Fragrance house

ASCENTION Parfums

Founded by Greta Fitz in 2018, ASCENTION Parfums was created to connect fine fragrance with wellness, emotional well-being, manifestation, and self-care. Fitz brought previous experience from L’Oréal, Coty, Shiseido, and Clarins, as well as creating Clean Reserve, to the brand’s clean-fragrance positioning. ASCENTION treats scent as part of an emotional-wellness experience, combining fragrance with intention, affirmations, crystals, and ritual. Its initial creative system connected perfumes to emotional need states such as love, peace, detox, courage, and prosperity, with each scent associated with a crystal. Ascent to Love became the clearest documented example of this approach after featuring in a 2023 TikTok event that materially altered the brand’s trajectory. By 2026, the creative identity had expanded into ASCENTION PARFUMS PRIVÉ, with Elorya presented as its first fragrance and as a perfume of embodiment.