One of the many highlights of the annual TFF Awards Luncheon is the announcement of the finalists, and then winners, in five exciting categories. For many in the audience, it’s a time of great suspense as the first TFF golden trophies of the year begin to be handed out. This year, awards were given for Fragrance Editorial of the Year, to Justin Fenner, for his Robb Report article The Man With the Golden Nose; Innovative Fragrance Product of the Year, to DS & Durga for the DS & Durga Murder Mystery Set; Packaging of the Year Ultra Luxury/ Luxury, to Diptyque for its Fleur de Peau Holiday Edition Collaboration with Lucy Sparrow; Packaging of the Year Prestige/Popular, to Marc Jacobs for Daisy Wild; and finally—always a big moment—Indie Fragrance of the Year, to Veronique Gabai Delices des Bois. We caught up with the 2025 Awards winners after the ceremony to learn more about their inspiration, and how it feels to be recognized with a TFF Award.

Justin Fenner – Fragrance Editorial of the Year Winner

What was it like to be a Finalist for your Robb Report article “The Man With the Golden Nose,” and to hear that you had won? 

This is such a cliché, but it really is an honor just to be nominated! To win was unexpected, and a hugely emotional moment for me. I’m tearing up now thinking about my name being called. I’ve never won an award for my work before, and I’ve been at this for 15 years!

Why did it feel timely and significant to do an in-depth profile of Francis Kurkdjian? 

The story was pegged to the launch of Sauvage Eau Forte, Francis Kurkdjian’s first men’s fragrance for Dior. Sauvage is the world’s best-selling fragrance, so I was curious to ask him about the pressures of reinventing a scent that means so much to so many people. I was wearing Sauvage when I met my partner, Brian. (When I told Francis that Brian and I have been together for nearly eight years, he said, “Good. Don’t change.”)

But beyond that, I thought it was important for people to know how uniquely prolific and impactful Francis has been not just in the fragrance industry, but for luxury writ large. As his star has risen, he has helped countless maisons articulate their olfactory identities, which has only helped more and more people enjoy great perfumes. The headline, “The Man With the Golden Nose,” isn’t just about his financial success. It’s also a reference to the glow his talents have cast upon the world.

What was it like to be a Finalist for your Murder Mystery layering set and to hear that you had won? 

We were both shocked. Then I got up and blabbed about what I could in the rush of the moment.  Being recognized for innovation by our industry is such an honor. It’s a core value we always strive for.

What was the inspiration behind making a layering set based upon a murder mystery, along with an animated video?

I often grapple with how to translate complex narratives into aromatics. A murder mystery can have multiple endings. So I thought a layering set was the answer. I am passionate about giving people the tools to be creative with their perfume, while also not being too complex. MM is bonehead simple. No matter how many sprays of each you decide for your own “solution” to the mystery, the result will work. And you can record it down and make as many as you like. I have a friend who is an animator and this was perfect to explain the whole premise of the layering set. I make all the music for our videos, and this one was a special treat.

Jessie Dawes, Diptyque – Packaging of the Year, Ultra Luxury/Luxury

What was it like to be a Finalist for Diptyque Fleur de Peau packaging and to hear that you had won?

I was thrilled to hear we were a Finalist. The Fragrance Foundation is such a respected organization, so to be nominated is an honor, and to win is even better. Secretly, it’s been an internal goal at Diptyque to be presented with a TFF award – hopefully more to come!

 What was the inspiration for this collaboration with Lucy Sparrow, and what made the packaging so special?

The holiday collection at Diptyque takes on new life each year, embodying a theme that is emblematic to our brand heritage yet also hopes to inspire that childlike wonder we experience during the season. For the 2024 holiday collection, we collaborated with felt artist Lucy Sparrow, allowing consumers to enter a world of whimsical, textural, and colorful designs featuring felt details, unlike anything the Maison has done before. For our Fleur de Peau packaging, the whimsical married the chic to create stunning two-dimensional gold embellishments for our beloved personal fragrance gesture, bringing a luxurious yet festive touch into one’s care routine.

Simone Bolotin, Coty – Packaging of the Year, Prestige/Popular

Questions answered by Caroline Imbert, VP, US Luxury Marketing, Coty.

What was it like to be a Finalist and then hear that you had won?

We at Coty are incredibly proud of this recognition for Marc Jacobs Fragrances. With Daisy Wild Marc Jacobs, we set out to reimagine an icon—building on the heritage of the original while bringing something new, joyful, and modern to life. Winning Packaging of the Year affirms the bold creative choices we made, and it’s a wonderful tribute to the team’s vision, precision, and passion.

Daisy is such an iconic fragrance and bottle. What makes this one feel especially unique?

What sets Daisy Wild Marc Jacobs apart is the introduction of a new flower to the iconic cap. Inspired by a wildflower bouquet, this wild daisy harmoniously blends the signature pink and green Daisy blooms. Inside the bottle, flower stems peek through, adding another playful nod to nature’s allure. The result is a design that feels both whimsical and elevated. The juice itself is reimagined in a light green hue, completing the new color story of Daisy Wild Marc Jacobs. It is a bold evolution that stays true to the Daisy legacy.

Veronique Gabai, Indie Fragrance of the Year

How did you feel when you learned you were a winner? What does it mean to you?

I was honestly surprised, I was not expecting it. I was not in town, and was riding in a car when I received texts from friends, with a photo and video of the screen. I had to check the photo several times to read and read again the word WINNER …. and I was so touched by Linda’s kind words. It brought sunshine to a pretty difficult day; it brought joy, pride and deep gratitude. I have been part of the industry for quite some time and very involved with the Fragrance Foundation too. Receiving an accolade from my peers means a great deal, and gives me the energy to push forward on the path of building my own brand. I created my brand to deliver beauty, the kind that enchants the senses and lifts the soul. I am elated that it was recognized.

What was it like to work with perfumer Amandine Clerc-Marie on this scent and what atmosphere did you set out to capture?

We worked about two years on this fragrance to find the perfect balance between the fig and the sandalwood, with the jasmine weaving through. I always wanted to work on sandalwood, but was waiting for us to find a sustainable source of this remarkable natural ingredient. I also always wanted to capture the creamy green scent of fig, albeit in an elegant way. Délices des Bois is like a carefree, sensual dance…. Amandine was the magician that helped me play with the wood, the fruit and the flower in a way that is youthful, alluring and captivating. Just delicious!

TFF Gallery and Pop-Up Shop Host a Series of Intimate and Engaging Fireside Chats

Not many can say they were a part of a conversation with fashion leaders turned fragrance aficionados Vera Wang, Anna Sui and Francisco Costa. Yet, that was the experience for late morning attendees to the first ever TFF Gallery and Pop-Up Shop on 924 Madison Avenue to kick off Fragrance Day 2025. 

Between the star-studded ribbon cutting just before the event became open to the public at noon that day, a small crowd was privy to an intimate panel as Linda G. Levy, president of The Fragrance Foundation, welcomed visitors to enjoy an engaging 25-minute discussion featuring Vera Wang, Anna Sui, and Francisco Costa, all of whom had fragrances on display for the three-day pop-up.  

First dates, the signature scent of a parent, teenage crushes and the personal meaning of fragrance. These were all thoughts and stories shared with the group of attendees during the panel. 

The energy was high as listeners laughed or nodded along with the panelists as they shared personal stories and expressed their love for the fragrance industry. However, the vibe among the panelists was relaxed as the four speakers engaged more in a conversation akin to chatting with good friends as opposed to an overly rehearsed Q&A. While Fragrance Day was the anchor of the conversation, topics like the meaning of fragrance, scent memories, brand inception and evolution, and the inspiration behind their respective scents were all conveyed to attentive listeners. 

“Fragrance is something that I wear every day,” says Anna Sui when asked what fragrance means to her. “I think that it’s like an invisible accessory. It completes your look, your style, your outfit and really embodies the mood that you’re trying to express for yourself.” 

Vera Wang added, “One of the things I like most is that it’s so intimate and personal. It’s something very emotional and it’s something you can evolve, create and enjoy throughout your life. It’s a very, very personal accessory.” 

The fun and candid conversations continued on the second day of the pop-up too with Costa coming back for a 20-minute chat about the origin story of his brand, his home country, Brazil and his love of nature. During the talk, he effortlessly transported attendees from the busy streets of New York City during his 14-year tenure on the fashion side at Calvin Klein to the humid, remote rainforests of the Amazon on the west coast of Brazil. The latter part of the story marked the moment his hero ingredient was uncovered and his brand, Costa Brazil, came together as it’s now known. 

The discussion with Levy not only centered around his brand origin but branched off into conversations around the unique scent formulated around the ingredient Breu, a multi-faceted Brazilian resin. 

“It really does something to the space,” says Costa. “It calms the space. It’s like palo santo, but it’s very much a part of a ritual more than anything.”

He went on to discuss the ritual around his scent, Aroma (he doesn’t call it a fragrance) and the importance of sustainability that’s woven throughout his brand identity with an inside look at his unique wood packaging.  

“Aroma is an extension of yourself,” he says. “It’s very personal.”

In honor of Black History Month, TFF has been celebrating its Black-owned member brands on social media in a campaign that has received an outpouring of engagement and support. Malaika Jones of Brown Girl Jane, Denis and Jackie Asamoah of Forvr Mood, Teri Johnson of Harlem Perfume Company, Mair Emenogu of Mair Fragrances, Matthew Sanchez of Matteo Parfums, Brianna Arps of Moodeaux, Keta Burke-Williams of Ourside, Nyakio Grieco of Thirteen Lune, and Chris Collins of World of Chris Collins have created beautiful and inspiring brands with powerful stories driven by incredible tenacity and vision. Also deserving of time in the spotlight this month and every month are the Black perfumers—including Givaudan perfumer Gwen Gonzalez, who joined TFF for a Scents of Success panel at Spelman College, and Kingsley Ibe, senior perfumer at dsm-Firmenich’s Agilex, whose signature style calls upon aromatic memories of his birthplace in Africa and whose recent creations include the incredibly successful Homeworx by Harry Slatkin Elton John Collaboration candles, as well as many other rising stars—who are bringing their talents to the table in an industry that now welcomes diversity, new ideas, and positive change.  

As the Black community continues to grow in the world of fragrance and bring exciting opportunities to so many, this month also offers a moment to pay homage to the trailblazers who laid the groundwork for today’s success stories. Roger Howell, a Black perfumer who started his career as a lab technician at Elias Fragrances, home of Jovan Musk, spent nearly 40 years working for various fragrance houses, creating fragrances for Grisiau Parfums and Michael Malul London. Howard Kennedy, who worked as chief perfumer and director of fragrance development worldwide at Coty, won five Fragrance Foundation awards for Fragrance of the Year over the course of his career: for Stetson for Men, Lady Stetson, Iron, Sophia, and Nuance. In the late 1980s, he left Coty to start his own company, Royal Essence Ltd., at that time the only Black-owned company developing fragrances and flavors, and created Avon’s first celebrity fragrance, Undeniable by Billy Dee Williams, in the 1990s.

Speaking of celebrity fragrances, Elizabeth Taylor’s Passion single-handedly launched the phenomenon when it attained blockbuster success in 1987. The Black perfumer behind that scent was James Bell, as recounted by Michael Edwards in his recent book on the dynamic American fragrance market, American Legends. Out of many who attempted to do so, it was Bell who was able to create a gardenia-and-jasmine-forward perfume that captured the glamour, power, femininity and complexity of one of Hollywood’s most unforgettable stars.

In 1996, The Los Angeles Times called entrepreneur and self-taught perfumer André Barnwell “the Spike Lee of the fragrance world.” Barnwell was the creator of a cologne called Raks (pronounced “rocks”), which flew off the shelves at Nordstrom after its launch in 1995. He designed and marketed the fragrance with his brother Harold after coming across a book on potpourri in a library that led him to start reading up on perfume history and composition, and its success led to him becoming the very first Black-owned brand member of TFF in 1997. “We should acknowledge differences as a positive thing,” Barnwell was quoted as saying in the L.A. Times. “In this business, diversity is a good thing.” In this business, as in all businesses. And with these pioneers and standard-bearers as guiding lights, we look forward to seeing the future for Black brands and Black fragrance creators become ever brighter.

TFF created its first-ever Entrepreneur Committee in 2024 to support founder based fragrance brands through their early phases of growth in the US market and help promote inclusivity and camaraderie within the industry. Chaired by Chris Collins, the founder and CEO of The World of Chris Collins, the inaugural members included Arquiste Perfumer, Brown Girl Jane, Harlem Candle Co., House of Bo, and The New Savant. Now, the Entrepreneur Committee is stepping into 2025 bolstered by 14 more brand founders who will bring their wisdom and experience to the table. This expanded group of passionate entrepreneurs will together create a thriving network and foster open conversations about shared triumphs and challenges on the road to success. For ACCORDS, we asked the new Entrepreneur Committee members what they hope to learn from their fellow entrepreneurs, and what their own experiences have been like as they have built their brands.

I’m thrilled to join the TFF Entrepreneur Committee and learn from the amazing entrepreneurs who’ve paved the way in this industry. I’m particularly interested in hearing their stories about overcoming challenges, navigating industry trends, and building brands that resonate with consumers. As a serial entrepreneur myself, I believe in the power of collaboration and sharing experiences. I’m eager to contribute to this dynamic group and learn from their collective wisdom!

I see the committee as a powerful platform for driving positive change in the fragrance industry. We have a unique opportunity to support emerging brands, advocate for best practices, and create a more sustainable and inclusive future. I’m especially passionate about transparency, ethical sourcing, and creating fragrances that are both luxurious and kind to the planet. Being part of this committee allows me to amplify my voice and work alongside like-minded individuals to make a real difference.

Building 5 SENS has been a wild and rewarding journey. It all started when I developed an autoimmune condition and had to give up my beloved perfume collection. The clean fragrances available at the time lacked the luxury feel, complexity, and longevity I craved. That’s when the lightbulb went off – I could create fragrances that capture my mood and embrace my values.

I’m excited to learn from the personal journeys and diverse perspectives of fellow entrepreneurs. Every founder has faced unique challenges and discovered creative ways to overcome them, and hearing their stories can spark fresh ideas and solutions for Curatrix. I’m especially interested in understanding how others balance maintaining their artistic vision with the practicalities of running a business. Above all, I hope to find inspiration in their resilience and innovation, and to gain insights that will help my sister, Heather, and I grow Curatrix in meaningful and sustainable ways.

Being a part of the TFF Entrepreneur Committee is about connection. It’s an incredible opportunity to build relationships with others who have a shared passion for pushing boundaries in the fragrance world. There’s so much value in collaborating with people who understand the highs and lows of entrepreneurship—it creates a sense of community that’s both empowering and motivating.

Building Curatrix has been an exhilarating and humbling experience. It’s taught my sister and I resilience, patience, and the importance of staying true to the brand’s vision, even when the road is uncertain. There have been countless moments of self-discovery, whether it’s learning how to connect with our audience or how to adapt when plans don’t go as expected. At the same time, it’s been deeply fulfilling to see our love for art, history, and storytelling come to life in a way that resonates with others. Every challenge has been an opportunity to grow, and every small win reminds us why we started this journey in the first place.

I’m eager to learn from fellow entrepreneurs who have successfully navigated the luxury fragrance space while maintaining their authentic vision. As a Latin female founder in an industry where only 2% venture capital is invested in Latina-owned beauty brands, I’m particularly interested in understanding how others have overcome industry challenges while staying true to their life experience and values.

