Alaena was founded by dermatologist Dr. Sylvie Peres and her family on the premise that skincare should support the skin’s own biological functions rather than correct or conceal them. Asked to rethink the French luxury brand’s identity — its first project in beauty — Paris-based Odds Studio kept that origin story at the centre and avoided the clinical tropes the category defaults to. The result argues for slow luxury rooted in care: pared back, honest, and deliberately quiet in a saturated industry.
