Beth Nonte Russell of House of Potentia
Profile: I was born into a large Catholic family and raised in a small town in Southern Indiana. From an early age, I was an insatiable reader, passionate about books, mainly because they transported me anywhere in the world that I wanted to go. All of my books came from the public library. I had such a strong connection to the physical object of the book, and I would choose based on what the book cover looked like, the heft of the book, the feel of the paper and maybe most importantly, the smell of the pages as I riffled them between my fingers.
Beth at age 10 first communion
If I didn’t like the way the pages smelled I would not choose the book; because a habit of mine was to rhythmically thumb the pages as I read, releasing the scent of the paper up to my nose. I liked older books best, they had a more complex smell than the newer books with fresh paper. So the scent of books was the first fragrance I fell in love with.
Hooks Drug Store circa 1974
Around age 12, I started going to the only local place in town that sold fragrances: Hook’s Drug Store. Perfumes and colognes were tucked away in a corner of the store and I would park myself there for hours, smelling everything they had, which at the time included things like “Love’s Baby Soft”, “White Shoulders”, and “Jovan Musk”. I craved adventure and romance, travel and excitement…and through my exploration of fragrance, and books, I could get a taste of those things.
Beth Nonte Russell and her daughter Lily in Paris, March 2017
My life took me in many directions in adulthood, but my love of books and perfume endured. I worked in politics, and later earned my masters degree in psychology and began working as a therapist. In my late thirties, I had a life-changing experience which brought these two threads, books and perfumery, together in a way I could never have imagined as a girl. On a trip to China, I brought home a baby unexpectedly, an orphan that a friend was planning to adopt; she ended up not being able to go through with it. I brought the baby home to a new life, and sat down for the next two years to write a book about the experience.
The book, “Forever Lily”, was published in 2007; while I was editing the book, it occurred to me how often I referenced scent, and the impact it had on me during this trip. I conceived of the idea to create a fragrance inspired by this experience, but I had no idea how I would do that. Things led to things, and a year later a fragrance was born, also called ‘foreverlily’, and with that I became a fragrance entrepreneur.
Beth Nonte Russell and Pamela Vaile at the Fragrance Foundation Award ceremony, June 2018; Potentia Amber Gold was nominated and was a top ten finalist as "Indie Fragrance of the Year"
My current project, House of Potentia, takes me deeper into perfumery than I would ever have imagined I would go. It came about years after launching foreverlily, when I met a long time beauty industry consultant, Pamela Vaile. We were in discussion about working together, and I mentioned an idea I had, or really more of a question: could we create a perfume that helps someone reach their highest potential? This thought came out of my experience doing therapy with clients, thinking of alternative ways to help those who were struggling with existence and with defining themselves in this world. It felt to me that something more was needed to help these clients, and that focusing on pathology, making life struggles a ‘disease’, did more harm than good. In therapy session it often seemed to help when we could focus on what was possible, rather than what was ‘wrong’.
House of Potentia
The original idea evolved into a fragrance line that seeks to help people navigate life in a new way, and to see themselves in the context of unlimited potential. I believe perfume has the power to bring us to states of higher awareness, help us learn about and understand ourselves, and bring us to a deeper appreciation of our unique lives and the beauty of the world. House of Potentia was created to explore all facets of the human experience using perfumery as a tool. House of Potentia is a new way of approaching the use of fragrance; not as storytelling or aspiration to a fantasy, but as a way to deepen connection to our inner selves. This, to me, is the only journey worth taking.
Pamela Vaile at work on House of Potentia
On American Perfumery: There are distinctly American traits and values that have shaped the way I approached House of Potentia. I grew up during the ‘anything goes’ era of the 1960’s and ‘70’s; I truly believed that anything was possible. Our brand, House of Potentia, is about pushing past limitations and expanding your view of yourself; a mindset very much influenced by American culture. Being an American implies being willing to take risks, to try new things and new viewpoints, which leads to personal growth; that is what House of Potentia is all about.
Yo Yo Ma via wikipedia
Favorite American Artist: When I was writing my book, “Forever Lily”, I stumbled upon a cd by the amazing cellist YoYo Ma. It was his “Silk Road Journeys” album, and I played it each and every time I sat down to write. It transported me immediately to another land, another time…and always put me in an altered state where I could write with inspiration. I admire the breadth of his musical interests, the different genres and styles that he explores and shares with all of us.
Beth Nonte Russell, Founder of House of Potentia
House of Potentia Amber Gold was a 2018 Fragrance Finalist in the Indie Category for Best Niche Perfume
Thanks to Beth Nonte Russell of House of Potentia we have a draw for two readers for House of Potentia’s Scent Journal (5×8 ml) of Amber God Elixir Oil, and four Eau de Parfums: White Light, Black Smoke, Indigo Flame and Silver Thread
or your choice of White Light, Black Smoke, Indigo Flame and Silver Thread click here for descriptions valued at $150. To be eligible you must be a registered reader (register here) in the USA, you must be registered or your comment will not count.
Please let us know which you choose in your comment. Kindly tell us what you found fascinating about Beth Nonte Russell’s path to perfumery and which House of Potentia perfume appeals to you. Draw closes 7/6/2018
Please like CaFleurebon Profiles in American Perfumery and your entry will count twice. Please leave that in your comment.
Beth Nonte Russell is our 136th American perfumer in our series which began July 3, 2011 and featured natural perfumer Anya McCoy in celebration of The fourth of July. All photos belong to Beth Nonte Russell unless noted
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