All come together at House of Potentia to create unique life navigation tools that assist in exploring our highest human potential.
BACKGROUND
Created and founded by Beth Nonte Russell - psychologist, writer, mother, fragrance lover, entrepreneur, alpaca farmer - House of Potentia came into being with one simple question: what if a perfume could help you unlock your highest potential?
Working with the finest perfumers, artists, ingredients, and designers, House of Potentia is committed to beauty, truth and goodness in all its products. Developing goods that speak to the mind, body, emotions and spirit, Potentia is dedicated to the greatest of all quests: the desire for Self Knowledge.
OUR FOUNDER
Beth Nonte Russell, the author of “Forever Lily”, a memoir about the adoption of her daughter from China, lives and works in Virginia and South Carolina. With her husband and three daughters, she created a working farm where they raise alpacas, chickens, turkeys, donkeys and various other rescue creatures that have found their way there. Beth grew up in a small town in Indiana and attended Indiana University. She earned a Masters Degree in Psychology at Marymount University and worked as a therapist until the fateful trip to China that changed the trajectory of her life. An unlikely beauty entrepreneur, Beth is inspired by the power of fragrance and beauty of all kinds to enhance our lives and give us the encouragement we need to pursue self-realization.
Sustainability
The Potentia “Perfumery is Agriculture” Initiative
Before it becomes perfume, it has to be grown. In this sense, without agriculture, modern perfumery could not exist. Coming from an understanding that without sustainable agriculture practices many of the raw materials used pervasively in the perfume industry could be threatened, this initiative seeks to support and promote best practices in agriculture methods, land use, and entrepreneurship. Heading up this initiative will be Randy Russell, an agriculture consultant and lobbyist for 30 years in Washington, DC. A former chief of staff of USDA, Randy has extensive experience in all aspects of the agriculture sector. Randy also serves as Chairman of the World Food Program USA.
The Potentia fragrances are crafted with the highest quality perfumery raw materials in the perfumer's palette.
We maintain best practice harvesting of these ingredients through our many sustainability programs that give back to the growers, the harvesters, their families and the communities that support them in all parts of the world.
Amber
An ancient fossil resin, Amber has also been named “captured sunshine”. It is loved for its warmth, uniqueness, and beauty and believed to bring good health to those who possess it. Amber smells sweetly of warm vanilla and labdanum, possessing a jeweled, golden hue. The resin has been prized since Neolithic times, where it was found either washed ashore or crystalized around the trees from which it is produced.
Our products that contain Amber
Ambergris
Ambergris was one of the most rare and expensive raw materials used in perfumery. It has long been a favorite perfume ingredient, though its source was a mystery for many years. The gray, waxy stone-like pebbles were found washed up on beaches, but it is now known that ambergris is a calculus produced by the Sperm Whale. Today, Ambrox and Ambranum are used as an alternative to Ambergris, mimicking its delicate, sweet, somewhat woody and extremely persistent fragrance.
Our products that contain Ambergris
Ambrox
Ambrox is a musky, ambery aromatic material with a creamy, woody facet. Ambrox is based on Amber but brighter. It is extremely tenacious, lending a velvety long-lastingness to fragrances. Ambrox was first introduced as a substitute for the rich aroma of rate Ambergris. Its fragrance is less salty, and offers a modern radiance.
Our products that contain Ambrox
Atlas Cedarwood
Atlas Cedarwood is a large, aromatic tree that has been celebrated for millennia. It has been used medicinally, cosmetically and is considered to be one of the earliest incensed materials. The oil obtained from Cedarwood is one of the oldest ingredients used in perfumery. Cedarwood, has a distinctive woody, spicy-resinous scent.
Our products that contain Atlas Cedarwood
COPAIBA
Copaiba is an oil extracted from the trunk of a wild tree that grows in the Amazon Rainforest. It has been used medically since the 16th Century across various parts of Brazil. The smooth, creamy, and woody fragrance has also been used as a source of aromatherapy, promoting feelings of inner peace and tranquility.
