Sage & Salt’s Fragrance Duo Take Cues From Phases of the Moon

Sage & Salt is witching up the personal fragrance category.

The brand, founded by Corbin Chamberlin and known for its energy-shifting room sprays, is debuting a duo of personal fragrances that are created “in coordination and alignment with the full and new moons,” according to a statement from the brand. The collection, called Lunale, is composed of two scents, Luna Absolute and Moon Ring, which each retail for $195. Preorders launch on Sage & Salt’s website this week, and it will roll out with Mecca as a six-month global exclusive shortly thereafter.

Sales grew 35 percent in 2024, said Chamberlin, largely driven by the home fragrance category and hero products such as its sage room sprays like its Smokeless Smudge, Intuition Spray and Abundance Mist.

“On our website, aromatherapy and room sprays were number one,” Chamberlin said. “I waited until we could do fragrance the right way — it’s incredibly expensive, and I didn’t want to rush it and I didn’t want to take money from investors.”

The concept is to offer consumers a similar energy-lifting experience in a personal fragrance they could actually wear, Chamberlin said. “All of mankind has realized that the moon possesses power, and we are tapping into this thing that happens twice a month — a full moon and a new moon. The fragrances have ingredients with energetic associations with both of those phases.”

Moon Ring, for example, is made under the new moon with a Chamberlin-developed sound energy and crystal energy ritual. “A new moon is a time where we manifest, where we plant seeds of intention, when we come up with new ideas and strive for freshness,” he said. Luna Absolute accentuates “this charged moment where we can remove habits, energy changes in our lives, and we feel supercharged to make big things happen.”

Both fragrances, formulated by independent perfumer Sarah Horowitz, are unisex. Luna Absolute blends Italian bergamot, pink pepper, cardamom, juniper berry, Bulgarian rose, amber, palo santo, oud, tobacco leaf, sandalwood and Brazilian vetiver; Moon Ring includes green fig, tomato leaf, lemon, saffron, stargazer lily, orange blossom, jasmine, sandalwood, vanilla, orchid and tobacco leaf.

“Sage & Salt has been, from Day One, an energy-based magical brand,” Chamberlin said. “We had to find the right partner and be able to incorporate ritual into making this. And I’m anticipating we’re going to sell 15,000 units in just the preorder.” At the fragrances’ retail price, that would be just shy of $3 million in sales.

Preorders open in the U.S. this month, and then Mecca will hold global exclusivity on the two scents for six months before they roll out to other retailers and officially launch in the U.S. In Sage & Salt’s home market, prestige fragrance soared 14 percent in the nine months ending in the third quarter of 2024, per Circana data.

Chamberlin is bullish on the Australian consumer — 4,000 of them inquired about the brand to him directly in the past year — and he was attracted to Mecca’s philosophy on brick-and-mortar. “Mecca has this profound ability to highlight brands that fit this incredible narrative, and they have such an appreciation for brand and retail,” Chamberlin said. “There was so much energy from them and support that the partnership just made sense. And they have an incredible customer base.”