This Valentine’s season, Atlanta-based clean lifestyle brand Urthy is offering a fresh take on how to celebrate connection—one rooted in scent, ritual, and shared experience. Alongside the launch of Heartstruck, its first-ever vanilla-forward fragrance, Urthy is inviting guests into its signature in-store labs for a limited run of immersive Valentine’s and Galentine’s classes designed to be felt, not just gifted.
Available just in time for the holiday, Heartstruck introduces a warmer, more intimate expression to Urthy’s fragrance portfolio. The scent opens with rich vanilla bean and silky shea butter, balanced by smooth santal and a hint of green fig for a modern finish. Designed to wear close to the skin, Heartstruck reflects Urthy’s philosophy of fragrance as a grounding daily ritual—something that evolves naturally throughout the day and encourages moments of presence and emotional connection. View the full press release here.
That ethos comes to life through “Love Is in the Lab,” Urthy’s limited-time Valentine’s and Galentine’s class offerings, running Feb. 12–15. During these hands-on sessions, guests can choose from four immersive experiences—each guided by Urthy’s team in a relaxed, celebratory setting.
- Body Oil Candle Lab
- Face Mask Lab
- Perfume Roller Lab
- Blendology Fragrance Making Experience
These labs include prosecco or sparkling non-alcoholic sips, chocolates, and roses at the table, elevating the experience + making it an easy alternative to traditional Valentine’s plans.
With classes offered on a limited basis and private parties available upon request, Love Is in the Lab is designed for couples, friends, and anyone looking to mark the holiday in a more meaningful way. Paired with Heartstruck and Urthy’s curated Valentine’s gifting and discovery options, the experience reflects the brand’s ongoing commitment to creating moments that feel personal, intentional, and connected. Book your lab here!
Heartstruck is now available online and at Urthy’s Marietta flagship store, where the labs will take place throughout Valentine’s week.
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