The TFF Entrepreneur Committee provides a vital platform for meaningful dialogue about inclusivity in luxury fragrance and offers invaluable guidance from those who’ve navigated similar challenges. Building a fragrance brand from scratch can be an isolating experience, and this opportunity fills a crucial void for those of us early in our journey or considering a career in fragrance. I look forward to collaborating with fellow fragrance houses to expand perspectives on perfumery today while championing standards that elevate the entire category.

Building EAUSO VERT has been an eye-opening experience that continues to reveal new dimensions of our brand and the fragrance industry. As we witness the evolution of perfumery, we’re proud to represent its future. Our greatest reward has been seeing consumers embrace this new vision of fragrance appreciation, while building a community that champions not only our success but celebrates diverse cultural perspectives across the industry. Our brand’s existence is a testament to the collective support of those who’ve believed in our vision – nothing has been achieved alone.

The fragrance industry has two simultaneous challenges in that it is both unique and it’s very small. As a TFF Entrepreneur Committee member, having the opportunity to learn from  and collaborate with some of my most accomplished peers in the field will help make Fulton & Roark even better. 

While we certainly share some principles and practices with very large companies in our industry, there are many challenges that are unique to those of us building our own companies. The opportunity to spend time with others who are in the middle of successfully growing something from nothing offers both practical wisdom and the opportunity for mutual inspiration.  

For us, discipline has been essential. Because we have chosen to grow Fulton & Roark to this point without outside investment, it has been necessary to maintain a profound focus exclusively on what we believe we can do well, and what is authentic to us both as founders and as a company. I think our customers can feel that steadfast commitment to our core principles, and the way they have responded has been so rewarding.

As we face the same hurdles as our fellow entrepreneurs, joining the TFF Entrepreneur Committee means that we can share valuable resources, insights, and perspectives with our peers. We’re looking forward to forming deeper relationships within the fragrance community through our involvement. Our experience building Liis has been incredibly rewarding, especially seeing our products, a collection of minimalist creations, come to life. Every day brings new challenges and opportunities.

As an entrepreneur, the hope is to build relationships with other brand founders, share new ideas, and learn from their experiences. The added value of being a TFF Entrepreneur Committee member lies in connecting with the wider perfume community and gaining a global perspective on the industry’s future.

The experience of building the Maison IRFE brand has been a journey spanning nearly 17 years, with the fragrance line being developed over the past three years. The process begins with an idea, progresses through production cycles, and eventually evolves into a business. The business plan is developed after gaining a clear understanding of the goals and potential challenges ahead.

Although every founder’s journey is unique, we as Committee members share a deep understanding of what it takes to build a thriving business in today’s economy. I hope to exchange strategies for scaling growth — like maintaining quality in production, engaging new audiences, and navigating the challenges of fundraising. I’m particularly eager to learn how my peers balance staying true to their brand vision while adapting to evolving market trends and consumer demands.

The Committee’s value lies in its ability to foster genuine community. We’re a network of founder-led brands driven by a shared mission — pushing the boundaries of fragrance to make it more accessible, equitable, and reflective of the diverse clients we serve. With TFF’s mentorship program, access to educational tools, and open dialogue about shared challenges, we’re empowered to grow together. This spirit of collaboration elevates not just individual brands but also the industry as a whole, proving that collective success is achievable when entrepreneurs support and learn from one another.

I often describe myself as an “accidental entrepreneur,” drawn to the fragrance industry through my former career in media. Transitioning from journalism to building MOODEAUX has been equally exhilarating and humbling — a journey rooted in creativity, resilience, and determination. From conceptualizing my vision and launching physical products to tackling challenges like hiring and optimizing revenue performance, every step has been a learning experience. What drives me is our distinct opportunity to redefine fragrance — not as a tool of vanity, but as a meaningful expression of emotion, identity, and personal style.

There is so much value in surrounding yourself with a group of people who are doing something alongside you in that they’re fighting a lot of the same fights, moving towards similar goals, and going through the same challenges. When founders come together to share resources and knowledge and lift each other up, it can be super powerful. Although I am in a couple of amazing founder groups that have become integral communities in my life, I think having a group of people specifically building in the very unique fragrance space in the TFF Entrepreneur Committee will be incredible. There are nuances to fragrance that don’t exist in a lot of other categories and it’s so nice to share space with people who are equally passionate about this art form. Also, having regular access to Linda and the rest of the TFF team is, of course, priceless. 

The experience of founding a brand has been like nothing I’ve ever done before. The past few years of building Nette have been equal parts exhilarating and terrifying! I’ve learned that you have to be comfortable building the plane while you’re flying it and you need to be 1000% in love with your brand and product. Otherwise, you won’t have the motivation to keep going.

I want to learn from my fellow TFF Entrepreneur Committee members their successes and their failures—how they built their brands and how they intertwined their personal stories into the business. The human aspect is critical to me; it’s why I got into entrepreneurship in the first place: to bring people together.

Being part of the TFF Entrepreneur Committee is immensely valuable—almost impossible to quantify. It’s an opportunity to connect with other brand founders who have walked this path before, to receive their advice and insights, and to be able to reach out when we need help. I also hope to give back in the same way: to support, share my knowledge, and help others build their brands. There’s plenty of room for all of us. We each have different stories and backgrounds, and it’s inspiring to learn from one another.

Entrepreneurship has been a journey—a beautiful, exciting one at times, and a challenging one at others. I’ve dealt with doubts, difficulties, and obstacles, but it’s all worth it. I’ve grown tremendously, constantly learning new skills and pushing myself. I believe the freedom and creativity that come with building a brand are incredible. The brand itself evolves continuously, and I change as it changes. The best moments are when I receive emails from customers who say our candles and fragrances have brought them joy and moments of peace. That makes everything worthwhile.

Nomad Noé

Being an entrepreneur is a relatively solitary journey during which you are forging your way forward without much input from the outside world. It is absolutely wonderful to have new friends and a group of fellow entrepreneurs to share knowledge with. The TFF Entrepreneur committee offers an open forum for discussion and support as many entrepreneurs are faced with similar issues in our businesses. I am truly grateful to be part of this inspirational group.

I am the founder and creative director of Shalini Parfum, an Haute Parfumerie House that reflects my artistic sensibilities, I come from the world of Haute Couture and I desired to create a fragrance brand that would echo the standards of Haute Couture, with the finest natural raw materials and Maurice Roucel’s own supreme craftsmanship – “Haute Parfum”. In my experience in bringing Shalini Parfum to the world, I have found our clients, retailers and business associates to be highly receptive and supportive. These positive relationships have kept me moving forward during challenging times where all odds must be overcome to launch a parfum.

As a TFF Entrepreneur Committee member, I hope to gain insights into innovative approaches and strategies that my fellow entrepreneurs use to navigate challenges and create a positive impact in their industries. Learning from their experiences and perspectives will be invaluable. Being a member provides an incredible platform for collaboration, exchange, and connections with like-minded visionaries. It’s an opportunity to grow collectively and contribute to shaping an ecosystem of innovation and growth.

Building a brand can be challenging and rewarding; it requires a balance of creativity, resilience, and adaptability. Seeing your vision resonate with others creates value and makes every step worthwhile.

Slate Brands

I’m thrilled to be a member of this committee. I’m so looking forward to learning about their journey in retail in building their brands, gaining insight on best practices to market niche fragrance, and hearing about top trends they are seeing in the next chapter of fragrance. I anticipate a shared safe environment to celebrate wins and support one another’s challenges throughout our journey and collective experiences. I’m thrilled to be a brand founder and am grateful to have found myself after 24 years in this industry, aligning my passion and purpose. I am grateful to find joy in my passion and also hope to be a catalyst and inspiration to many others that they can do this too!!

Thirteen Lune

With Thanksgiving this week, we have a lot to be thankful for at TFF. One of which is the incredible effect that Sharné C. Jackson has had on The Fragrance Foundation and the fragrance community at large. Coming up on her 5th anniversary, we caught up with Sharné on what she’s been most passionate about and proud of during her tenure as Executive Director from creating Scents of Success™ to the upcoming 2025 launch of Fragrance Escentials™.

Joining TFF in 2019 as Senior Director of Events, Education and Give Back, Sharné’s impact was quickly felt, taking on her current role as Executive Director of The Foundation in 2023, making her the first African-American leader in the position. Her mission has been advocating change and addressing the underrepresentation of diverse players in the fragrance industry. Asking Sharné to sum up her priorities, it’s all about education, access and opportunities.

It’s no surprise that Sharné turned her sights on education at TFF. Coming from a family of educators from teachers to principals, and as a teacher herself, Sharné learned first-hand the importance of education and accessibility. That lesson shaped her role in reimagining TFF’s educational outreach. With a renewed purpose to actively engage interns and young people on career pathways into the dynamic world of fragrance, Sharné has applied the same enthusiasm to The Notables engaging them as ambassadors in the Scents of Success program which is a major element of #FragranceForwardTFF. With The Notables mentoring the Scents of Success students, the commitment remains strong at every level of engagement.

In a recent podcast episode on “Class is in Session,” a weekly series by Black Enterprise spotlighting alums of HBCUs (Historically Black Colleges & Universities) giving back, Sharné discussed her work at TFF and the personal and professional reward of giving back. You can listen in on Sharné’s conversation with host Ashlei Stevens, here.

Partnering with colleges and universities, and keeping DEI at the forefront, Sharné enlisted schools such as Spelman College, her alma mater, Howard University, Florida State University, Rutgers University and many other educational institutions coast to coast, to introduce the Scents of Success program to their campuses, beginning in 2021. Branching out to more diverse communities, the program produced its first career fair at City College of New York this past Spring, and has hosted over 30 workshops and career development panels, reaching over 1,000 students across the country. Sharné’s determination to reach as many young people as possible has energized our membership, recruiting approximately 20 members to participate in this transformative initiative. Truly a mark of success is that the program has achieved seven job placements and achieved 15 internships at global organizations to date, under Sharné’s leadership.

“When I started not many women looked like me and frankly, that is still a challenge as well as the inspiration and commitment to proactively addressing this. Today, there are Black women making significant strides in the industry, and I have had the pleasure of working with them and partnering with them to help inspire others to enter the industry.“ Her investment in time has led to career paths into fragrance, “I live by to whom much is given, much is required and how to help open the doors for others.” Another standout moment in the program’s success was returning to Spelman College to host Scents of Success with other Spelman alums, Tai Beauchamp, Malaika Jones and Nia Jones of Brown Girl Jane. Also inviting TFF President Linda G. Levy to join us to experience Spelman College first-hand was an incredible journey for her and an opportunity to amplify it on Atlanta TV.

Sharne’s time in academia recommitted her to making education accessible. Reimagining the educational tools offered by TFF at the time, the Fragrance Academy online, Sharné worked with the fragrance community to modernize and update the user experience and learning journey online for a seamless digital educational experience. Now, reenvisioned and ready to launch, Fragrance Escentials will be the new online educational platform which lays out the fundamentals of fragrance for those new to the industry, or making career transitions and for those in the media whose new beat now covers fragrance.

Prior to TFF, Sharné managed all aspects of the Charles B. Rangel Statesman-in-Residence educational program and the Rangel Archives Collection, a two-year initiative to catalog thousands of historical artifacts as a public resource for students, faculty and scholars. No stranger to the world of fragrance, Sharné’s retail experience leading special events at Macy’s flagship and the East Coast helped launch many fragrance brands from celebrity to designer scents, in addition to other consumer categories at the national retailer.

Sharné’s wish, “For the next 5 years, I would love to see our Scents of Success students that we are touching today become the next Notables of tomorrow, and from there, who knows where the path may lead, perhaps to a C-suite office leading innovation within the industry with people who represent the diverse population.”

Making her professional journey into a purpose to help recruit other minorities and making the fragrance industry more equitable by providing real-time opportunities in mentorship, recruitment and career development as well as, scholarship and education, Sharné remains true to her motto, “If you can see it, then you can see what’s possible.”

It was an early Tuesday morning for the fragrance community as TFF staged Now & Beyond, The Future of Industry DEI, its annual DEI panel live and in-person for the first time in four years. Perfumers, fragrance executives and entrepreneurs convened over breakfast in NYC on October 8, to talk #FragranceForwardTFF advocacy and allyship since its launch in 2020. With one of New York’s most respected and recognizable reporters moderating the discussion, what followed was an open and honest discourse on the current state of diversity, equity and inclusion in fragrance creation to consumption. 

As WABC-TV anchor and host of the acclaimed public affairs show, “Here and Now,” Sandra Bookman is no stranger to bringing diverse perspectives to the forefront or as we found out, to the world of fragrance. Presiding over the panel, Sandra delved into the business case for DEI, setting the stage for a dynamic conversation with Chris Collins of the World of Chris Collins, Adriana Medina of Givaudan, Bernardo Möller of House of Bō, and Corey Smith, Head of Diversity & Inclusion North America for LVMH. 

With each question, the panelists spoke their mind and from the heart on education, funding for entrepreneurs and workforce development. The camaraderie on stage was infectious, often humorous, but their shared passion for DEI was stronger than ever as Sandra became an honorary member of the fragrance community.

Following her time on stage with our panelists, it was our turn to ask Sandra about her experience as moderator. What surprised her, what inspired her and what she left with that day as she headed back to the studios at WABC-TV. We were all inspired by what she said. 

“I walked away thinking what TFF is doing needs to be replicated in other industries. That shared sense of responsibility for making the industry more diverse and inclusive. Judging by the responses of the panelists and the audience members, TFF has its fingers on the pulse of the industry.  It’s listening and responding to members’ concerns. That was evident by the level of participation and the willingness of the panelists and some audience members to share – be it their expertise or experiences.”

As Adriana passionately advocated for more education and mentorship, and Bernardo wanting to see more diverse storytelling noting that inspiration comes from everywhere, it was Corey Smith’s remarks about DEI that Sandra found eye-opening, “especially his ability to explain what it is and isn’t…along with addressing lingering suspicions about it.” She added that “by detailing DEI efforts at his company, he demonstrated how DEI can be addressed in the way it’s intended—to make the company stronger and more competitive in today’s market—even though it’s not always a straight line getting to the intended results.” 

What resonated on stage and with the audience -fragrance is not only an art form but it is also a business with Chris sharing thoughts on early investment and working with retail partners. Corey amplified the message, “diversity breeds innovation, innovation breeds productivity and productivity breeds profitability.” 

No truer words were said as Chris summed up the discussion, “The world is colorful and this panel is a testament to the colorfulness of fragrance.” 

To hear more from Sandra and the panelists, watch our #FragranceForwardTFF DEI Panel below.

Each year, TFF introduces new elements to the Awards ceremony, infusing the elegance and artistry of fragrance in captivating ways and new storytelling mediums. This year, the Fragrance Foundation collaborated with award-winning artists, cinematographer Louie Schwartzberg and poet Rhael LionHeart Cape, to translate the sensorial journey of fragrance discovery into a unique series of transportive art works. Bringing together two art forms of aerial photography and the spoken word into a creative expression that captured the power fragrance has to captivate its audience, TFF’s artistic vision of fragrance was presented across the dramatic stage at Lincoln Center. 

Who better than to make the invisible visible than our creative collaborator for many years, Louie Schwartzberg? A creative departure from previous years where magnificent time lapse cinematography of flowers took us to the inner depths of nature’s beauty, 2024’s visual interpretation was a play on perspectives of distances and destinations to sky-high heights.

Layering in a new dimension with poetry to the awe-inspiring sights, TFF welcomed a new creative collaborator to its Awards ceremony with award-winning poet, Rhael LionHeart Cape. Bringing his singular style and passion for poetry to TFF, LionHeart created a superlative poetic interpretation of Louie Schwartzberg’s work by making the intangible real through the spoken word. With this inaugural collaboration, LionHeart explored fragrance and aroma as an art form. Speaking to the universal language of fragrance, Rhael’s work transcended cultural and sensory boundaries, and through poetic pacing created a cadence similar to the “choreography of composed notes” found in a fragrance as it celebrated the “perfumers as practitioners of new possibilities.”

