Fragrance house

Carta

Carta was founded in 2017 by Heather D’Angelo, a San Francisco–based perfumer, musician, and ecologist. Its concept developed from her work with botanical samples in the Malaysian rainforest during research at Columbia University. The brand approaches fragrance through ecology, linking scent to ecosystems and the people who protect them while considering sourcing, production, packaging, and environmental effects across the supply chain. Its first fragrance, Moena 12|69, launched in 2017 around Moena Alcanfor, an essential oil distilled from tree branches and leaves in Peru’s Tambopata Province; its coordinate-style name points to the ingredient’s source geography. In 2020, Carta released Immortelle 43|17, built around Helichrysum italicum essential oil from family-run farms in Bosnia-Herzegovina and Croatia’s island of Hvar, extending its scent-and-place concept from the Amazon to the Dalmatian Coast. On Earth Day that year, D’Angelo co-founded the Coalition of Sustainable Perfumery. Carta’s public identity has also been shaped by Kimi Lewis, Dana Covit, and Lien Do through branding, storytelling, and soundtracks for its first two releases.