Since 2011, FRAMA has adopted an organic and collaborative approach to design, fusing the old and the new, digital technology and analogue traditions. Their hands-on approach embraces several product collections, including lifestyle objects, homewares, interior architecture, furniture, lighting, perfumes and skin care. The St. Pauls Apothecary collection, developed in Copenhagen, uses natural, gender-neutral ingredients and essential oils to balance the skin. The aim is to evoke discovery, emphasising individuality through its refreshing and distinct scents.