Creative agency Free The Birds has launched ‘Beautiful Thinking’, a limited edition, room fragrance created from ingredients that aim to inspire creative thought. Available to buy online, all profits will be donated to Create, a charity that enhances the wellbeing of adults and young people through the creative arts.

Free The Birds partnered with Sarah McCartney, an acclaimed independent parfumier to create a scent made from a blend of natural ingredients, some of which are known to have beneficial properties for mental function and that in turn, could help inspire the imagination.

The fragrance is the brainchild of Free The Birds’ three founders who wanted to not only celebrate creative thinking, but also give back to the industry they have been a part of for over 20 years.

“We are all aware of the challenges currently facing our industry and our aim with this launch was to not only share our passion for Beautiful Thinking and the power of creativity, but also raise funds for a charity that is actively helping the creative sector.” said Partner and Creative Strategy Director Paul Domenet.

Packaged within a refillable and recyclable glass bottle, ‘Beautiful Thinking’ is a fragrance containing notes of peppermint – said to improve mental clarity*. Cashmerian Velvet brings comforting woody notes whilst clearwood with patchouli are said to aid focus**, and karmawood brings a sense of harmony. This blend of ingredients all rests on a bed of upcycled rose. A Virginian Cedar pencil lies inside the bottle and over time will continue to infuse the fragrance.

Domenet added: “Nothing is more powerful or provocative than our sense of smell. It stimulates our appetites, flies us back to our childhood, transports us to people and places we love and have loved. We’re delighted and honoured to have partnered with Sarah McCartney on this beautiful room fragrance, which we hope will ultimately help to empower the wellbeing of young, creative people.”

Nicky Goulder, Founding CEO, Create said: “Our mission is to use creative arts to empower lives and enhance people’s wellbeing. It perfectly aligns with Free The Birds’ own values and purpose, so we are honoured to have been chosen as the charity partner on this initiative. Anything that helps encourage creativity is so important, now more than ever. Our work sees us supporting individuals to fulfil their potential, and the profits made from this will go directly towards upskilling society’s most disadvantaged and vulnerable people.”

The Beautiful Thinking Fragrance aligns with the organisation’s values of good design and the carefully curated collection of classic, beautiful, and cutting-edge books, gifts and objects focusing on architecture, furniture and all aspects of design from graphic design to fashion. You can purchase the Beautiful Thinking Fragrance online at https://beautifulthinking.co.uk/ for £39.99.