Audrey Gruss is many things—a New Yorker, the founder of a depression-focused foundation, a philanthropist, and a fashionista who hosts annual luncheons that have drawn the likes of Nicky Hilton and Ashley Judd. But besides all this, she is the founder of Hope Fragrances.
She named the line after her mother Hope, who struggled with depression for decades. The profits of each perfume sale go to the Hope for Depression Research Foundation, which works to fund the much-needed research for new drugs and treatments to fight depression.
Gruss founded the HDRF in 2006 and is one of the country’s leading organizations for depression, the number one mental health issue today.“There is an enormous crisis when it comes to mental health today,” said Gruss. “Even in the beauty arena with fragrances, there are brands that really give back to their community. Since the pandemic, one third of Americans are experiencing depression and anxiety. This area of mental health is so important.”
In 2018, Gruss partnered with Firmenich to create her own line of fragrances, making scents based on her mother’s favorite florals. “I wanted to make a fragrance to reach people with the message of our foundation and give people the opportunity to give back to a cause,” she said.
The perfume line has three scents, all of which are floral in nature. There is the signature “Hope” fragrance, a classic white floral scent, “Hope Sport,” a citrus scent, and “Hope Night,” a romantic scent with rich undertones of amber.
“I wanted to do a fragrance line because my mother loved perfume, especially jasmine and gardenia scents—she loved layering scents together,” she said. “I used to see her using fragrances on top of each other, and I asked her why she did that. My mother always said to me: ‘I like to create something new by mixing them.’”
The line includes an Eau de Parfum Vaporisateur Spray, a smaller version for a Purse Spray; a Hand and Body Crème and scented candles. Many, if not all of the scents were designed by Firmenich’s master perfumer, Honorine Blanc.
“My mother loved white flowers and surrounded herself with them,” said Gruss. “She loved the pure and delicate essences and the sense of joy they brought her. I was inspired to create this fragrance line in her memory.”
The “Hope Night Body Butter” is one of their top selling items, made of coconut oil, shea butter, plum, and vanilla. “It’s a soothing scent and it’s relaxing for your skin,” said Gruss. “I never leave the house without fragrance.”
According to Gruss, over 20 million adults have depression in the US each year, and over 350 million globally. She founded the HDRF to discover new medication, treatments, and prevention of depression. “With each purchase of Hope Fragrance, you are giving back and bringing us closer to finding answers to one of the most critical health issues of our time,” she said.
According to the HDRF, conventional medications today are outdated and do not fully work for half of patients suffering from depression. The foundation has helped provide over $50 million through 200 grants for breakthrough depression research.
“My goal at Hope with the fragrance line is to appeal to all women who want to look and feel their best,” said Gruss. “Fragrance is at the heart of that.”
“I hope that our collection is gifted to celebrate inspiring women who overcome obstacles and thrive,” she adds.
Coming up next, Hope Fragrances is releasing their “Hope Night Scented Candle” coming out in September. All of the items are available to purchase through Bergdorf Goodman.
Gruss is hosting two events upcoming this week in the Hamptons hosted by the HDRF, including a mental health discussion at the Southampton Arts Center on August 4, followed by a shopping event at the Veronica Beard boutique. She is also hosting the 8th Annual Southampton 5k Race of Hope to Defeat Depression on August 6. The run uses yellow as a symbolic color in its balloons, tents, and t-shirts to “represent hope and sunshine, it’s a bright happy color,” said Gruss.
“We’ve been doing it for 18 years, but finally the fashion world is finally catching on.”