The history of Puredistance began in 2002 with the concept of Puredistance I - Annie Buzantian's signature fragrance. And with the upcoming premiere on issue 12 - almost 20 years later - we've come full circle. A circle filled with many beautiful stories.


The world of Puredistance has been shaped by amazing and natural stories. What I mean by natural is that all of these stories are true stories and just happen in a spontaneous and organic way; they are never pre-cooked or made up.


I think the word natural will be the key word in future notions of beauty. Beauty, like anything emotional, is relative and depends a lot on culture and time. However, some beauties seem to be universal and timeless. The magic of the sunset. Mona Lisa. Chopin's Nocturne. Buddha beliefs. Grace Kelly. Parthenon. The scent of rose...


It seems to me that there is something natural about timeless beauty that I miss in many contemporary concepts of beauty. At Puredistance, we do not follow these trends and stay away from what I call "false and forced beauty". We do this by following our heart and listening to our intuition. Respecting nature and everything natural. Learning from the past. By exercising patience. And we always try to follow the Puredistance motto: "Less is more."


I believe perfumes can survive times and trends when the people behind them really care about what they do. And try to do what is right, with passion, patience and a warm heart.


Our newest perfume Puredistance No. 12 - created by Nathalie Feisthauer in Paris - I named "Beauty in Blue". It's a perfume that I immediately fell in love with when I smelled it for the first time. Dressed in a deep shade of blue which is my favorite color, I found the perfect perfume to complement the Magnificent XII collection.


For me, Puredistance No.12 is complex, rich, difficult to define, full of character, enduring in every way, and aristocratic without arrogance or pretensions. I hope you will have similar emotions!


In 2018, the 5th of June, I received an eail from Lana in Zagreb. She is a dear friend and represents Puredistance in the Balkans. She told me the well-known Parisian Perfumer Nathalie Feisthauer would like to create a perfume for Puredistance. The next day I called Nathalie and asked her to coe over to our Headquarters in Groningen for a first meeting.


July 9, Nathalie stepped off the train in Groningen and I drove her to our old "church" in the heart of Groningen. She was welcomed by our team and in the afternoon we sat around the table smelling 11 different scents Nathalie had made. While smelling the firs one - labeled "Gold Taffeta", which was described as "a sophisticated and rich Chypre note" - Nele and I instantly looked at each other, and our eyes exchanged the same message: "I love this perfume!" Although the 10 remaining fragrances were also given our full attention, it was Taffeta that left an indelible emotion.

A grand perfume that wraps around you like a cashmere veil, leaving a feminine, mysterious trail. A perfume like no other, in many ways timeless and hard to describe with words. I feel that Nathalie has perfectly captured the universal harmony, the timelessness and the magic of the concept of "XII" in her creation.