The collaborators, through snapshots and the spoken word, created a multisensory experience that brought immersive images from Louie’s camera and Rhael’s melodic narration on stage to life revealing the magic and mystery of fragrance.  

Four inspirational scenes became the canvas for artistry to bloom and emotions to be stirred. From Tahiti to Iceland, and across desert and arctic terrains, Rhael and Louie elevated the essence of scent through sweeping scenic imagery and rhythmic verse. Taking the audience on an emotive journey, their respective art forms set the perfect tone for the evening where artistic innovation between artists was explored by blending the audible with the aesthetics of fragrance, together capturing the beauty of an unseen presence.

Showcased in Ice, Desert, Tahiti and Iceland, each artistic segment by Louie Schwartzberg was spiritually uplifting and depicted the stark topographical beauty of nature through unique perspectives and vantage points. His high resolution imagery captured flights of wonder with fantastical aerial shots of land and seascape patterns, and desert terrain that defined new artistic destinations. 

Exploring the molecular level of shape and structure in nature, Louie’s work featured macro and micro scales of crystallized ice to the splendor of cresting oceanic waves along the shores of Tahiti. Hues of varying watery blues to the vivid greens of Iceland’s valleys created picturesque palettes. Always looking at the world through a captivatingly different lens, Louie’s eye inspired the imagination and took one’s breath away while Rhael’s narration connected to the soul, revealing the nuances and intricacies of a hidden note in a favorite fragrance to the crystals of an ice-capped mountain. 

Their creation and collaboration was an invitation to an immersive and introspective journey similar to the artistry and passion of perfumers and the world of fragrance.

ABOUT RHAEL LIONHEART CAPE

A London-based multidisciplinary artist, and an Associate Artist at The Royal Albert Hall, LionHeart presented a historical moment on the iconic stage, where poetry was once banned, galvanizing the legacy of the UK’s poets. As the first poet-in-residence at an architectural firm, LionHeart has juxtaposed the structure found both in architecture and in poetry, wordsmithing the emotional connection of space and design to memory. 

Recently showing his work at the 18th International Architecture exhibition at the prestigious, La Biennale di Venezia, LionHeart has created a unique niche at the at the intersection of architecture, design and narration becoming the first poet in residence at an UK architectural firm and Saatchi Gallery in addition to being an honorary fellow of the Royal Institute of British Architects. His multimedia work resonates with a new generation who have rediscovered the power of verse.

His voice narrations cross many artistic platforms from radio and documentary to screen and stage. LionHeart’s multi-faceted career includes other talents where he is narrator, a former BBC Radio London presenter, and TEDx Speaker. His self-published poetry collection, The Mute’s Rebellion, debuted in 2017. and he is currently working on an immersive film entitled, Sentient Brutalism.

ABOUT LOUIE SCHWARTZBERG

Louie’s love and wonderment of nature is seen in every still photograph or moving image he has captured. An award-winning cinematographer, director and producer, Louie Schwartzberg has brought his visual technique and editorial eye to the world of flowers and fragrance, and to The Fragrance Foundation once again for the fourth consecutive year. TFF collaborated with Louie to open up a world of fantasy, whimsy, and a sensorial journey. 

Fresh from his latest artistic venture, the recently opened Sphere in Las Vegas provided a dramatic canvas for Louie’s artistic vision to unfold, Louie has created centerpiece moments whether it is near the Las Vegas Strip or across the stage at Lincoln Center. Louie’s art transcends space, time, and scale.
His current feature release Gratitude Revealed, featured during the 2022 Fragrance Foundation Awards, is being used to create a global Gratitude movement. To further shift consciousness and behavior, he launched the Louie Channel.tv and has released the remastered version celebrating the fifth anniversary of Fantastic Fungi in theaters.

Started two decades ago, translating fashion trends into fragrance, Mind Nose + Matter™ has evolved into an exhibition showcasing consumer insights and ingredient innovation from a global arsenal of perfumers who were invited to a creative playground where boundaries of scent profiles were pushed and new olfactive expressions were explored. The multi-sensorial experience reimagined dsm-firmenich’s signature socio-cultural forecast for the 2024 edition by tapping into popular culture of the past, present, and with an eye on the future of fragrance.  

dsm-firmenich Catapults Into the Future of Fragrance with “Momentum”

By Pia Velasco

What moves you forward? For some, it’s a feeling or instinct. For others, it’s a physical step ahead or a meticulously prepared plan. For dsm-firmenich, it’s momentum. 

For the fragrance company’s biannual exhibition — Mind Nose + Matter™ —it decided to look to the past to predict the future. And looked to movement, and to the power attraction and avoidance of scent has to make us go forward and backward. It asks the question: What moments from the past still resonate in the present? And how does fragrance make the connection to get to the future? To get there, dsm-firmenich embedded empathy into every step of its showcase to elicit an emotionally connected response to where do you want to go and how do you feel right now? The power and possibilities where fragrance can play a role in helping us move forward and move throughout moments in our lives is what this year’s Mind Nose + Matter experience is all about.

“The idea was to really come from a place of empathy,” begins Global Marketing Director for Fine Fragrance, Justin Welch. “Instead of just thinking about where we want the consumer to end, we really thought more about how they feel now, and from there try to understand how we can get them to where they want to be through fragrance.”

And with that comes “Momentum,” an exploration of olfactive friction and other fragrance trends that are reflective of life’s dualities and how, through scent, we move forward in light of them. Through this exhibit, dsm-firmenich harnessed its 2023 global insights study, Magic Moments, which looked at specific moments of a consumer’s life with men and women ages 16-65 throughout the US, France, China, Brazil, Mexico, Italy, and Spain, to uncover the instances where fragrance can play a significant role. Welch says they looked at more than just the moments, but also the motivations and feelings associated with them as a way to uncover enriching the role fragrance can have at each touchpoint.

We know that fragrance goes beyond making a user simply smell good. A resonating spritz has the power to truly move us, whether that be emotionally, spiritually, mentally, or even physically. According to the study, 82% of fragrance buyers prioritize scent, its quality and uniqueness, over packaging, branding, or merchandising activities. Wearing fragrance is no longer just about smelling good. For the American consumer, the primary reasons they wear fragrance—social confidence (24%), playing different social roles (31%), and enhancing physical and mental performance (27%)—align with their dynamic, multifaceted lifestyles. In short, scent plays a vital role in moving people through life.  

“The future of fragrance as we see it, is built around the idea of olfactive friction,” says Global Fragrance Development Director, Caroline Ornst. “This notion is defined as taking brushstrokes of notes that we avoid, and adding them to notes we are attracted to, which in turn helps to amplify the fragrance’s pleasure, power, and noticeability, all with the ultimate aim of helping to move us forward.”

Furthermore, Welch says the future is based on duality of attraction and avoidance. Throughout “Momentum,” users experience a plethora of feelings and initial reactions as a way to confront ourselves and the complexities of the human experience. “It’s all about that relationship, but really in thinking about those moments in life we’re avoiding — what are the things that make us uncomfortable?” asks Welch. “How does fragrance then help the consumer not avoid those moments any longer, but rather to approach them differently?” 

So, what exactly does dsm-firmenich predict lies ahead? For starters, tapping into feelings of discomfort to help consumers transform how they approach those moments. Imagine a work presentation, for example. The feelings one may encounter are those of anxiety as the moment to present approaches but can scent change that and make the user feel calmer and more confident? dsm-firmenich is betting on it, and the rising popularity of functional fragrances supports its hypothesis. Fragrance emerges as an unexpected ally in this quest for connection, wielding the power to embolden and empower. It’s not just about masking odors, it’s about weaving scent into the fabric of human interaction and transforming nervous energy into confident strides towards genuine connection.

For the exhibit, dsm-firmenich enlisted 21 of its perfumers from around the globe to interpret momentum freely and creatively. They each created a fragrance sketch that was presented to clients in different mediums and in one of four settings to elicit sparks of inspiration and to stretch their imaginations. How far can fragrance take you if you surrender to the moment and allow the power of fragrance to transport you? 

Guided by the metaphor of a body in motion, “Momentum” pushes the boundaries of fragrance by introducing innovative scents and experiences within a captivating, multi-sensorial space. Four rooms were transformed into an experiential walk-through of scent discovery through art, personal interaction, education, and collaboration — the connecting bridge being that of an interactive experience. Each of the spaces represents a different moment in momentum: push, lift, release, and rest, making the connection to body, brain, and breath. To set things in motion, the exhibition kicked off with a spiritually grounding deep breathing exercise.

This hands-on experience is interactive by design, as Welch explains that this exhibit is meant to feel like a playground, laboratory, and workshop. For dsm-firmenich, this is key to its client relationships and creative processes as they co-design the scents of the future, and “Momentum” gives glimpses of those throughout the exhibit — each scent excitingly different from the rest. From olives to vanilla, dsm-firmenich delved into the shape and structure of each ingredient. Weaving in pop culture moments that defined a generation from Nirvana’s Nevermind to redefining nostalgia through mashups, the showcase was a transportive journey to test if Gen Z and Boomers can find common olfactory ground.

Throughout “Momentum,” dsm-firmenich creations were presented in varying formats to showcase to clients the different and creative ways scent can be integrated into all sorts of products for a wide range of user experiences including formats like fabric softener, dsm-firmenich omega rich skin and hair oil, SPF hand cream, and candle. With 65% of consumers feeling that scent can create awe-inspiring experiences, the future of fragrance is in motion.

dsm-firmenich’s Mind Nose + Matter “Momentum” experience debuted in Manhattan and is on display until June 7th, an intentional move that Robin Mason, President NAM Fine Fragrance, says honors the heart and soul of where olfactive trends begin. “It’s so symbolic as NYC serves as a global center of excellence to create for our clients around the world.” From there, it will then roll out to Geneva, during the World Perfumery Congress in June, followed by events in Shanghai, Paris, and Sāo Paulo.  

Anyone who was present at the TFF Awards luncheon in New York City on April 11^th will already have been touched, and charmed, by Alka Joshi, author of the Jaipur trilogy. In her brief-but-powerful speech at the event, she related that when she decided to set her third book in the world of haute perfumery, she knew very little about the fragrance business. But thankfully, fate—in the guise of the TFF network—intervened: A mutual friend introduced her to Ann Gottlieb, who subsequently introduced her to Carlos Benaïm and to Linda G. Levy. Here, Joshi talks more about this journey, and why she felt so passionately about shining a spotlight on the rich fragrance culture of India.  

By Parizaad Khan Sethi

“Remember I asked you what your earliest memories were? I still remember what you said. The smell of the mud hut where your mother gave birth, her wheaty breath, the sari she had lain in for a week and the incense the midwife lit. Radha, you were born of fragrance. It’s in your blood, bones, hair, breath. You eat fragrance in your food. You wear it from the inside out. You understand it in a way Michel, with his chemistry degree, and Ferdinand, with his family’s wealth, never will.”

In The Perfumist of Paris, author Alka Joshi builds a world that centers around a fragrance house, where its protagonist, Radha Fontaine, works as a lab assistant. Just like Radha, who flows in an instinctive rhythm with the perfumed world that surrounds us, as observed by her boss Delphine in the excerpt above, Joshi, too, has lived a life grounded in scent.

Joshi, who now lives in California, spent her early years in the north of India, and has specific scent memories from that time coded into her being. “The smells of India that I remember are cardamom, because my parents would drink chai in the morning and add crushed cardamom pods to it. Of course, I remember all the spices used for cooking. Then, there was the smell of henna from the mehndi on everybody’s hands. And I remember the smell of the soil right after the monsoon rains,” she says.

She felt a sharp divide between the aromas defining her early childhood in India and her subsequent years in Ames, Iowa, which is where her family emigrated to in 1967, when she was nine. “It was April, and we left India with the smell of mangoes, bananas and coconuts that were sold on the street. In Iowa, there was still snow on the ground. And what struck me was the absence of smell. Aside from diesel exhaust, there was no smell. There always seems to have been in the West a need to eradicate smell,” she says.

Being preternaturally aware of scent helped Joshi weave a tale that effortlessly speaks the language of perfumers. Despite knowing nothing about the fragrance industry before she started writing this book, she has a theory as to why she—and by extension, Radha—so easily latched on to this language of the scent world. “One of the things that I thought was important about Radha is that she would naturally be a fragrance enthusiast because of all those years in India.” Just physically existing in India is akin to be automatically planted on an olfactory roller coaster that takes you on an encyclopedic journey through every smell in existence, ranging from the sublime to the fetid and everything in between. “She would have known exactly how to discern different scents, which is the first place that you start when you want to be a perfumer,” she says.

That’s not to say Joshi relied on her natural instinct alone to inform the book. As a self-proclaimed nerd, she also embarked on a research trail that took her from New York to Istanbul, with stops in Paris, Grasse and Lisbon. She met with an enviable array of master perfumers and industry experts, plumbing them for not only technical knowledge, but also absorbing their deep reverence and devotion for their craft.

Yves de Chiris, the celebrated seventh-generation French perfumer, also recognized that Joshi has a soul that is attuned to the language of fragrance. He agreed to speak to Joshi for the book only after reading the two preceding works from the trilogy Perfumist is a part of. They met in Lisbon and spent hours talking about perfumery in Paris in the 1970s. “I put a lot of the little anecdotes that he told me in the book,” Joshi says. When de Chiris read her completed manuscript, he bestowed high praise. “He told me, ‘you’ve learned more in a couple of months researching this book than most people learn in five or 10 years.’ It was so rewarding to hear somebody like him say that,” she says.

Getting to perfumery stalwarts like de Chiris was a journey in itself. The Fragrance Foundation’s president Levy knew Joshi would match well with Paul Austin, the co-founder of LilaNur Parfums, a perfumery house that marries the know-how of two great fragrance cultures, France and India—the exact Venn diagram of overlapping worlds Perfumist was based in. Through Austin came an introduction to de Chiris, and after many conversations with friends of friends, Joshi wrote her layered description of the fragrance industry.

The Perfumist of Paris is as much a love letter to the fragrance world, as it is a call to action. Joshi gently tackles the problem that perfumery has long been accused of: a lack of diversity, of both ethnicity and gender, especially in the milieu of 1970s France where the book is set. “In my research I only found references to French or French-based master perfumers. And very few women rose through the ranks.” After speaking to well-placed sources, Joshi got the impression that women reached a glass ceiling they couldn’t break through, rarely making the title of master perfumer, which is a designation bestowed upon the discretion of the company they work for. “I kind of got the feeling that the women were just thought of as more assistants to the men than anything else.” Her protagonist reckons with those obstacles while also navigating other universal themes dealing with motherhood and female friendships.

Another issue Joshi wanted the book to address was the invisibility of India despite its status as an invaluable contributor and collaborator on the global perfumery stage. “I learned that many of perfumery’s basic and precious ingredients come from India. And I couldn’t understand why India didn’t get recognition for this. Why don’t they ever say, ‘We could never have done this without the tuberose and jasmine, cardamom and cloves, that are grown in India.” More than a deliberate omission, she thinks it was the idea that was cemented over time and still endures, that the French were experts in perfumery over everyone else.

Joshi attempts to solve this problem by familiarizing her readers with how interwoven scent is in the daily life and mundane tasks of regular Indians, and that a whole world of perfume exists outside of bottled scents. The book introduces many facets of the fragrance culture of the East that are little known outside of it, like oud-scented bakhoor smoke that’s used to perfume clothes and spaces. From her childhood she pulls references of vetiver screens designed to shade indoor areas from the blazing sun; “they were sprayed with water, so when the air came through them, you would have this cooling air in the room, but you’d also get that wonderful smell,” she says.

