THE son of Lush’s chief executive has launched his own fragrance brand to take on the giants of the industry.

Poole’s Simon Constantine, who created perfumes for Lush and was its head of buying for a decade, wants to challenge the “bloated £30billion fragrance industry”.

He has launched ånd, a range of five fragrances taking its name from an Old Norse and English word for breath, spirit and ghost.

Simon Constantine – whose father Mark co-founded Lush in Poole – said the brand would stand with indigenous people and those protecting ecosystems.

The new business, which he founded with long-time local friend Chris Morey, would be “sticking our middle finger up at the big guys - the cabal of vapid fashion houses and their indulgent luxury markets taking it all and giving little in return”.

The brand wanted to “reduce the stench of exploitation, mindless consumption, flagrant and disgusting overindulgence and pointless opulence”, he added.

He said: “The world’s falling apart, at least that’s how it feels right? In short it stinks. And a lot of it’s our fault. But it may not be over just yet. We can still make choices to help. Take actions to heal. And do stuff to make a difference. Let’s be honest, ånd isn’t going to change the world or ‘save it’ on its own. But we can make a stand.

“ånd fragrances are formulated from the highest quality, carefully sourced, exquisite ingredients. Everyone says that sort of stuff. ånd is different though. Very different. ånd is regenerative, supporting communities whose voices need to be heard at this time of ecological and climate crisis.”

The new range is handmade in Britain, cruelty free, vegan and ethically sourced, with packaging from recycled materials, the company says.

While 52 per cent of adults say it is important for a beauty product to be eco-friendly and to use sustainable ingredients, only 20 per cent of fragrances launched in 2019 cited ethical and eco credentials.

The brand has partnered with the Kayapo community in Brazil, using the community’s tonka beans to create the signature notes in its fragrance Beån. All proceeds from the first 100 bottles were donated to help buy basic hygiene equipment and supplies. The initiative was launched after Mr Constantine met Nobel Peace Prize nominee Chief Raoni of the Raoni Institute, who was hosting one of the largest gatherings of Amazonian indigenous leaders to address the threat of illegal deforestation and the community’s limited access to healthcare.

ånd fragrances are unisex, with 10ml versions selling for £35 and a Discovery set, containing 2ml samples of all five perfumes, at £25.