SCENTS & SENSIBILITY: NEW MEMBERS – THE FALL EDITION

This September, TFF continues to grow with new member brands and companies. From the Lower East Side in NYC to Los Angeles, the fragrance community is vital and vibrant, with more voices, scents, and perspectives joining the conversation every day. Here, a few new TFF members share their approach to fragrance and what they are most excited about as we welcome them into the TFF family.

What does joining TFF mean to you?
Joining The Fragrance Foundation feels like a natural next step as we celebrate 30 years of Aedes de Venustas. From the beginning, our dream was to create a place where perfume could be experienced as art, where people could connect through beauty and imagination. Looking back, those early years helped shape what would later be called “niche perfumery” — though at the time, we were simply following our passion.
Becoming part of TFF feels both humbling and energizing. It means adding our voice to a larger community that shares our belief that fragrance is not just something you wear, but something you live.
What excites you most about TFF and its initiatives?
What excites us most about The Fragrance Foundation is the way it brings people together. For the last three decades, Aedes has been a place where friendships, conversations, and even cultural moments have unfolded around perfume — and TFF carries that same spirit of connection to a wider stage.
We love that it celebrates fragrance not just as something beautiful to wear, but as part of culture. Through its awards, events, and educational initiatives, TFF helps open doors, spark curiosity, and keep fragrance relevant and alive for new generations. We’re excited to add our voice to that conversation and to share in the exchange of ideas and inspiration.
What is your approach to and philosophy regarding fragrance?
For us, fragrance has always been art — and art should move you. From the beginning, we believed that perfume isn’t just something to smell, but something to feel. A great fragrance can transport you, comfort you, spark imagination, and stay with you long after you’ve left the room.
We never set out to follow trends or fit into a category. We simply followed our instincts and created scents that felt mysterious, timeless, and full of character. That spirit still guides us today: to craft perfumes that speak to emotion and memory, and that will resonate as deeply years from now as they do the very first time you wear them.

What does joining the TFF mean to you?
Joining TFF feels like joining a family of people who share the same deep passion for fragrance as both an art form and a way to connect with others. For me, fragrance has always been more than scent — it’s about emotional connection, and self-expression. Being part of TFF means contributing to a collective voice that celebrates creativity, collaboration, and the art of scent. It’s an opportunity to connect with kindred spirits who believe perfume has the power to move the heart and soul.
What excites you most about TFF and its initiatives?
What excites me most is how The Fragrance Foundation shines a light on the entirety of the fragrance world — the brands, the perfumers, the visionaries, and the artisans behind the scenes. They celebrate the creativity, passion, and accomplishments of people who have devoted their lives to this beautiful craft. I love that their initiatives don’t just highlight the finished fragrance, but the artistry, stories, and human dedication behind it. It’s inspiring to be part of a community that champions excellence, nurtures connection, and uplifts the people who make our industry so special.
How do you approach fragrance and connect with consumers? Tell us about your sensory journey and how you translated it into your brand’s scent waves.
I approach fragrance as an act of self-love and empowerment — a daily ritual that connects deeply with the emotions and inspirations we carry within. My goal is to create scents that not only make you smell amazing, but also feel good inside, uplifted, and more connected to yourself throughout the day. My sensory journey took an unexpected turn when I realized that, as I smelled scents, they moved through my olfactory receptors like a wave. It was similar to the concept of top, middle, and base notes — but in my experience, it was more fluid: the swell was the start, the crest was the middle, and the break was the base. That “aha” moment happened in 2016, and it’s when we began describing our fragrances as scent waves. It’s something I haven’t really seen others do, but it came so naturally that it just felt right. It became our way of talking about perfume that captures the feeling of movement — how a fragrance evolves and embraces you from the very first inhale to the lingering finish.

What does joining TFF mean for Europerfumes?
Until recently, we’ve flown under the radar, placing our emphasis on building our wholesale network. More recently, we’ve understood the value in leveraging our voice as brand builders and fragrance enthusiasts within the community and what better example to follow than The Fragrance Foundation. Joining The Fragrance Foundation is a monumental step for Europerfumes which highlights the growth and importance of niche brands in today’s landscape. We could not be more excited or honored to be in the company of such incredible brands, retailers and creatives that make up The Fragrance Foundation.
What is Europerfumes mission in regard to fragrance and fragrance brands?
Europerfumes mission is to give visibility and a localized voice to the best independently owned fragrance houses, by treating them as if they were our own. We’re dedicated to nurturing the artistry and independence of each brand, while providing the structure, expertise, and reach needed for brands to thrive in the US market. For us, community has always been the heart of any brands success, and more recently, for the category at large. We’ve always shared a personal bond with the content creators and enthusiasts that drive todays #PerfumeTikTok craze. It’s our hope to continue to create opportunity and bridge the gap between consumers and the brand.
What do you think will bring the most exciting opportunities for Europerfumes brands in 2025?
Looking ahead, we’re excited to enter a new chapter as the fragrance category continues to grow. Our biggest opportunity lies in enhancing how our brands come to life in stores. We want to put the well-deserved spotlight on the houses we represent through elevated merchandising, immersive pop-ups, and dedicated shops. This evolution allows us to create fully immersive environments where consumers can engage more deeply with each brand’s story. You will see this coming to stores and streets near you very soon.

