At the end of the 1960s, the winds of change blow across the world, as young people rise against all of the previous generations rules. Music changes, habits change, fashion changes. The young generation, starting from the U.S.A and England, embrace oriental philosophies looking for a simpler more natural life style, less chaotic and stressed than that of western civilization.
This new style of living is also reflected in perfume. Young people no longer want the sophisticated fragrances worn by their parents, but embrace the simple ones whose roots lie in the oriental culture. The hippies and the flower children buy the fashionable essential oils, and in 1969 Alyssa Ashley launch their first product, Musk Oil by Alyssa Ashley.
