IME Natural Perfume

Founded by Tonia Walker

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IME NATURAL PERFUME ETHOS


IME Natural Perfumes are a fun series of 9 eau de parfums, each designed to inspire a different mood. Based on the nine Muses of Greek Mythology, each scent has been uniquely blended with 100% botanical ingredients designed to encompass the essence of each muse. I believe in a holistic approach to wellness which is how I have created these perfumes and how you can access the simple nature of them. With a background in natural therapies and together with a master perfumer, each natural fragrance has been created holistically, so you can choose by muse, by mood, by colour or scent as they are all connected in that way.




BRAND ORIGINS


I had a highly demanding job in the TV industry, and I’d just finished working on a production feeling deflated and uninspired. My husband and I had a 3-month European holiday of a lifetime planned, and it was. The idea for IME was sparked when we were walking through the Uffizi Gallery in Florence. I realised that all the beautiful paintings on the walls were of women that had itty-bitty titties, potbellies, and curvy hips - these were the Muses for the most famous painters of all time.


I wanted women (ok, me) to embrace their beauty and passion for life again and let their inner muse run wild. I thought the best way to do that was to inspire a change. A change in mood can instantly make a change in your thoughts which can then make a change in your actions. Fragrance was then the most logical way of making this happen as the sense of smell is the only sense directly linked to the brain (via the olfactory nerve), and the part of the brain responsible for our memories and emotions.


Fast Forward 5 years later to 2012, a period that included burnout and a nervous breakdown, leaving TV, becoming a natural therapist/reflexologist, and leaving the pressures of Sydney for the beautiful shores of Woonona in the northern suburbs of Wollongong. What quickly followed was the birth of my son Alfie and the re-ignition of my IME natural perfume business. The rest was history!


WHAT MAKES YOU GREEN


I have tried to create a business where I can choose a better option where-ever possible i.e. paper over plastic, natural over synthetic, local over offshore, which is not always easy. Some compromises have had to be made, but overall we strive to keep things simple, local, natural, genuine & real. I am a conscious consumer and so I treat my business with a conscience too. Many years ago we switched our perfume bottles to be refillable & reusable, however, I’m really proud of our organic, biodegradable, eco-friendly solid perfume stick collection which is a more sustainable way to apply your perfume and reap all the same beautiful benefits from the botanics. We are certified 100% Natural, cruelty free, toxin free & also vegan. Solid perfumes are alcohol-free & palm oil free too.


THE IME NATURAL PERFUME MAGIC


IME is an experience, it is and will always be about the experience. That experience is based on capturing the essence of each Muse using as many of our senses as we can, this means combining not only how they smell, but also the colour they radiate and mood they inspire. To me, you can’t have one without the others, and that’s what makes it a holistic experience - [choose.your.muse]™ by muse, mood, colour or scent as they are all connected. Our Collections Pack is a great way to reimagine yourself, to explore and experience life a little differently each day with all 9 fragrances in one pack to choose from.