Though her appreciation for India is deep, it’s a relatively newfound; she spent her youth trying to fit into her new homeland by adopting American food and clothing habits and rejecting anything too outwardly Indian-seeming. “I had a hard assimilation route and it made me not want to focus on India at all. But fast forward to me being in a writing program in my 50s, researching and writing about India: what these trilogies allowed me to do is to subtly work in the messaging of how much India has contributed to the world.” She says countless readers have written to her or contacted her to say she deepened their understanding of India more than anything else had.

She’s also done the same for the perfume industry: pulled back the curtain on what the world at large has very little understanding of, and somewhat demystified the alchemy of fragrance-making. “When we grow up with certain scents and use them to create perfumes, what we’re really channeling is the memories, and mining the feelings that are associated with those memories. To be conscious of scent and to design perfume is to actually share all our experiences with everybody around us,” she says. She brought millions of readers of her New York Times bestselling books into a niche, rarified universe, showing them that our memories, dreams, and entire lives are indeed woven in scent, whether we realize it or not.

Driving Consumers to Discover Fragrance

Reaching a crescendo on March 21st, Fragrance Day™ 2024 made its mark on the calendar and in stores all across the USA. It was a festive day for fragrance lovers from perfumers to consumers where everyone who shared a passion for fragrance could come together and celebrate, and for those who are new to fragrance who want to experiment and explore.

Scent filled celebrations were everywhere from digital banners to department stores. It was a standout month with the most in-store events and fragrance launches to date amplified by social media activations and campaigns. The enthusiasm and energy was palpable as promotions, giveaways, and sampling created excitement everywhere. With a special day dedicated to all things fragrance, it gave consumers a reason to go back into stores and collectively experience the joy of scent up close and personal.

Punctuating the excitement at stores were the perfumer meet and greets. Consumers were invited to discover the artistry of our perfumers who share their creativity with us through their scent creations. Not only could they explore their own self expression, but they could hear the inspiration behind new brands and iconic scents.

National retailers including Bath & Body Works, Bloomingdale’s, JCPenney, Macy’s, Nordstrom, Saks Fifth Avenue, Sephora, Thirteen Lune, Ulta and Victoria’s Secret ramped up their digital and social sites with dedicated campaigns to drive awareness of the day with special promotions.

Coast to coast celebrations took place from Byredo’s Ben Gorham whose book signing was a must attend event at Bloomingdale’s in Miami to Mind Game’s Christelle Laprade at Neiman’s in Newport Beach, CA. Brands big and small hosted unique in-store events that tied into their cultural heritage from Elorea’s Afternoon Tea with Linda Song or to their pop culture status with Victoria’s Secret and perfumers Adriana Medina of Bombshell and Caroline Sabas of Bombshell Escape fame at the Fifth Avenue global flagship. The House of Bō launched at Bloomingdale’s with 59th Street hosting perfumer Carlos Benaïm.

Making the celebration even more special was the series of new scents launched the week of Fragrance Day from Bath & Body Works Gingham Gorgeous, Brown Girl Jane’s Carnivale, Carolina Herrera’s Good Girl Blush Elixir, D.S. & Durga’s Black Magenta, Maison Nomad Noé’s first collection Eaux de Parfum, Narciso Rodriguez’s Musc Nude for Her EDP, Nette’s Pear Jam, Philosophy’s Radiant Grace, Prada’s Infusion de Gingembre and The House of Bō’s Oro Verde, Bombón, and Casa Blanca.

Consumers were not the only ones joining the festivities. Celebrities and designers who launched their own signature scents were celebrating their brands and being an important part of the fragrance industry from Vera Wang to Paris Hilton and Billie Eilish too. Influencers saluted the day with their favorite fragrances from candles to perfumes.

It was a whirlwind of media for Fragrance Day 2024 with TV in cities from Atlanta and Baltimore to Las Vegas, Tampa, and Washington, DC, livestreams on IG and live shopping on the web. Macy’s Live shopping show featured TFF ‘s Linda G. Levy discussing new spring fragrances from the world-renowned 34th Street flagship. Going up to 57th Street, Nordstrom’s IG shopped with Linda for the scents of the season and fragrance tips spotlighting an array of brands. LoveShackFancy’s ethereal NYC showroom became the backdrop for an intimate chat with founder Rebecca Hessel Cohen delving into her fragrance and fashion inspirations.

It was also a day where we got to celebrate the diversity in our industry from the brands, the founders, perfumers, and ambassadors that reflect the dynamic diversity of the fragrance population. In the spirit of #FragranceForwardTFF and Women’s History Month, there were more fragrances created by female perfumers than ever before, and more female founded fragrance brands in the marketplace for consumers to choose from.

Our unabashed passion for fragrance brought us together for the month-long celebration. It was an incredible celebration to bring the fragrance community together.

On February 7th, TFF welcomed 14 outstanding fragrance professionals into the Notables Class of 2024, the tenth group to be inducted into this prestigious cohort of emerging leaders. At a well-attended event rife with moving speeches and celebratory toasts, the new Notables were praised for the contributions they have already made in their roles and the visions they hold for the future of the fragrance industry. These Notables will join their predecessors to share ideas and experiences in the TFF Think Tank, which is instrumental in ideating TFF programs and key initiatives. With the invaluable input and passion of these 14 individuals, who range from perfumers to scientists to marketers and beyond, the fragrance community will grow stronger, more diverse, and more inspiring for all.

What most excites you about being a Class of 2024 TFF Notable?

Being honored as a member of the Class of 2024 TFF Notables is an incredible honor and privilege! I look forward to fostering connections, exchanging ideas, and contributing to the collective enthusiasm for fragrance that defines this community.

What do you hope to be able to contribute to TFF’s ongoing initiatives such as #FragranceForwardTFF?

As a TFF Notable, I am grateful to have a platform to continue to foster an inclusive industry, while making fragrance accessible for all. I am looking forward to taking actionable steps with TFF to break barriers and drive education about fragrance careers for students of underserved communities.

What was your favorite moment of the Notables ceremony?

My favorite moment of the Notables ceremony was seeing the entire industry come together as one to celebrate the future leaders within the industry!

What most excites you about being a Class of 2024 TFF Notable?

Being recognized among emerging fragrance leaders is an honor and speaks to the meaningful contributions I’ve made so far. But this is just the beginning, as there is important work still ahead for all of us. What drives impactful change is the power of community. I am grateful for the chance to collaborate with talented professionals from diverse backgrounds, united by a shared passion. Together we can reveal the captivating magic within fragrance – how a simple spritz can be transportive.

What do you hope to be able to contribute to TFF’s ongoing initiatives such as #FragranceForwardTFF?

Growing up in a Puerto Rican household in Bushwick, Brooklyn, the fragrance industry felt unattainable. I’ve made it my mission to share my story with promising individuals interested in entering this world but unsure how. As part of TFF’s ongoing diversity initiatives, which I proudly participate in, I aim to amplify overlooked voices and inspire my community. I want to show that our industry values diversity and is taking action.

I want my story to inspire others to take risks, dream big, and unlock their potential no matter their background. I hope to collaborate with schools and organizations to spread the word that this industry values fresh perspectives and has space for all who dare to dream.

What was your favorite moment of the Notables ceremony?

My favorite part of the evening was hearing the nominators’ speeches about each Notable. Listening to these personal stories moved me, and helped me better understand my accomplished peers. Hearing how they broke into the industry and continue to spark positive change was so inspirational. Their passion, motivation and drive shone through. Getting a glimpse into their journeys reminded me that we all face challenges, but can achieve great things through perseverance. That universal message will stay with me well beyond this special night.

What most excites you about being a Class of 2024 TFF Notable?

I’m thrilled to be included in this exceptional group of emerging leaders and fragrance industry talents, get the opportunity to participate in Think Tanks, gain insights from my fellow Notables and share my own. It’s an amazing honor and opportunity to network with great minds from a variety of functions within beauty.

What do you hope to be able to contribute to TFF’s ongoing initiatives such as #FragranceForwardTFF?

I’m looking forward to partnering together to continue improving this incredible industry, specifically in making it more sustainable and approachable to all. There is so much opportunity within this industry to give a platform to people of all shapes, sizes and identities, scent is a universal mood lifter and can be a unifying force. As a large, growing industry I feel we have a responsibility both to the world and its inhabitants, and I’m hoping we can leverage upcoming Think Tanks to incorporate these values in our everyday work.

What was your favorite moment of the Notables ceremony?

I was fortunate enough to bring my team and my husband to the event, and getting to share this honor with them was a great privilege.

What most excites you about being a Class of 2024 TFF Notable?

To be nominated among such talented individuals is both humbling and motivating. I am truly excited to be able to connect with people across the industry. A truly inspirational group this year!

What do you hope to be able to contribute to TFF’s ongoing initiatives such as #FragranceForwardTFF?

TFF’s initiative inspires me to continue pushing boundaries (something YSL Beauté is known for as well), exploring new ideas, and striving for excellence in everything I do. In particular, I am committed to leveraging this recognition as a catalyst for even greater contributions to champion DEI both internally and externally. I plan to continue exploring new avenues for this effort to materialize, and strive to inspire those around me to do the same.

What was your favorite moment of the Notables ceremony?

The Notables ceremony was filled with excitement and recognition of incredible achievements so it’s hard to pick a favorite moment. If I had to pick a favorite moment, it was the celebration by all the loved ones. It was amazing to see the support which to me was a testament to the shared success everyone in the room was feeling.

What most excites you about being a Class of 2024 TFF Notable?

I am incredibly grateful to be part of the 2024 TFF Notables class, and to have the opportunity to play a role in shaping the future of the fragrance industry with this prestigious group of professionals. Through dynamic discussions, recruitment initiatives, and community projects, I am confident we will collectively contribute to driving positive innovation and change within the industry.

What do you hope to be able to contribute to TFF’s ongoing initiatives such as #FragranceForwardTFF?

I hope to be a resource and example to others of how to pivot their career into beauty and fragrance specifically. I want others to know that it’s never too late to discover their passion and to find a niche within this dynamic and multi-faceted industry.

What was your favorite moment of the Notables ceremony?

I loved hearing each participant’s theme song as they were called up for their award – it was a unique way to get to know each other on a more personal and fun level. It brought a new dimension to everyone’s personality and made the evening a true celebration!

What most excites you about being a Class of 2024 TFF Notable?

It’s truly an honor! Being recognized for my passion and expertise in the fragrance industry brings immense joy and fuels my commitment to continue to share my experiences with others. I’m excited to continue to make a positive impact on others through fragrance.

What do you hope to be able to contribute to TFF’s ongoing initiatives such as #FragranceForwardTFF?

The past two years with TFF’s Scents for Success programs have been incredibly rewarding. I’m inspired to share and educate the younger generation about the fragrance industry. I look forward to continuing as a role model, fostering talent, and building a stronger industry community through leadership and relationships.

What was your favorite moment of the Notables ceremony?

Celebrating with colleagues and family was a special moment, marking my successful years in the fragrance industry. Receiving the award from my leadership made it truly unforgettable.

What most excites you about being a Class of 2024 TFF Notable?

I’ve been in Digital for a long time, and now it’s exciting to officially be a part of the fragrance industry and community as well. I have loved fragrance my whole life, and am thrilled to be building a career in something that I care about.

What do you hope to be able to contribute to TFF’s ongoing initiatives such as #FragranceForwardTFF?

I want to spread the word about careers in fragrance. It’s not something that people generally consider first and foremost. Someone who studies biology, or chemistry, or many other disciplines may find their passion as a perfumer. And in the digital space, there is a major opportunity to define how fragrance is sold online where people cannot smell what they’re purchasing.

What was your favorite moment of the Notables ceremony?

Seeing and hearing from all of the supporters of the Notables who came out for the event was very exciting. It was a lovely and wonderfully attended event.

What most excites you about being a Class of 2024 TFF Notable?

I feel so very fortunate to be inducted into TFF’s 2024 Notables class of incredible talent. It is thrilling to be awarded this honor by Symrise and The Fragrance Foundation. It makes me happy and humbled to be publicly recognized for my contributions and love for fragrance storytelling. I am also excited to contribute to The Notables Think Tank to help make a lasting impact in the world of fragrance.

What do you hope to be able to contribute to TFF’s ongoing initiatives such as #FragranceForwardTFF?

Passion is at the heart of fragrance. I am so looking forward to inspiring others by sharing our little-known industry at educational outreach events with Scents of Success. I also hope to do whatever I can to support #FragranceForwardTFF to break barriers for people of all backgrounds in fragrance.

What was your favorite moment of the Notables ceremony?

It is difficult to choose just one favorite moment of the Notables ceremony. But seeing so much of my Symrise family show up for me and celebrating with them (and my husband) is at the top of the list. Getting to know The Notables Class through the photo slideshow and listening to our playlist of songs that inspire us was certainly a cherry on top!

What most excites you about being a Class of 2024 TFF Notable?

I am extremely honored and humbled to be alongside so many talented individuals. To see a new beginning of a beautiful cycle, and Nominators and Nominees come together to exchange acumen and discuss how to evolve & improve our industry in the future.

What do you hope to be able to contribute to TFF’s ongoing initiatives such as #FragranceForwardTFF?

The opportunity to contribute and promote towards a more inclusive future within the fragrance industry through leadership by example and taking initiative to enforce equality and inclusivity throughout.

What was your favorite moment of the Notables ceremony?

Celebrating each other and the fragrance industry in a thriving environment, sharing our common passion and our experiences between so many different profiles and backgrounds.

What most excites you about being a Class of 2024 TFF Notable?

I am truly excited to be part of the Notables Think Tank and I will find ways to support the LGBTQA community.

What do you hope to be able to contribute to TFF’s ongoing initiatives such as #FragranceForwardTFF?

I deeply respect TFF’s pledge to diversity, equity & inclusion; I will take pride in honoring this commitment every day in both my professional and personal life.

What was your favorite moment of the Notables ceremony?

During my nominator speech, it was a great moment. I felt proud to work in such a supportive team. The after-speech portion was nothing short of exciting as I was able to meet some other Notables and make new friends!

What most excites you about being a Class of 2024 TFF Notable?

I am honored to be a part of this incredible organization. What I am most looking forward to as a new member of the Notables cohort is getting to collaborate with and continue to learn from some of the top minds in the industry. Being exposed to new ideas and ways of thinking always sparks creative energy in me, so I can’t wait to build relationships with others who are just as inspired by fragrances as I am. I hope I can do the same for them!

What do you hope to be able to contribute to TFF’s ongoing initiatives such as #FragranceForwardTFF?

I am proud to represent both a company and a community that has a strong stance on diversity, equity, and inclusion. As an industry that fundamentally touches all pockets of global consumers, I hope to introduce young people of all backgrounds to career opportunities in the world of fragrance. I truly believe that diverse ideas coming together enhances every aspect of life and I am excited to participate in the Fragrance Foundation’s efforts to ensure people of all cultures are not only represented, but celebrated.

What was your favorite moment of the Notables ceremony?

My favorite part of the ceremony was feeling a sense of community. Connecting with familiar and new faces that all have a common passion is always inspiring and reminds me of the gratitude I feel to have landed in a career in the beauty industry.

What most excites you about being a Class of 2024 TFF Notable?

I’m lucky to be, as Linda Levy puts it, “tied to the Fragrance Foundation FOREVER.” The fact that TFF is a supporter of all players in our industry big and small has carried a lot of meaning to me personally and I am happy to give back in any way that I can.

What do you hope to be able to contribute to TFF’s ongoing initiatives such as #FragranceForwardTFF?

