Why We Founded ÆR

We founded ÆR because access to mental clarity shouldn't be complicated.

The world is growing faster, louder, more unpredictable. One crisis follows the next. Mental strain is rising, and we are all trying to keep going amid distraction, overstimulation and exhaustion. But before daily life takes control of us, we need something to hold on to — something that holds us in return: something real, tangible, a tool that lets us consciously regulate our state instead of being overrun by it.

That is why we close the gap between the ancient art of aromatherapy and the modern psychology of performance. We create a way to find presence anytime, anywhere — no apps, no screens. Just breath. Scent. Awareness.

From Stress to Mission: The ÆR Founder Story

ÆR was born from a personal turning point — out of overwhelm, stress and a longing for stability. From the realization that mental wellbeing is not a given, but our own responsibility.

“Our inner wellbeing is not a given. We carry the responsibility for it — for ourselves and for those who rely on us.” - Fabian, Co-Founder of ÆR

Our own crisis became our mission: we give people back control over their emotional state — just as we had to reclaim it ourselves. Through targeted micro-retreats that fit effortlessly into everyday life.

The Minds Behind ÆR

Meet the founders: Sherna, a certified aromatherapist and aromapsychology practitioner, and Fabian, with a background in business psychology. Together they combine functional botanical blends with the psychology of memory and scent — in a deliberately designed object.

Sherna

Founder & State Design™ Architect

Certified Aromatherapist · Aromapsychology (Tisserand Institute) · School of Aromatic Studies · Sensory Science · recognized by NAHA & IFPA


Sherna developed the State Design™ methodology — a structured approach to consciously shaping inner states through scent. She personally formulates every ÆR blend as a functional instrument for clarity, activation, reset and calm. From the scent architecture to the refill concept to the object itself, the entire product system comes from her hand.

What drives her: making mental clarity tangible — something that holds when daily life gets loud.

More

Fabian

Co-Founder & Brand and Growth Strategy

Business Psychology · Applied Media Economics · Founder of Cogniteer

Fabian leads ÆR's brand direction and growth. He combines behavioural-science insights with brand leadership and shapes the entire brand experience — from the first touchpoint to the daily ritual. His career began in leading German advertising agencies; with Cogniteer he now advises companies on behaviour-based growth and conversion optimization.

What convinced him: building a brand with real substance — not just visibility.

More

ÆR is more than just the result of our work — it is a collective endeavour. This journey was only possible thanks to the support and talent of a network of experts, partners and friends who believed in our vision.

Ready to Find Your Ritual?

Discover the ÆR collection, formulated and designed by our team of experts.

Shop the Collection