Perfumes can change throughout the day, but who has not already complained that, a few hours after application, the aroma seems to disappear from the skin. What if we tell you that there is a new brand that promises to solve the problem? We are talking about OBART, which will debut in Europe exclusively at Sephora and, along the way, presents a concept that promises to give rise to a new beauty category: scentcare.

Changing for kids, the premise of the badge involves, instead of focusing only on the fragrance, previously preparing the skin to enhance the performance of the perfume, prolonging its duration without changing the original aroma. It is an approach that responds to one of the greatest frustrations of those who invest in fragrances, which has to do with seeing them (or, rather, feeling them) disappearing a few hours after application.

Thus, the great highlight of this launch is the P3 Fragrance Primer, presented as the first universally primer for clinically proven perfume, reads a statement. It has no fragrance, has a light texture and is governed by a dry finish, applying itself before the perfume on the pulsation points, such as wrists, neck and neckline, creating a base that helps to better fix the fragrance molecules.

According to the brand, the formula was developed over three years of research and produced in South Korea. The primer promises to extend the duration of the perfume up to an additional eight hours and increase the intensity of the fragrance up to three times after 12 hours, results that, according to OBART, have been clinically proven. There are versions of 15 or 50 milliliters, with prices between €22 and €39.

The range also debuts with eight eaux de parfum, developed in France by DSM-Firmenich perfumers, in an approach that follows the brand's philosophy. They are vegan and are not tested on animals, having been created to work both independently and in layers (the famous layering trend), and can be combined with each other or with perfumes from other brands.

Instead of the traditional olfactory pyramid, the label bets on a more contemporary construction, based on six notes carefully selected for their impact and clarity. Available in 30 milliliter bottles, inspired by the universe of skin care and designed to be easily transported, they include the references Ambre Animal, Vanille Magnétique, Santal Spirit, Le Smoking, Le Cleaning, Lady in Rouge, Caramel Couture and Blue Stripe, all at 44€.

The founder of the brand, Sophia Risch defends, however, that the goal was never to create another fragrance. "We set out to create a category. Scentcare takes the rigor of skin care to the perfumery universe, because using perfume can also be a gesture of care," he explains, in the same letter.

That said, OBART products arrive exclusively at Sephora from August 10, in early access through the brand application. Online sales start 12 and arrival at physical stores is scheduled for 17 of the same month. Along with these releases, viral brands such as Hailey Bieber's Rhode and REFY will also arrive in Portugal.