Thankfully TFF has committed to this journey of progress with #FragranceForwardTFF and part of that is having perfumer representation. Hearing real stories of people in the industry feeling encouraged in their career because they see representation and hope for their future is validation we are moving in the right direction. There’s so much more we can do, and I’m committed to being an ally and an advocate.

What was your favorite moment of the Notables ceremony?

Rodrigo Flores-Roux’s speech! I was grateful for all the support from my colleagues and team. Plus, it was incredibly impressive to hear all the accomplishments of each individual Notable, I’m honored to be among such an inspiring group. To know that we have such great talent in our relatively unknown and mysterious industry is exciting because the future looks bright.

What most excites you about being a Class of 2024 TFF Notable?

What excites me about being a 2024 Notable is that it gives me an opportunity to share my passion for science and perfumery with other members of the Think Tank. I look forward to having the chance to learn from this amazing network, as well as share my own ideas and insights into the world of fragrance.

What do you hope to be able to contribute to TFF’s ongoing initiatives such as #FragranceForwardTFF?

In an industry that is currently evolving, I hope that, through #FragranceForwardTFF, I will be able to raise awareness of the importance of having a more diverse, equitable, and inclusive industry. I have always wanted to leverage my passion for mentoring others to help more women with scientific backgrounds enter this field of work.

What was your favorite moment of the Notables ceremony?

My favorite moment of the Notables ceremony was being surrounded by so much talent in one room. The venue was overfilled with joy and individuals who share a collective passion for fragrance. It was truly an honor to be recognized alongside 13 other gifted professionals.

What most excites you about being a Class of 2024 TFF Notable?

The opportunity to connect with a diverse community of talented individuals who share a passion for our industry and making a positive impact. Hearing the different stories of all the honorees the night of the event and why every Notable is so deserving of the award was truly inspiring. Being part of this esteemed group inspires me to strive for excellence and incorporate different ways of looking at our industry through collaboration.

What do you hope to be able to contribute to TFF’s ongoing initiatives such as #FragranceForwardTFF?

I hope to bring fresh perspectives and innovative ideas to TFF’s ongoing initiatives such as #FragranceForwardTFF. With a passion and a drive for positive change, I look forward to collaborating with my fellow Notables to address pressing issues in the fragrance industry. Additionally, I feel a big part of contributing to TFF’s ongoing initiatives is learning from the other Notables about their experiences, not only within the fragrance industry, but also within their everyday lives.

What was your favorite moment of the Notables ceremony?

For me, the Notables ceremony was truly an unforgettable experience and an incredibly meaningful night. My favorite part of the event was having my family and coworkers in attendance, which made the occasion even more special – knowing that I had such a strong support system cheering me on during this important event.

Understanding Gen Zs Love Languages with Givaudan

By Pia Velasco 

Situationships, swipe-rights, #couplegoals on TikTok, live streams, beige flags, and gender neutrality—these words aren’t the lyrics to a modern reinterpretation of “We Didn’t Start the Fire,” but rather a glimpse into the day-to-day lives of many Gen-Zers. 

The way people aged 15-24 interpret the world around them, express themselves, and consume is completely different from those who came before them. After all, they all grew up with the internet and smartphones—they’re the most digitally literate generation. This impacts almost every aspect of their lives, including how they perceive love. 

Ethical non-monogamy, talking stages, and inverted gender roles are widely accepted in romantic relationships, but romance isn’t the only type of love Gen Zers prioritize. Love to them also encompasses friendships, family relationships, and self-love. Furthermore, how they’re developing these relationships is also a novelty—many of them bare their souls to each other digitally before even meeting in person. With that knowledge, how do brands speak to their love languages? How do they connect? 

These are the questions Givaudan set out to answer in 2020—and a few years later, they cracked the code. As noted by Arnaud Guggenbuhl, Head of Global Marketing Insight & Image Fine Fragrance, “Supported by extensive global researches led over the last two years, we have decoded the ongoing and future needs of Gen Zs, addressing a strategic opportunity to reclaim a core tenet of fragrance, love, while exploring new narratives relevant to a new generation.”

Fragrance and romance have been gone hand in hand for decades, but while notes of rare roses and white florals used to interlink with adverts featuring dazzling women being swept off their feet by men in tuxedos, today’s generation rejects such traditional displays of love. Seeing as Gen Z’s perception has shifted from the generations before them, brands have been tasked with connecting the dots and seeing where fragrance fits into the narrative of their lives and relationships—if even at all.   

Gen Zers are increasingly forming relationships with people online before even meeting, so that puts into question the role that scent plays in seduction, especially as 45% of people in the US report using fragrance as a tool to attract others. It used to be that people would first meet in person, and instead of knowing details of their personality and past, one of the first things they’d notice is how the other person smelled. Nowadays, the roles are completely reversed—scent is the last thing people learn about one another as they meet way later than their first interaction. In fact, Givaudan found that by 2040, 70% of the US couples will have met online. However, they also found that scent played a pivotal role in sealing the deal with their online crushes—it’s a make or break factor. 

“As an industry, we set out to understand Gen Z and their feel factors, and crack the code on how to connect the dots through scent,” says Jenine Guerriero, Givaudan’s Head of Marketing, Fine Fragrance North America. They quickly found that the link between attraction and scent was still very relevant, but reaching Gen Z and speaking their love languages was still a hurdle to be overcome. 

Understanding how digitally native this generation is, Givaudan exhausted social media listening and consumer insight to come away with  five major learnings that help break down what makes Gen Z different from those before them. The first shift found that love has shifted from being an intimate journey to being a shareable quest, pointing to Gen Z’s openness and transparency. Then, they found that Gen Z prizes vulnerability over sensuality — the more attractive nakedness comes through baring one’s soul and being “real” versus putting up a wall and not being genuine. Thirdly, they found that Gen Z is swapping gender fluidity to de-genderization, meaning that gender isn’t a major factor in attraction and traditional gender roles aren’t a given in any relationship. Going off Gen Z’s draw to vulnerability, it comes as no surprise that the following finding discovered that this generation prefers an unfiltered and spiritual mindset over sophisticated images and filters — a big reason why they prefer TikTok’s personality-first platform over Instagram’s curated feel. Lastly, they found that they crave emotional intimacy over feeling sexual lust, pointing to their yearning for profound connection. 

They scoured through hundreds of thousands of TikTok videos, found innovative ways to test a fragrance’s allure, measured the findings against traditional standards to ensure their innovative methodology worked (it did), collaborated with dozens of Gen Zers, and, once insights were provided and streamlined, gave Givaudan perfumers free reign to interpret them as they best saw fit. 

With that, the “What is Love?” project kicked into high gear. 

Senior Perfumer, Caroline Sabas, says the creative freedom was inspiring to her and her peers. Instead of receiving a brief—as is industry standard—they were given consumer insights and told to interpret love and emotion as they saw fit—no filters, no boundaries.

Each Givaudan perfumer took a different approach. Sabas, for example, was inspired by her daughter’s love for feeling rain on her skin to develop a water-inspired scent titled “In My Element,” which she developed by creating an accord reminiscent of petrichor. Some used digital looks like CARTO to optimize certain ingredients and play with innovative accord combinations. Perfumer Michael Carby was moved to create “Safe Haven,” a comforting musk, after his daughters revealed they sometimes took his sweaters to comfort themselves when he wasn’t around. Vice President Perfumer, Rodrigo Flores-Roux partnered with Carol Belli, a 2023 graduate from Givaudan’s Perfumery School, to get a broad point of view when it comes to olfaction. 

In September 2023, their creations were shared with the world at the inaugural “What is Love?” exhibit in New York City. 

Across a vast 4,000 square foot space, five immersive experiences explored what love means to Gen Z and how that connects with scent. Upon arrival, viewers walked through a tunnel inspired by a ring light to enter the space. The first section, “Digital Connection,” spoke to the digital-first experience many Gen Zers live. There, viewers stumbled upon five big vertical screens made to mimic the appearance of a phone screen. In each screen, a different TikTok influencer spoke about a Givaudan creation, and instead of speaking about whether or not they liked it or or describing the fragrance notes, they were instructed to share how the scent made them feel and their thoughts on love—a nod to how Gen Z’s first thought when purchasing fragrance is on the emotions they fell from it rather than prioritizing the ingredient consideration.  

The second space was steamier. Titled “Open-Hearted Connections,” the immersive experience reflects on how this generation champions their sexual exploration and journey. They’re curious, open-minded, and vulnerable. This is demonstrated via a video played on a big screen of two young people hanging out and eventually going to bed together, with a diffuser that sprayed different scents at different parts of the film. They ranged from very boozy to skin-like and even fresh. 

“Drop of Tears” was the next space and paid homage to Gen Z’s intense vulnerability. Unlike with other generations, this one views crying as a strength rather than a weakness. “People really connect with public displays of vulnerability—in fact, they’re honored,” shares Guerriero. To play into that sentiment, fragrances with names such as “Sugared Tears” and “Love Hurts” were placed in a handmade glass vessel that slowly dripped its parfum into a petri dish below, mimicking how tears roll off cheeks. 

The fourth space, “Love Expression,” was a nod to Gen Z’s fun and quirky side. The entire space was filled with reflective surfaces that were covered in colorful scented stickers that made for an Instagrammable moment. Mirrored stands presented different scents, which could be explored with traditional spritzes or scented stamps. 

The fifth and final space, “The Bedroom,” was perhaps the most intimate. It was designed to mimic a typical teenager’s bedroom, including posters of Billie Eilish and Zendaya, plushy stuffed animals, and lip balms inspired by Starbucks coffee. “This space is sacred to them,” says Guerriero of the decision to recreate a bedroom space. “It’s where they let their guard down.” Here, hoodies were lined up on a clothing rack, each with a different lingering scent, reminiscent of how Gen Zers swap sweatshirts with the people they love to feel close, even when they’re apart. 

Each space captured an undeniable yearning for connection and nostalgia for the past, Y2K references were present in design and scent. And while the objective was to create scents that spoke to this generation, the scents aren’t available for purchase—yet. 

After the scents were created, Matthieu Befve, Head of Fine Fragrance North America, says that they shared them with their clients whose marketing and product development teams decide whether or not they want to pick them up or rework them. “It was interesting to watch them have very visceral reactions to these fragrances because they haven’t been over-developed—they’re all pretty raw,” elaborates Befve. “Usually, when we present or develop scents for our clients, we spend some time co-creating with their teams through various iterations. These fragrances were way more vulnerable and direct, so I think it was refreshing for them.” 

While the scents are all vastly different, they’re all anchored in emotion—whether that be a yearning for love or a strong sense of nostalgia. “Seggs” by perfumer Caroline Sabas features notes that olfactively remind her of sex, such as leather and animal musks, and made it younger by adding notes of pistachio and honey for more “lick-ability.” Senior Perfumer Nicole Mancini was inspired by the peach emoji for her “That’s Fire” fragrance, which features upcycled peach with organic Egyptian basil. Flores-Roux and Belli collaborated on “Air Popped Petals,” a scent that transports users to the hood of a car while watching a movie outside with a blend of popcorn, gardenia, and jasmine notes. 

Givaudan found that at least 50% of Gen Zers express wanting to take risks with their fragrance, and they don’t settle on just one. “They don’t have a signature scent, and there’s no specific note they’re more drawn to than others,” confirms Guerriero. Furthermore, they don’t feel brand loyalty and are open to wearing everything from a $30 Zara perfume to a $500 Maison Francis Kurkdjian creation. Ultimately, they’re searching for scents that they feel represent their personality and are willing to save up and pay a premium for it, when needed. 

This also speaks to their willingness to experiment with scent and layer. So, Givaudan perfumers took on the challenge of creating scents for different product formats—hair mists, incense, hand soap, solid shampoos, body moisturizers, etc. Guerriero says they don’t want to DIY their own scents by cosplaying a perfumer, but rather, they want the freedom to mix-and-match fragrances to find something that feels as unique as themselves. 

This search of self-expression and identity through scent is the bottom line. However, the difference between millennial and Gen Z consumers comes through differently. Brands spoke to millennials by empowering their sense of self—take Zendaya’s Lancôme “Idôle” commercial featuring her horseback riding as an example. Befve points to Millie Bobby Brown’s Florence by Mills’ “Wildly Me” campaign as an example of the type of marketing he believes will resonate with Gen Z the most: “It’s the idea of homemade footage, of raw videos of her with her boyfriend, being authentic and discussing moments that link back to her fragrance. I think we’re going to see more campaigns like that because you don’t feel like she’s selling you something, you just feel like you’re getting a glimpse into her world.”

Millennials wear fragrances for themselves, but Givaudan found that Gen Z widely uses fragrance as a way to express to others who they are, every spritz revealing bits of their soul as a way to connect with those around them. 

“What is Love?” has been presented in New York City, Paris, Dubai, and São Paulo, and Givaudan will be expanding it to other cities around the globe.

What does gratitude mean to you?

Gratitude for me means looking at all that I have and understanding it didn’t just come from me. Having real “active” gratitude carries a responsibility. It is to share with others, to make a conscious effort to connect and make life better for others.

What have you been most grateful for in 2023, both personally and professionally?

I am currently the most grateful for being in a good place mentally. I feel like I am thriving with a beautiful new family (I recently got married) and a career at NEST New York that is constantly exciting and pushing me!

How does fragrance help you experience or express gratitude?

We all know the power of fragrance. It is such a sweet feeling to know that you are kind of woven into someone’s life when they choose to experience a fragrance I worked on. I can’t describe the honor (gratitude) of knowing that I was involved in shaping the moments when people needed comfort. It continues to make my journey as a product developer special. I love when projects/launches have a life beyond their initial release.

What does gratitude mean to you?

Gratitude is finding something to be thankful for each day, even when life can feel upside down. Celebrate the small wins and don’t take things for granted!

What have you been most grateful for in 2023, both personally and professionally?

Both personally & professionally, I am grateful for my closest family & colleagues that surround me. I work alongside a really smart & hardworking group that I am thankful to be a part of.

How does fragrance help you experience or express gratitude?

Fragrance unlocks core memories, especially around the Holidays. Christmas at Grandma’s house always included the sweet smell of honey from the Struffoli dessert, and her bathrooms always had the most lovely fragrant hand soaps. I’m grateful for the beautiful memories I share of her.

What does gratitude mean to you?

It means to stop and smell the roses…appreciating all that you have.

What have you been most grateful for in 2023, both personally and professionally?

I was thrilled and thankful to be selected as a Notable and promoted to a Senior Account Manager role in 2023, but am truly grateful for the fantastic team at dsm-firmenich – there are so many people that have contributed to my success over the past 10 years and continue to inspire me each and every day! I will forever be grateful to my mentor, Herve Pierini, for expanding my “small world” and introducing me to this whole new world of fragrance.

On a personal note, this year also brought my fourth nephew into the world and I am so grateful to watch him grow (and giggle).

How does fragrance help you experience or express gratitude?

In working with our talented perfumers, I have come to realize that fragrance itself is an expression of gratitude – for all of the beautiful raw materials, innovative ingredients and amazing experiences this world has to offer.

What does gratitude mean to you?

To me gratitude means being able to take a moment to appreciate all that I have and acknowledge that I am incredibly fortunate to be surrounded by people that I admire and care for and who support me. I try to pay that gratitude forward through my actions, and be that support for others.

What have you been most grateful for in 2023, both personally and professionally?

2023 was truly a year of new beginnings for me. Professionally, I completed the first full year in my new role as Head of Communications for North America at dsm-firmenich, which was an exciting challenge. It was a busy year moving from the brand side to a fragrance house, but being able to work alongside some of the most talented perfumers and team in the industry make each day exhilarating. 2023 is also the year that we moved into our new home with my husband and son where I am looking forward to creating new memories together.

