OUR ORIGIN & FOUNDING
It all began with our founder Amelie McGovern, growing up among her family’s creative influence she found a fascination with botany and scents of nature.
Her love of botany came from foraging and growing plants to study and draw. A specific plant really captured her imagination and that plant was moss.
“The ancients called it the earth's shadow, the place where the world turns inward and whispers to itself.” This philosophy and the poetry she studied on a Friday evening in spring, whilst sitting near moss-covered rock in the forest near her home gave her the idea to start MCG.
She created MCG for the ones who notice, who know that the most total experiences are the smallest.
All fragrances are embedded in nature and move with the seasons they were created for. MCG is for the people who love being alone with their thoughts and notice every small detail that makes their surroundings fade away completley.
It is said that “the forest keeps its memories in moss, it asks for almost nothing and returns everything.” We keep our memories in fragrance and only ask to be noticed.
Our Founder & Perfumer
Trained in Florence and London, Our founder brings together the disciplines of fine fragrance, botanical study and artistic expression.
With an instinctive sensitivity to scent and a highly developed olfactory palette, her approach to perfumery is guided as much by observation and imagination as it is by technical craft.
A deep knowledge of botanicals forms the foundation of her work. Plants are studied beyond their fragrance — through their textures, structures, environments and changing forms — becoming a source of both olfactory and visual inspiration.
With a background shaped by artistic practice, each fragrance begins with an idea, a detail or a moment worth noticing. Ingredients are considered like materials in a composition: selected deliberately, balanced with precision and given space to reveal their individual character.
The result is perfumery that sits between botanical study and artistic expression — considered, distinctive and created for those who appreciate the details that are easily overlooked.