Our products that contain Copaiba
Coriander
The history of Coriander dates back many centuries with no traceable origin. Coriander Seeds have been found in the tombs of the Ancient Egyptians, used as a medicinal spice amongst the ancient Greeks and an aphrodisiac during the Renaissance period. The seeds offer a warm, citrus, spicy aroma.
Our products that contain Coriander
Incense
Incense has long been used for religious and spiritual rituals since the dawn of civilization. It’s history and cultural reach is so vast that its origins cannot be traced. It is a preparation of aromatic materials intended to release fragrant smoke when burned. It’s intense aroma is rich, warm, spicy, smoky, and luxurious and imparts a feeling of serenity and indulgence.
Our products that contain Incense
Labdanum
Labdanum is a resinous material obtained from the Mediterranean species of rockrose and traces back to ancient times. When inhaled, it is said to increase one’s senses and elevate emotions. Labdanum’s scent is warm, rich and sensual and one of the most classically used notes in amber-style fragrances.
Our products that contain Labdanum
Mate Absolute
Native to South America, Mate is also called Yerba Mate. The leaves of the Mate plant are harvested and steeped to be used for tea. Mate is believed to have healing properties, reducing stress and insomnia. The belief dates back to the Guarani Indians, who chewed Mate leaves to help during long travels or strenuous work. The fragrance profile is described as green herbaceous and tea-like
Our products that contain Mate Absolute
Neroli
Though the used of Neroli Oil dates back to ancient times, its use as a perfumery ingredient did not become widespread until the 17th century when the Italian princess, Anne-Marie of Nerola, used the oil to perfume her gloves and baths. Neroli Oil is the product of the steam-distillation of the flowers from the Bitter Orange Tree. Its fragrance is greener and spicier than Orange Flower Oil, which shares the same origin.
Our products that contain Neroli
Oud
Oud oil, also known as Agarwood, Aloeswood or Eagleswood, is an extremely rare and precious oil originating from North Eastern India and parts of South East Asia. Oud has a very long history of use as a medicine, incense and as an aromatic oil. The resinous material is produced by the heartwood of the Aquillaria tree, and imparts a dark, woody and smoky aroma.
Our products that contain Oud
Patchouli
Deriving its name from the Tamil language, Patchouli means “green leaf”. A robust and extremely fragrant plant, Patchouli’s scent has been a staple in perfumery for centuries. Due to its insect-repellant properties, silk and cashmere traders folded Patchouli leaves inside their merchandise. The hearty fragrance became embedded in the fabrics, creating an air of allure and exoticism that delighted the recipients of the goods. Patchouli’s distinctive aroma is earthy and sensual. Its evocative scent adds mystery and sensuality.
Our products that contain Patchouli
Sandalwood
Sandalwood is a scarce, valuable wood originating in India. Once used for building Hindu temples, its diffusive, attractive aroma provides exceptional trail. Sandalwood, regarded as a symbol of vitality, has solidified itself as one of perfumery’s most expensive raw materials. Known for is distinctively creamy fragrance, Sandalwood is said to awaken sensuality and align the body’s chakras.
Our products that contain Sandalwood
Vanilla
Vanilla is an old spice grown by the Ancient Mexicans and thought to be a gift from the gods. The Vanilla Pod grows from the Orchid plant and is used in both fragrance and flavor. Aztecs used it to flavor chocolate and taught the practice to the Spanish conquistadors who carried it with them to Europe in the 15th century. The allure of Vanilla quickly spread, leading to its cultivation as far as Madagascar. The warm, sweet and comforting aroma of Vanilla is one of the most well-known in the world.
Our products that contain Vanilla
Vetiver
Vetiver is a grass that is native to India but is also grown in Haiti, Indonesia and China. The oil is extracted from its roots and has a distinctive damp, woody scent reminiscent of pencil shavings and wet earth. Known as the “Oil of Tranquility” in India, Vetiver has been used for its soothing and healing properties since the 12th century. The ingredient is so well celebrated that is was, and still is, used as an offering to gods and idols during India rituals.
Our products that contain Vetiver