How does fragrance help you experience or express gratitude?

Fragrance has always played a big part in my life. I have been wearing it since I was a child and I am grateful for having those early scent memories. I have been able to pass that tradition of scent along to my son who also wears baby cologne, and even though he is only two, he points to his cologne when getting ready. I feel incredibly grateful each day that I am able to work in this industry I love on a personal level, and that I am able to continue learning each day – smelling and wearing beautiful scents every day is pretty special too!

What does gratitude mean to you?

For me, gratitude is about shifting my mindset and focus to the good. I am practicing gratitude when I am intentional about drawing attention to positive thoughts, and things and appreciating the small wins that can make a huge difference in my day.

What have you been most grateful for in 2023, both personally and professionally?

Personally, I am grateful for the incredible support system I have in my life (my fiance, family, friends, and colleagues) who have helped me to navigate a challenging year of change and who have reminded me that I am resilient and can succeed when pushed outside of my comfort zone.

Professionally, I am grateful for the opportunity I was given this year to transition into the Consumer Products division at Givaudan. In just 6 months I have learned a tremendous amount. It has been a challenging and rewarding new adventure and I have had immense support from a fantastic new team.

How does fragrance help you experience or express gratitude?

One way that fragrance helps me to express gratitude is by giving it! I love gifting fragrance and seeing the true joy that it brings people when they smell something new that they love. It never gets old. Being able to share joy in such a wonderful and sensorial way makes me feel truly grateful.

What does gratitude mean to you?

Gratitude to me means being happy for all the good moments in life. Despite all the hardships we live through, there is something about appreciating the small moments that makes me very thankful.

What have you been most grateful for in 2023, both personally and professionally?

Professionally, I am most grateful for a career where I am able to work on exciting projects, while also being challenged in different ways to grow and improve myself daily. Personally, I am most grateful for my growing family, their health and happiness.

How does fragrance help you experience or express gratitude?

Every weekend, I spray my favorite perfume on a Saturday night and I feel like everything is right in the world. The simplicity of that moment helps me feel grateful for the small things that make us happy each day. A simple spray of a perfume that makes you smile can turn your mood around instantly.

What does gratitude mean to you?

It means appreciation for what is not a given, and often what is fleeting.

What have you been most grateful for in 2023, both personally and professionally?

Personally, the ability to spend time with friends and family—I’ve had a lot of great times, especially those with my little girl, Lake, now three. Professionally, I am grateful for the launch of Moda Operandi beauty in January 2023—it’s been an amazing year! I also celebrated Fat Mascara’s 500th episode this summer—we have the most loyal and brilliant, inspiring fans across the world, and I am so appreciative of every listener.

How does fragrance help you experience or express gratitude?

Sharing my favorite fragrance with someone is a way that I show gratitude for their friendship or generosity—especially home fragrance.

What does gratitude mean to you?

For me gratitude represents thankfulness and the way you reciprocate appreciation for others’ kindness.

What have you been most grateful for in 2023, both personally and professionally?

I am immensely grateful for my amazing team and their unwavering support of each other personally, as well as their dedication to always going above and beyond the call of duty. From a personal perspective, I am thankful for my family, their health, and the love and security that they provide.

How does fragrance help you experience or express gratitude?

Fragrance serves as a reminder of the notes of my loved ones and allows me to be transported to the best memories I have experienced.

What does gratitude mean to you?

Gratitude for me is the energy of thankfulness and appreciation of the little things in life that make my heart full of joy and love. Gratitude is the fuel for my soul to shine, and it makes me feel alive and peaceful with myself and the world around me.

What have you been most grateful for in 2023, both personally and professionally?

Personally without a doubt, my family. This year particularly, I am so grateful for the birth of my daughter Aria. Becoming her mother is the most beautiful gift that life could offer me. Professionally, as a perfumer, the creative & innovative team who I work with and a special mention to the people behind the scene, from farmers to the ones in Research & Development, who work hard and eco-consciously with passion to offer us beautiful natural ingredients, that I love to use in my fragrances.

How does fragrance help you experience or express gratitude?

Fragrance awakens the senses instantly and makes people feel good, happy, loved and themselves. I think I am very lucky and proud to be part of the fragrance creation process to give emotion and pleasure to people’s lives with my perfumes.

What does gratitude mean to you?

Gratitude is an acknowledgment and appreciation for the positive aspects of life, recognizing the good even in challenging times. It’s a powerful force that enhances one’s perspective. Life is a journey, not a destination; we must learn to adapt and be open to change with gratitude, and opportunities will follow.

What have you been most grateful for in 2023, both personally and professionally?

Personally, in 2023 (and always), I have been most grateful for my wife and family’s support throughout both good and tumultuous times. Reflecting on 2023, I am grateful for the professional opportunities and accolades that have come my way, propelling me into the next chapter. I am also thankful for the colleagues who have supported me on this journey.

How does fragrance help you experience or express gratitude?

Fragrance plays a distinctive role in the experience of gratitude, as our sense of smell serves as a reminder to appreciate and not take things for granted, especially in the post-COVID era. This sensory aspect further enriches mindfulness and cultivates a deeper sense of gratitude. Fragrances evoke memories and can transport us to a different state of mind. Aromatherapy can soothe and contribute to well-being, enhancing positive moods and creating a loop of gratitude.

In 2023, TFF has welcomed many more members to our ever-growing community of vibrant, diverse brands both big and small. Every new TFF member brings something exciting to the table, with fresh inspirations, ideas, founder stories, and sensational fragrances. This month, we take a moment to introduce some of the brands that have recently joined, shining a spotlight on their unique identities and points of view. Here, the CEO from Grace de Monaco & the Founders of LAFCO, LoveShackFancy, and Lake and Skye share what it means to them to join TFF’s expansive network of friendship and support, and how they will advocate for #FragranceForwardTFF and bring TFF’s overall mission to life in the world.

How would you describe your brand’s unique point of view and approach to fragrance?

The inspiration behind Grace de Monaco is to create an exquisite, luxury Maison across Beauty, Accessories and Home – all evocative of Princess Grace’s timeless, elegant yet effortless style. Princess Grace possessed a profound appreciation for the arts, craftsmanship, and quality. This is meticulously encapsulated in every Grace de Monaco fragrance, crafted by perfumers who are true masters of their art. The first three Grace de Monaco scents are a trilogy that tell the story of Princess Grace’s journey from Hollywood icon to Princess of Monaco. For example, while Promenade Sur La Rocher and Danse Étoilée were celebrations of Princess Grace’s public moments, Ombre Sereine focuses on the personal: her relationship with Prince Rainier, her inner joy around her new roles as Princess, wife, philanthropist, and mother.

What do you hope that TFF membership can help your brand achieve?

We are thrilled for Grace de Monaco to become an official member of TFF! It is an honor to be part of a community committed to sharing the artistry, creativity and emotional power of fragrance. With TFF’s community of incredible talent – from perfumers to distributors and retail partners, we look forward to creating more awareness of the Grace de Monaco brand and mission that lies at our heart: to preserve the humanitarian legacy of Princess Grace through our revolutionary luxury-for-good business model. 100% of profits benefit the Princess Grace Foundation to support emerging artists in Theatre, Dance and Film.

What do you believe that your brand can contribute to TFF’s mission “to inspire the world to discover the artistry and passion of fragrance,” as well as support TFF’s commitment to promoting diversity, equity, and inclusion within the fragrance industry?

We understand fragrance is powerful, and it can transcend boundaries and connect people. Our products not only tell the story of Princess Grace, our icon and muse, but they also elevate the stories of every single emerging artist who receives a career- altering grant from the Princess Grace Foundation, artists who are as diverse and unique as the art they create. Our fragrances serve a larger purpose directly in line with the values of TFF. Talent, kindness, creativity and generosity don’t discriminate, neither did Princess Grace, and neither will the Grace de Monaco brand. Raising the bar in how a luxury brand does business is in our DNA.

How would you describe your brand’s unique point of view and approach to fragrance?

LAFCO has a unique approach to the home fragrance market wherein we strive to merge fragrance with home decor and craftsmanship. We articulate this through our brand pillars of Artistry, Integrity and Luxury. We draw on our roots as distributors of artistic perfume and botanical skincare to develop unique fragrances with a modern aesthetic. Our products are designed to transform any space, any moment, or any mood. We make considered choices by working with partners who take pride in their trade and follow principled production practices and strive to use sustainably cultivated, ethically sourced, and cruelty-free materials. We believe that quality, craftsmanship, and conscience are essential ingredients of luxury, and we develop our fragrances with that backbone.

What do you hope that TFF membership can help your brand achieve?

Whether partnering with the Hetrick Martin Foundation during Pride month in support of the LGBTQ+ or maintaining a warehouse in Brooklyn to provide employment opportunities within NYC, engagement in our communities has always been something central to what we do at LAFCO. Broadly speaking we joined TFF to connect more deeply with our fragrance community. We hope to connect, share ideas, and listen to other fragrance community members as part of TFF.

What do you believe that your brand can contribute to TFF’s mission “to inspire the world to discover the artistry and passion of fragrance,” as well as support TFF’s commitment to promoting diversity, equity, and inclusion within the fragrance industry?

The process of ideating, manufacturing and ultimately selling our products is very much aligned with TFF’s mission. By doing what we do, day in and day out, we are very much furthering TFF’s mission. As an LGBTQ+ owned business, DEI within our workplace is something that has always been important to us and we are thrilled to be part of an organization focused on furthering DEI initiatives within our industry. The alignment is really quite a lovely thing!

How would you describe your brand’s unique point of view and approach to fragrance?

We always like to say that we see the world through rose-colored glasses, and that is certainly how we have approached our fragrances. We wanted to create something that celebrates what makes you feel unabashedly and unapologetically beautiful: To channel a day where the sun is shining, the music is pumped up, and the air is filled with flowers, plus some confetti and definitely balloons. Scent marks the moment, and we think of our fashion collection that way, too; you always remember what you sprayed, and what you wore. With the introduction of fragrance, we can tell the LoveShackFancy story with a whole new beauty language.

What do you hope that TFF membership can help your brand achieve?

I am so blown away by the vision and creativity of the dreamers that exist in beauty, especially fragrance. Perfume is all about storytelling and making memories, and I love seeing how so many TFF members translate their own ideas from concept to juice to bottle to campaign. I am also such a perfume lover at heart so I am really looking forward to learning from the noses and those in the industry about the ingredients, the accords, what makes a successful fragrance, and what’s next in the industry.

What do you believe that your brand can contribute to TFF’s mission “to inspire the world to discover the artistry and passion of fragrance,” as well as support TFF’s commitment to promoting diversity, equity, and inclusion within the fragrance industry?

We know that LoveShackFancy appeals to a wide age range – I always say babies to eighties! But for so many of our customers, LoveShackFancy is their first grown-up perfume, and we hope that we can help share our passion for the fragrance world with them. We want to help educate clients in our stores, on TikTok and Instagram, and at Sephora to learn about the fragrances and create a scent wardrobe just like they put together a closet of clothes. I also love that fragrance is for everyone, and I want to celebrate and honor that. Our gorgeous gardenia and pear scent Forever in Love was created by the amazing Honorine Blanc, and we look forward to collaborating with more female noses as we develop what’s next!

How would you describe your brand’s unique point of view and approach to fragrance?

At Lake and Skye, we operate with the mission that fragrance is a force for wellness. We distill scent down to its essence, giving it the power to impact your mood, emotions, and memories. Our award- winning and best-selling scents are unique and intimate.

As the founder, I developed a passion for wellness and alternative healing methods after a health crisis. I went on to study everything from aromatherapy, meditation and reiki to yoga and nutrition. Paired with a lifelong passion for fragrance, I sought to combine the idea of wellness and scent and launched the line making fragrance as a gift people can give to themselves throughout their day for whatever they may need – a moment of calm, a boost of confidence or added joy.

What do you hope that TFF membership can help your brand achieve?

We are thrilled to be a part of The Fragrance Foundation and look forward to engaging with and learning from the community for all things fragrance. We are interested in being a part of this growing industry to continue to push it forward in new and exciting ways.

What do you believe that your brand can contribute to TFF’s mission “to inspire the world to discover the artistry and passion of fragrance,” as well as support TFF’s commitment to promoting diversity, equity, and inclusion within the fragrance industry?

Our brand DNA was formed on the connection of fragrance and wellness, encouraging our community to use scent as a driver for uplifting the everyday; something unique and special to each individual. As a female founded brand and team, we strive to be inclusive and break barriers (or stereotypes) across all areas of the business whether that be recruitment, brand collaborations and partnerships, or breadth within our assortment.

In September, TFF launched The Catalyst Initiative with the New York Urban League (NYUL), opening up a forum for exchange between the fragrance world and the esteemed historic organization dedicated to empowering underserved communities. On October 5th, at Cucina 8 ½, TFF introduced the NYUL Young Professionals organization to various segments of the fragrance industry: Perfume House, represented by Givaudan; Marketing & Education, represented by Jo Malone London; and Retailer, represented by Victoria’s Secret. The event allowed TFF members and NYUL members to share their collective passion with an exchange of information and expertise. Here, Kenya Townsend, the President of NYUL’s Young Professionals organization, shares more about her role and the future of the partnership.

Please explain your overall role as President of The New York Urban League’s Young Professionals organization.

My name is Kenya Townsend, President of New York Urban League Young Professionals (NYULYP). In my role, I am privileged to lead our Executive Leadership Team and membership body in serving the volunteer auxiliary organization of New York Urban League (NYUL). As the external-facing representative of our membership body I work to fortify existing relationships and introduce new partnerships to significantly contribute to the 20 year history of our chapter. It’s also my primary duty to proudly uphold the ideals, mission and empowerment agenda of the entire Urban League Movement. I serve as a NYULYP representative among the National Urban League Young Professional (NULYP) Council of Presidents both regionally and nationally and at our annual business meeting. As President, I ensure we are always supporting programming initiatives of the National Urban League (NUL), National Urban League Young Professionals (NULYP) and of course our home affiliate New York Urban League.

Currently, what does the NYUL Young Professionals group stand for?

We are a robust group of young professionals ages 21-40 who live or work throughout the New York City region. We are the volunteer auxiliary group of the New York Urban League and our membership body of 150+ members exists to support the entire Urban League Movement. While NYULYP exists as the volunteer arm of the NYUL, our chapter is one of 60+ chapters under the umbrella of National Urban League Young Professionals (NULYP). YP members curate programming that encourages community involvement through mentoring, tutoring, and scholarships, while simultaneously developing our members personally and professionally through economic empowerment, political engagement and professional development. Within the Movement, we represent both the current and future senior executives, C-suite leaders, elected officials and more in our respective professional fields.

How do you think the Catalyst Initiative partnership between The Fragrance Foundation and NYUL will benefit the NYUL Young Professionals?

Thus far my attendance at the introductory events between the NYUL and TFF has been enlightening and eye-opening. Therefore, I am very excited for NYUL(YP) members to learn more about the entire fragrance industry. From the outside looking in, the fragrance field is luxurious, creative and has a longstanding foundation that no doubt would be attractive to all YPs no matter their professional interests. I’ve seen that if you have a skill or talent there is a place you can thrive in this industry. As I’ve learned, this field has very non traditional pathways of entry. And the YP of today are definitely equipped to navigate those paths of opportunities should they be offered to them. Therefore, I see this as the beginning of a worthwhile and fruitful relationship that I hope will yield dividends to YPs here in NYC for years to come.

How does this fall feel different this year, for you personally as well as in the fragrance industry?

