The Art of Being Ready
WE HAVE SOME RATHER EXCITING NEWS TO SHARE.
For the past several months, we’ve been quietly working with an ambitious new American personal care brand called BOXBOX.
Launching in 2027, BOXBOX is setting out to reimagine men’s grooming and personal care through a compelling combination of science, engineering, considered design and an obsession with performance.
And we’re delighted to share that The Raconteur is the perfumer behind the signature fragrance being developed for its collection of personal care products.
But this story has another rather extraordinary dimension.
FORMULA ONE MEETS PERSONAL CARE.
BOXBOX has partnered with the Aston Martin Aramco Formula One Team as its Official Men’s Personal Care Partner and Pit Stop Partner.
It’s a collaboration that goes well beyond the racetrack. The team will contribute to the testing and development of BOXBOX’s products and packaging, bringing the demands of elite motorsport into the design of everyday personal care.
Think performance. Precision. Innovation. And the extraordinary demands of a life constantly in motion.
AND WHAT DOES ANTICIPATION SMELL LIKE?
That was the question BOXBOX asked us when we first began working together.
Not simply to create something that smells beautiful, but to design a fragrance with a purpose. A scent that captures the extraordinary moment just before something begins.
The anticipation. The energy. The clarity. That moment when preparation becomes action.
It’s been a fascinating creative and technical challenge, developing a fragrance architecture that works across different personal care formulations while maintaining a distinctive and consistent olfactive identity.
And it’s precisely the sort of challenge we love.
THE START OF SOMETHING EXCITING.
We’re thrilled to be working alongside the BOXBOX team and to play a part in bringing this ambitious new brand to life.
There’s much more to share as the products continue through development and testing ahead of their 2027 launch.
Images and videos courtesy of @getboxbox