mood. “You can’t say that and only have three moods,” she adds. As for this one in particular? She hopes it will grant people permission. Permission to bloom differently. Permission to love yourself loudly. And permission to flaunt exactly how you feel.
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