We can always count on a constant evolution in the fragrance & beauty world, which I find very exciting. Right now, consumers’ heightened expectations and desires are a reflection of what is happening all around us… more access to information, the opening up of travel to incredible places, and rapid tech advances, just to name a few. We are also seeing issues emerge that affect their wellbeing, and consumers are looking for help to manage their energy, focus, sleep, etc. Our own research at Givaudan shows that customers are wellness-led and turning to fragrances with benefits. 85% of consumers believe fragrance has power over our moods.

At the same time, there is an increasing need and (to some degree) the ability to “tailor” to distinct preferences. Consumers want the ability to design fragrances based on their preferences and emotions, giving them greater control over their individual scent narrative.

What are you most looking forward to this fall?

We’re excited to introduce Givaudan’s new “What is love?” creative vision that translates Gen Z’s love and seduction language into olfactive creations that we are currently showcasing in an immersive experience in NYC and later in Paris, Dubai and more. Through extensive research of consumer insights & social listening, “What is love?” invites our customers to dive into the Gen Z universe in an engaging, fragranced event. As the rules of attraction evolve, our team of perfumers have delivered olfactive interpretations—unfiltered, unstaged and inclusive—as expressed by Gen Z. By looking beyond conventional perfumery standards, Givaudan demonstrates its ability to connect with this free-spirited generation in order to shape the future of fragrance design.

How do creativity and gratitude fuel good leadership?

Gratitude helps invite deeper team connectivity that fuels engagement and creativity. I’m personally grateful for the talented team that I have the pleasure to work with every day, and that shares the same passion for this beautiful industry. I’m incredibly fortunate and constantly remind myself how lucky I am to be part of it.

How does this fall feel different this year, for you personally, as well as in the fragrance industry?

This will be my first Fall/Holiday Season with NEST. The Fall and Holiday collections are the most important revenue generator for us so this is a very exciting time for us all at NEST! Regarding the fragrance industry, I think it will be interesting to see how Brick & Mortar and online will outweigh each other as this is the 1st official post Covid Holiday Season.

What are you most looking forward to this fall?

I am looking forward to see the success of several new scents we have launched recently, especially with our fine fragrances and perfume oils and I am horrified by the thought that my teenage daughter will start driving a car this Fall .

How do creativity and gratitude fuel good leadership?

We are operating in an industry of desire, creativity and innovation which are the key drivers for growth and for inviting new customers to enjoy our products and various brand experiences. There is no good leadership without gratitude!

How does this fall feel different this year, for you personally as well as in the fragrance industry?

This fall feels uniquely invigorating both personally and within the fragrance industry, ushering in a sense of normalcy and stability following so many global crises. I’m inspired by the evolving consumer preferences, which seem to lean towards a desire for comforting, nature-inspired scents that reflect a renewed appreciation for the outdoors. The juxtaposition between cozy scents and aromatic outdoor olfactive directions, creates opportunities for innovative, eco-conscious fragrance creations that resonate with the current cultural shift towards sustainability.

What are you most looking forward to this fall?

I’m most excited about the fall season as it introduces the launch of new, captivating fragrances that align with the changing consumer preferences and trends unique to this season. It’s an opportunity to explore more warm and nature-inspired scent directions, which I personally love, and see how our innovative scents and olfactive marketing strategies will resonate with customers. Fall launches always drive consumer traffic and set the tone for the upcoming holiday season.

How do creativity and gratitude fuel good leadership?

Creativity in leadership sparks inclusivity and adaptability, inspiring innovation through diversity, where every voice contributes to the conversation. While gratitude fosters positive relationships, empathy, and trust within team dynamics. Together, creativity and gratitude cultivate a culture of collaboration and success.

How does this fall feel different this year, for you personally, as well as in the fragrance industry?

Fall is my favorite season of the year! It feels different for me personally this year because I have a renewed sense of excitement and passion for getting out and exploring new places. On my travel list this Fall are Paris, Bar Harbor, Maine, and even some new spots on Long Island where I live. I want to visit some new wineries and have a fire on the beach in the Hamptons. The off-season is fantastic!

In fragrance this Fall, you can’t miss the Vanilla trend! Our VS customers are scooping up all that is vanilla within our portfolio more than ever. Also, the hype around niche fragrances this Fall through social media is allowing brands like VS to take cues from that to evolve our customers to try new and exciting notes. It is an exciting time to be in the fragrance world!

What are you most looking forward to this fall?

This fall, aside from traveling, I’m really looking forward to the crisp fall air to do some hiking at my family’s lake house in PA. Afterward, there’s nothing like building a fire, listening to some great music, cooking something comforting, and having some good family time. I get so much inspiration for fragrance ideas by doing things outdoors and just being one with nature.

How do creativity and gratitude fuel good leadership?

Gratitude is the key to life in general. If you’re grateful, you see things more positively and feel more satisfied. You have a certain positive energy around you, and this carries over to your team. When you have a team working together and feeling great, there’s no better recipe for creativity.

TFF’s relationship with Louie Schwartzberg dates back to 2021, when the award-winning artist and filmmaker’s breathtaking time-lapse films of flowers unfurling their petals were a centerpiece for Fragrance Day communications and celebrations. The 2022 TFF Awards at Lincoln Center kicked off with a screening of the trailer for his film Gratitude Revealed, and this year the partnership continues with Schwartzberg’s stunning visuals appearing throughout the Awards presentation.

Schwartzberg’s 2019 documentary Fantastic Fungi focused on intricate relationships and cooperation in the natural world, and Gratitude Revealed is a must-see opus about human resilience, connection, and the endurance of hope. In the months since the film premiered in cinemas and special screenings around the world, Schwartzberg’s message has only grown stronger and more relevant. He has also launched his own streaming platform, The Louie Channel, which brings together his inspirational work with cooking shows, meditations, and conversations with luminaries such as Dr. Andrew Weil, and nature programs. “It’s all about creating positive energy in the world,” he says.

What have been some of the high points for you as you’ve taken Gratitude Revealed around the world?

At the Fragrance Foundation Awards last year, Linda introduced me to Linda Valentino, who was head of nursing at Mount Sinai. That evolved into a relationship where we ended up doing a screening of Gratitude Revealed to honor the frontline nurses who dedicated themselves during COVID, and who are now suffering from burnout. We did a screening at Mount Sinai, and we connected seven of the other New York area boroughs virtually. It was a beautiful way to express our gratitude for them, and it enabled the nurses to connect with each other and talk about how grateful they were for each other’s support.

You recently launched your own channel, Louie TV. What do you hope to accomplish with it?

The Louie Channel is a streaming platform, similar to Netflix, HBO, Amazon, Disney+. We’re shoulder to shoulder with the big boys. I don’t think any other individual has done that yet. We are able to show films about gratitude, about mushrooms, about art, about flowers. Louieland is one category, that will be for children’s hospitals to turn them on to the beauty of nature. Then there’s also Friends of Louie, where we’re showcasing or curating the best high quality positive messaging films that celebrate life. I’m opening it up to anyone who has got something that’s going to help elevate consciousness. Imagine going to a platform where you don’t have to worry for a second that you might get a shot of violence or fear. It’s all about triggering your emotions in a positive way, similar to what aromatherapy can do. That’s what the whole fragrance industry is about, too, right?

I think the only way you can fight the fear and negativity that surrounds us is by shifting it, and giving people an immersive experience that appeals to their sensory receptors. You turn them on with love. Remind them to smell the roses, smell the fragrances. Look at
the beauty around them.

Why do you think that experiencing wonder is so key?

Wonder takes you to that point, which you could say is the intersection between art and science. It also takes you to bliss. It takes you to the divine, and you have to feel that every once in a while. We have to feel reconnected to ourselves and to whatever that thing is, that spirituality or transformational experience. It’s like when you inhale a fabulous fragrance for two to three seconds. Man, that’s a trip. It’s an immersive sensory experience that knocks you out of your present dilemma and reconnects you to wonder.

What is next for you?

I just want to continue to make films that unveil the mystery of life, to make the invisible visible so that we can be more conscious of what life is and what energy is. Whether it’s in people or whether it’s with nature, it’s all the same.

How does TFF’s DEI initiative #FragranceForwardTFF resonate with you?

It totally resonates. In Gratitude Revealed, I’ve got all ethnicities and all kinds of people from all parts of the country. There are people of color, African Americans, Hispanic people, salsa, jazz, dairy farms, rug weavers, cowboys. It’s just people’s wisdom that emanates from having a life where you overcome adversity, yet you still have a lot of love and joy. That kind of wisdom is precious, and in the movie, you see these examples of people’s lives from all across America, from Cajun country to Vermont to Appalachia. It’s cool to see that diversity. I think that to see how all of us are connected—how every single one of us matters—is such a powerful thing.

ELOREA

Founders Su Min Park & Wonny Lee

How does Elorea bring the inspiring heritage of Korea to life?

Elorea brings Korea’s heritage to life through fragrances that draw inspiration from the country’s natural beauty, traditional practices, and rich scent culture dating back to 500 B.C. Scent played a significant role in the daily lives of Korea’s ancestors, who believed in its power to promote well-being by clearing the mind, protecting the body, and dispelling negative energy. As this aspect of our history is lesser known, we believe it is essential to highlight it through our brand. Our fragrances reflect the traditional approach to scents while offering unique olfactive experiences with the finest ingredients sourced from Korea and around the world. By telling the story of different aspects of our culture, we strive to capture the essence of our heritage through thoughtfully crafted products.

What is the philosophy behind the brand?

ELOREA is a portmanteau of ‘Elements’ and ‘Korea’. The philosophy behind our brand is to draw inspiration from Korea’s rich history of fragrance and lifestyle, capture, preserve, and share the stories of our heritage. Our brand is built on the foundation of balance, blending traditional and modern elements, classic and unconventional ideas, as well as sustainability and luxury. We believe in sourcing only the highest quality materials and producing in small batches with exceptional care. Our mission is to create fragrances that evoke a sense of balance and harmony, not only in the scent but in the overall experience.

What does having a unique identity and rich cultural reference points bring to the fragrances themselves?

Having a unique identity and rich cultural reference points brings depth and meaning to the fragrances themselves. Each Elorea fragrances are more than just a scent- they are a way to connect with and appreciate the beauty and complexity of Korean culture, and they serve as a way to explore and experience the world beyond one’s own perspective. By drawing on cultural heritage, Elorea is able to create fragrances that are unique, meaningful, and unforgettable.

FORMOSA

Founder Shining Sung, Bottle Designer Marc Rosen, Master Perfumer Honorine Blanc

What was the original idea behind Formosa?

Taiwan used to be called Formosa when in the 17th Century, the Portuguese sailors sailed past Taiwan and saw how beautiful the island was, they called it Ille Formosa, beautiful island. Since then, Taiwan has always been known as Formosa!

I came from Taiwan and love Taiwan. I have always been active in promoting Taiwan in cultural programs, in art and music. Since Marc Rosen is a good friend and I always admire his talent for designing the famous and beautiful perfume bottles, one day I just came up with the idea of having Marc design a perfume bottle to celebrate and promote Taiwan by calling it Formosa, to bring the name Formosa to the world.

How do the notes in the fragrance conjure the beauty of Taiwan?

This fragrance was inspired by the unique beauty of Taiwan. The exotic native Plum Blossom, the Rose Petals and Tiger Orchid together with vibrant indigenous Mandarin and candied lemons are enveloped in musks and sheer Amber to capture the essence of this magical place.

How does the bottle design reflect the brand’s heritage and Taiwanese culture?

I was inspired by Taiwan’s contrast between the modern and the antique. For example, the modern architecture and their predominant position in supplying the world’s computer chips vs their position in being a leading exporter of Jade. Hence the very contemporary and sculptural crystal bottle capped with a faux carved Jade ball. As a designer my object is always to create a design that both looks and feels tactile.

ISSEY MIYAKE

How do Issey Miyake fragrances express Miyake’s Japanese heritage?

In 1992, Issey Miyake created his first signature fragrance for men, L’Eau d’Issey Pour Homme, which was inspired by traditional Japanese baths and the smell of yuzu, a citrus typical to Japan. With its vibrant freshness that combines strength and balance, the fragrance established itself as truly timeless and iconic, an elegant and recognizable scent and bottle in the world of perfumery.

What are the most important elements of the brand’s cultural background and philosophy?

Issey Miyake was a Japanese fashion designer who was known for his technology-driven clothes design, exhibitions, as well as fragrances. His international background allowed him to get the best influences from Tokyo, Paris, and New York creating a cultural melt, fulfilled by diversity and intelligent creativity.

Issey Miyake’s brand philosophy has never deviated. The brand’s goals are still to create fragrances that convey a message, inspire everyone with hope, present simple yet functional designs that are at once accessible and universal, while never losing a sense of wonder. As with his clothing design, Issey Miyake would ensure to create fragrances that are not only pertinent to lifestyles but are also founded in pure essentials.

How has the brand’s unique sensibility set it apart in the fragrance industry?

For the past thirty years, Issey Miyake perfumes have been celebrating nature in all its forms and manifestations. This unconditional love for nature can now be seen in a commitment towards tangible actions towards its preservation. It also represents the future for the perfume industry, which needs to move towards more environmentally conscious production in general.

Issey Miyake Fragrance as a brand has a genuine vision for its sustainable development. Previously, he was always inspired by nature, and very respectful of it too, and this commitment is reflected in all the perfumes as well as in their packaging as the brand continues to move forward and expand.

KENZO

How does Kenzo express Kenzo Takada’s Japanese heritage?

KENZO has only one creative credo, that of its founder: the world is beautiful.

KENZO perfumes take up the themes and values dear to Kenzo Takada: nature, flowers, happiness, freedom, dreams, youth, and the fusion between East and West. Tradition and modernity. Excellence and attention to detail.

What does the East Meets West philosophy behind the brand bring to the scents themselves?

A unique olfactory journey. Each creation leaves a strong and poetic signature in its wake.

What are some of the ways that the brand’s heritage has set it apart in the fragrance
industry ?

KENZO perfumes will be from the very first, against the current, far from the trends, in the vanguard with a philosophy carried by the love of the beautiful and the good. Pioneering fragrances that have marked the history of perfumery.

LILANUR PARFUMS

Co-Creator Paul Austin

What are some of the ways that LilaNur is dedicated to celebrating the rich floriculture of India?

LilaNur was born in the flower fields of Madurai, in Southern India. Due to India’s biodiversity, it grows an abundance of pristine natural ingredients used in haute perfumery – from flowers to spice, woods, gums, herbs and more. Our vision has always been to craft traceable fragrances woven around these ingredients – and the communities where they are cultivated, processed and used in daily life.

Working with our foundational partners – Jasmine CE – and a community of 5000 flower pickers, we’ve established the Rosabagh (which means rose garden) Foundation with a mission of nurturing rural workers whose livelihoods are dependent on the floriculture economy. The Jasmine C.E. team facilitated the planting of Rose Centifolia in Madurai to fill out the crop calendar covering seasons when fields were fallow and no picking work was available. Not only was this a source of full-year work for the picking community, it also led to an extraordinary outcome: LilaNur Parfums facilitated the addition of this unique Indian-grown Rose Centifolia to the international perfumery palette and it is our greatest hope to extend the global demand for this specialty. It is a stand out star of Fabrice Pellegrin’s masterpiece “Gul Rouge” scent.

What is the philosophy behind the brand?

LilaNur Parfums’ mission is to inspire the world with India’s rich fragrance culture, build awareness around its array of natural perfumery ingredients, and to drive opportunities to the thousands of rural workers whose livelihoods depend upon India’s floriculture economy.

From its inception, LilaNur Parfums forged partnerships with Jasmine C.E. in Madurai – the country’s leading supplier of floral absolutes to the fragrance industry – and the Firmenich Naturals Innovation Group in Grasse to create fully traceable and innovative scents from field to flacon.

