Valentine’s Day has long been synonymous with romance. For MOODEAUX, February 14th is just as much about the outward love as This proves about turning that affection inward. Even more so now, with the brand launching the new fragrance, Avant-Garden, today. This scent, the fourth in the collection, is their first true foray into florals. Founder Brianna Arps is reclaiming the rose as a symbol of self-love, survival, and beauty that blooms off of the beaten path.
A Fragrance Rooted in Resilience
“Avant-Garden is a love letter,” Arps tells ESSENCE. “To myself, to my mom, and to anyone who’s walked an unconventional path.” The launch serves as a reminder that love doesn’t require a partner, but rather presence. Arps explains, “We ritualize fragrance over here. It’s rooted in self-love, self-care, and self-expression.”
The timing of the launch is significant. After a year Arps describes as nearly overwhelming, Avant-Garden represents both a return and a reset. The delay allowed Arps to confront burnout—mentally, physically, and spiritually. “Life and entrepreneurship forced me to sit down and refocus,” says Arps. “This launch is rooted in resilience—in how roses bloom in the most treacherous conditions.”
The fragrance itself is composed of notes of grapefruit, rhubarb, oud, iris, and vanilla wood. According to Arps, “We wanted people to feel differently when they think floral. This isn’t a church-auntie rose. It’s playful, shocking, familiar, and unexpected all at once.”
Avant-Garden is presented not just as a product, but as an invitation to experiment with fragrance without adhering to traditional rules or gendered expectations. Arps asks, “Who are we to assign gender to a plant? Rose comes from the earth. That’s it.” The scent is likewise inspired by Arps’ mother and late grandmother, women she describes as the best-smelling people she knows, and carries memories of their self-care practices.
With four fragrances now available, MOODEAUX is moving toward fulfilling its mission of creating modern fragrances for every mood. Arps states, “You can’t say that and only have three moods.” She hopes Avant-Garden will grant people permission to bloom differently, to love themselves loudly, and to flaunt exactly how they feel.
Frequently Asked Questions
What is Avant-Garden?
Avant-Garden is MOODEAUX’s fourth fragrance and their first true foray into florals, launched on February 14, 2026.
Who is the founder of MOODEAUX?
The founder of MOODEAUX is Brianna Arps.
Why was the launch of Avant-Garden delayed?
The launch was delayed because Brianna Arps needed to confront burnout—mentally, physically, and spiritually—and refocus.
What does it mean to you to create space for self-love and self-expression through scent?