What does having a unique identity and rich cultural reference points bring to the fragrances themselves?

India is alive with scent. Its vast array of flowers, spices, and herbs are such a key part of daily life and have been an intrinsic part of Indian culture for millennia. Each of our Eau de Parfums is a portrait of LilaNur India’s rich fragrance culture – and its scenting rituals. For example, our Vettiver Mousson references the vetiver roots woven into mats that are placed in windows and splashed with water to act as a natural air conditioner. The cooling breezes are filled with the fresh, earthy smell of damp vetiver roots. And once the monsoon arrives, this smell mingles with the wet, humidity of the rains along with the first flush of jasmine.

Our Davana Ceder Eau de parfum is a herbaceous scent that originates from an Indian plant holy to the Hindu deity Shiva, the god of transformation.

Rajni Nocturne is a scent that captures the night-blooming tuberose, called rajnigandha (night-fragrant). This tuberose is harvested before dawn to ensure the integrity of the scent.

On April 22nd, billions of people around the world celebrated Earth Day, marking the 53rd anniversary of the important event that was initiated in 1970. This year’s theme, Invest in Our Planet, encourages education, raising awareness, and taking action in areas encompassing climate literacy, tree-planting, reducing consumer waste, supporting sustainable fashion and more. The fragrance industry participated with a broad range of programs, discussions, and launches, finding new ways to make existing products more sustainable and communicating with consumers on multiple platforms about ingredient sourcing and eco-friendly packaging.

Several TFF member brands extended special offers to consumers. Diptyque rolled out fragrance refills beyond its New York Prince Street location (the flagship for its fragrance refill program), and Robert Piguet Parfums launched refillable 8ml sprays of popular scents Fracas, Casbah, V, and Oud.

Other brands chose to spotlight storytelling about ingredients. Bulgari Parfums focused on the new Allegra fragrance Ma’Magnifica and Magnifying Sandalwood Essence, sharing the importance of preserving and protecting Sandalwood trees, while also tying in the Allegra packaging, which comes from 80 percent recycled materials. Six Scents Parfums re-released Wolfsbane, one of Les Potions Fatales, the brand’s collection of fragrances inspired by poisonous flora, in a new clean reformulation with all-new Earth-friendly packaging, in that every element is biodegradable or recyclable. Floral Street brought Sunflower Pop, featuring sustainable sunflowers, to the foreground as a fragrance focus, and Veronique Gabai chose to highlight her use of refillable bottles and natural ingredients that are sourced ethically and sustainably. Homecourt, which uses upcycled ingredients developed with Givaudan in many fragrances and features packaging made of 100% post-consumer recycled materials, announced plans to debut a refill format.

House of Bō pushed the brand’s Conscious Luxury Campaign video, in which founder Bernardo Möller presents House of Bō’s efforts to remain as sustainable as possible, from sourcing natural and organic ingredients through using repurposed materials in the fragrance flacons. 5 SENS, meanwhile, made a $25,000 donation to the Oceanic Society, which supports global ocean cleanup reducing marine-life-imperiling plastic pollution.

Lastly, D.S. & Durga gave us all something to meditate on—literally—with the launch of a new candle, Be Still, featuring a scent of pure incense resin to encourage contemplative thought. Valuable for Earth Day, and beyond.

When Fragrance Day arrives on March 21st, it’s not just the first promise of spring that’s in the air. It is also a time to smell the scents of a new season, with a flurry of launches from brands big and small. Among TFF Members, there were many exciting introductions. Boy Smells debuted Emotional Illuminations, a candles-and-functional-beverages collaboration with Kin Euphorics utilizing mood-altering technology, Cartier featured Les Écrins Parfumés, a collection of scented candles, Shalini Parfum offered a limited-edition Aurora flacon, and new spritzes debuting for Fragrance Day included Clean Beauty Collective’s Apple Blossom, Diptyque’s L’Eau Papier, Elorea’s Forgotten Words Collection, Jo Malone London’s Blossom Collection, Kilian’s limited-edition Blue Moon Ginger Dash, Harlem Candle Company’s Speakeasy EDP, Kayali’s Yum Pistachio Gelato 33 EDP Intense, Givenchy’s Gentleman’s Society, NEST New York’s Balinese Coconut Perfume Oil, Phlur’s Solar Power, Sol de Janeiro’s Rio Radiance Perfume Mist and Michael Malul London’s collection of three new fragrances—Agar + Myrrh, Amber + Smoke, and Rose + Honey.

When it came to retailer activity, Fragrance Day 2023 was also brimming with enthusiasm and engagement, with consumers turning up to shop in person as well as following along on social media. Fragrance Foundation President Linda G. Levy participated in a MACY’s LIVE at Herald Square, exploring new scents and dispensing tips in a very special segment that lit up Instagram and can still be watched on Macy’s home page. She also made an appearance at Nordstrom, which orchestrated a digital experience online as well as an instore celebration with multiple media outlets during which Levy discussed how to buy scents for yourself and others. Bloomingdale’s celebrated with a virtual event for Maison Francis Kurkdjian, with National Training and Events Director Joan Tanis discussing the history and creative inspiration behind the brand’s latest scent, 724 EDP; Saks promoted the day on social through Instagram and Facebook; Sephora trumpeted the scent-central day with social posts, emails in-store brand events, and offers including complimentary samples with every fragrance purchase; Victoria’s Secret Beauty and Ulta also supported the day majorly with special offers both instore and online.  

Meanwhile, TFF celebrated March 21st in a major way with exclusive virtual content from influencers, brands, fragrance houses, and leaders in the industry, all viewable on demand throughout the day and on TFF’s YouTube channel. Click here to watch content from Fragrance Day 2023! The first 1,000 US-based registrants to sign up received a complimentary Scent Journey kit, containing fragrances from TFF members including Costa Brazil, Floral Street, House of Bō, Ralph Lauren, Valentino, Maison Margiela and more. There was further Fragrance Day support at TFF’s Scents of Success partners Florida State University, Spelman College, City College of New York , and F.I.T, with inspiring and educational special events that engaged students with the exciting world of fragrance as they discovered their Scent Journey Kit’s.

  Fragrance Day 2023 was bigger than ever, and yet another success. As an important moment when fragrance takes center stage and all can join together to experience, experiment, and extol the pleasure and joy it can spark, the day truly did live up to TFF’s mission: To inspire the world discover the artistry and passion of fragrance.

The Fragrance Foundation’s annual Notables awards ceremony is one of the most anticipated—and often, truly moving—events on the fragrance industry calendar. The 18 individuals who were inducted into the Notables Class of 2023 on February 7^th at the Hudson Yards headquarters of L’Oreal Luxe embody all of the qualities that make the scent world so inspiring: passion, creativity, initiative, and advocacy. In this month’s Accords, we celebrate the new TFF Notables, all of whom are dedicated to upholding the #FragranceForwardTFF DEI pledge. They share what the honor means to them, and what they look forward to as they join the growing Notables Think Tank to brainstorm initiatives that will continue to energize and galvanize progress in the industry and beyond.

What excites you most about being named a TFF Notable?

This incredible industry is filled with so much talent, so I truly mean it when I say I am honored to be recognized. I look forward to learning and collaborating with this amazing group both past and present, as we continue to push boundaries within the fragrance industry.

As someone with expertise in engaging consumers with fragrances, what skills and insights will you bring to the table as a TFF Notable? 

I am constantly pushing myself to deliver high-class products to keep my brand relevant and top of mind. As I collaborate with Notable fragrance professionals, I look forward to instilling a sense of purpose into how we are thinking about product development whether that be through product innovation, sustainability, or getting product to counter in the most efficient way.

What excites you most about being named a TFF Notable?

I am very proud and grateful to have been named a TFF Notable.

It is a privilege to work in fragrance and even more to be recognized by my peers and The Fragrance Foundation. I am very excited to join this group of talented individuals and to impact the new generation by sharing my experience in this incredible industry.

As someone with expertise in engaging consumers with fragrances, what skills and insights will you bring to the table as a TFF Notable?

Having lived in Europe, Asia and America, I will bring my multicultural experience and insights to the young people in the industry. I will always bring positivity and energy into the room.

With my experience in Global and Local Marketing positions, I have the understanding of the full creative process from the blank page to the bottle of fragrance on shelf all over the world including consumer insights, product mix, media and channel strategies. As an ambassador of the #FragranceForwardTFF movement, my focus will be to educate and promote DEI in the inclusive and open world of scent.

What excites you most about being named a TFF Notable?

I am honored to join this esteemed group of 2023 notables and support The Fragrance Foundation in so many magnificent initiatives this year. I’m so excited to have the opportunity to get to know and share new and innovative ideas and learn from my fellow Notables. Together we will collectively be contributing to the growth, awareness and future of our industry, and it will be the most rewarding aspect of this incredible honor and opportunity.

As someone with expertise in engaging consumers with fragrances, what skills and insights will you bring to the table as a TFF Notable?

I will bring my expertise and insight to the table as a 2023 Notable. My approach is always a 360 view. All training I create at Bulgari Parfums is through the eyes of an educator, a client and a client advisor. I believe being able to share experiences of how to properly train our teams not only to sell fragrance but engage our clients and bring out the emotions within them through fragrance will contribute to our initiatives and industry elevation throughout the year and beyond.

What excites you most about being named a TFF Notable?

I am excited to be a part of a growing group of industry professionals whose main goal is to constantly evolve the fragrance industry in a positive direction. I look forward to meeting with the notables at the quarterly Think Tanks to strategize and brainstorm on important topics that are affecting our industry – today and in the future.

As someone with expertise in engaging consumers with fragrances, what skills and insights will you bring to the table as a TFF Notable?

I have a unique role at L’Oréal. Not only am I the only fine fragrance expert based in North America, but I am also very integrated into the Ralph Lauren global marketing team and lead their fragrance development process. With this background, I have developed and refined a few skills: love of fragrances; knowledge of raw materials, natural ingredients and sourcing; being able to define a brand’s olfactive philosophy; understanding and translating marketing language to perfumery language; engaging with a consumer through product testing; investigating challenges and brainstorming solutions; working with many cross-functional teams at a time on multiple projects.

What excites you most about being named a TFF Notable?

I feel very privileged to be included in such a remarkable group of talented individuals all paving their way within the fragrance industry. I look forward to having the opportunity to learn from this network but also contribute in upcoming Think Tanks, which will hopefully foster new ideas and deepen education tools available to expand our community.

As someone with expertise in engaging consumers with fragrances, what skills and insights will you bring to the table as a TFF Notable?

I am able to bring a global perspective, merging both my experience in fashion and beauty, to shine a spotlight on the magical world of fragrance and the boundless memories and diverse places it can transport you to.

What excites you most about being named a TFF Notable?

Having worked on leading fragrance brands like Yves Saint Laurent and currently Maison Margiela fragrances, I have had the opportunity to use the power of scent to create fragrances that engage and bring joy to our consumers. As a TFF Notable, I am excited to continue to engage and educate consumers on not only the inspiration, but also the emotional connection of fragrance.

As someone with expertise in engaging consumers with fragrances, what skills and insights will you bring to the table as a TFF Notable?

I look forward to massively accelerating consumer connections. At L’Oréal, it is our mission to build deeper consumer relationships, to retain high value customers and increase their lifetime value. I strive to continue to use testing, insights and analysis to put the consumer first, at the center of all decisions.

What excites you most about being named a TFF Notable?

Fragrance holds a very special place in my heart. It is so much more than what meets the nose. In times of self-doubt, it has brought me confidence. In times of discomfort, it has brought me solace by transporting me to memories of joy and happiness. What excites me about being a Notable is the privilege of serving as an ambassador for the fragrance industry and The Fragrance Foundation. This platform will allow me to share my passion for fragrance, inspire future leaders and educate those who would otherwise be unfamiliar with everything this beautiful industry has to offer.

As someone with expertise in engaging consumers with fragrances, what skills and insights will you bring to the table as a TFF Notable?

As a Muslim and proud Veteran, I am very passionate about all the work that The Fragrance Foundation has done with #FragranceForwardTFF. I commit to support these efforts by continuing to challenge the status quo and deepening my understanding of people’s diverse experiences and identities to create more inclusive fragrances. I will leverage a test and learn mindset to create marketing campaigns that deepen consumer connections and grow the category.

What excites you most about being named a TFF Notable?

I am very excited to be part of this impressive cohort of people that demonstrate such dedication and passion for the fragrance category and our continuous discussions on how we can contribute to a more equitable and ever evolving industry.

As someone with expertise in engaging consumers with fragrances, what skills and insights will you bring to the table as a TFF Notable?

A never ending quest for understanding how consumers see and interact with the category and to keep finding new ways to make the experience of finding, wearing and learning the stories behind each fragrance simple, relevant, accessible and delightful; throughout the entire 360 experience.

Two more fragrance industry veterans who will be taking a TFF Board of Directors seat this year bring unique perspectives: Larry Berman of Arcade Beauty, whose leading role in sampling, blending and fragrance filling puts him and his company at the intersection of diverse brands and at the forefront of new experiences for the customer; and Vanessa Dabich, who brings her energy and expertise to Strategy, New Ventures, and Communication at the historic House of Creed. Here, they reflect on what joining the TFF Board means to them and how their commitment to #ForwardTFF will galvanize positive change within the fragrance world.

What does it mean for you personally to join the TFF board?

As I have been in the industry for over 30 years, I have always admired the leaders in the industry and have fond memories of my very first Fifi awards. I remember the week or two after the awards, waiting for Cosmetic World to deliver to our office, so we could see not only if our picture made it into the extra-large edition, but all of the glamor that accompanied the night. Additionally, as the foundation has provided so much for the industry that I have loved for so many years, I am thrilled to be able to spend my time helping give back as well.

How does your business align with TFF’s mission to inspire the world to discover the artistry and passion of fragrance?

Being part of Arcade Beauty, the global leader in sampling, blending, and fragrance filling, I am constantly experiencing not only new fragrances, but also new up and coming brands as well. I love hearing their stories behind their fragrances and I enjoy the excitement that they have in launching something they created. We frequently lower our MOQ’s ( minimum order quantities) to help the Indie Brands grow, as we know they may not have the volume that the larger brands have, and we are also willing to help partner with them on pricing so we can grow together.

In what ways can you commit & take action for positive advances for DEI with #FragranceForwardTFF?

One of Arcade Beauty’s social objectives is promoting diversity as well as preventing discrimination and harassment at the workplace. I currently have a very diverse sales team and continue to ensure that our leadership team is interviewing and hiring from a large pool of backgrounds. Additionally, in my personal life, I am very involved in a non-profit organization run by my wife, named The Bass Foundation. The Bass Foundation provides food, winter coats, mentoring, and academic scholarships for the underserved communities in New Jersey. This month was one of our largest events where we were able to distribute brand new winter coats to every student at the Louverture Elementary School in East Orange, NJ.

What does it mean for you personally to join the TFF board?

TFF is such a prestigious organization. It’s a true honor to join the TFF board with such esteemed industry colleagues. I’m excited to learn more from this incredible group and help to better serve the fragrance community together.

How does your business align with TFF’s mission to inspire the world to discover the artistry and passion of fragrance?

I love and respect TFF mission. Our work at The House of Creed is truly in sync with these values.  Fragrance inspires people in so many ways and to work in an industry that can transport with one spritz, is awe inspiring. 

In what ways can you commit & take action for positive advances for DEI with #FragranceForwardTFF

DEI is an important cornerstone of all meaningful growth and change not just at our company, but within the industry and obviously our daily lives. I’m committed to making significant in-roads through meaningful, inclusive programming working with diverse content creators and business partners.