What does joining TFF mean for Fischersund?
For a small, family-run niche perfumery and art collective out of Reykjavík, Iceland, it’s a great honor to join TFF community. The US is such an important market for us and to be welcomed with open arms by this dynamic and diverse group of fragrance folks is so heart-warming.
How would you describe Fischersund’s art collective approach to fragrance?
We bottle not only the scent world of Iceland, but also our childhood memories. Fischersund was born out of the desire for four siblings to work together: Inga (our art director), Jónsi (self-taught nose of the brand and also known for being the lead singer of the post-rock band Sigur Rós), Lilja (brand ambassador and artist) and Sigurrós (our head artisan). We live at the intersection of scent, sound and visual arts. We make immersive experiences that include unique handmade perfumes, scented concerts, visual arts and art exhibitions to facilitate our storytelling. Each of our scents tell stories through our memories and accompanying poems, as well as musical compositions and visual arts. We also have a shop in downtown Reykjavík that is Jónsi’s old recording studio in one of the oldest buildings in the harbor. It is the heart of our brand and an extension of our DNA where we invite everyone in TFF to visit us and experience our signature scent journey, explore the art exhibition space downstairs and enjoy a glass of our handmade schnapps.
What excites you most about the opportunities for independent fragrance brands in 2025?
There is so much experimentation happening in fragrance right now. There is a vibrant, up-and-coming group of independent brands doing really cool things — like pushing the boundaries of creativity. We love that through this incredible community, there is room for everyone to explore and succeed. We are most excited about continuing to build connections with clients through our unique approach of scent, sound and art. Watch this space!

What does joining TFF mean for Moroccanoil?
Joining The Fragrance Foundation marks a meaningful milestone for Moroccanoil as we further establish our presence within the global fragrance community. As a brand founded on a signature scent that has become iconic worldwide, the Moroccanoil team set out to bottle the essence of that scent into a refined Eau de Parfum.
Moroccanoil sees this partnership as a natural extension of our values — rooted in quality, craftsmanship, and the emotional power of scent. It represents an opportunity for participation and recognition among the industry’s most esteemed creators and innovators, while also allowing us to contribute to the ongoing dialogue that shapes the future of fragrance.
Being part of TFF opens the door to collaborations with industry leaders and visionaries, providing us with a platform to both share our unique perspective and learn from others who have helped define the artistry and business of fragrance.
What excites you most about TFF and its initiatives?
What excites us most about The Fragrance Foundation and its initiatives is its unwavering celebration of the creativity, artistry, and innovation that define the fragrance world. TFF not only honors the heritage of perfumery but also champions its future through education, sustainability, and community engagement.
We are especially inspired by TFF’s ability to bring together a diverse and passionate network of industry professionals — creatives, entrepreneurs, and legacy brands alike — who share a deep commitment to advancing fragrance as both an art form and a lifestyle pillar.
The Foundation’s emphasis on storytelling and sensory connection resonates deeply with Moroccanoil’s brand philosophy. We are energized by the opportunity to participate in initiatives that highlight the transformative power of fragrance and foster meaningful dialogue across the industry.
How does Moroccanoil integrate and position fragrance within its larger brand portfolio?
Fragrance has always been at the heart of the Moroccanoil brand. From the moment we introduced our original Moroccanoil Treatment — instantly recognizable for its signature scent — we understood the power of fragrance to evoke emotion, create identity, and build connection.
Every Moroccanoil product is created with a sensorial journey in mind — one that transports and uplifts — reflecting our Mediterranean-inspired roots and commitment to luxurious, high-performing formulas.
Our recent expansion into fine fragrance is a natural evolution, guided by strong consumer demand and a desire to bring the brand experience full circle. Whether through haircare, bodycare, or now eau de parfum, Moroccanoil offers a cohesive lifestyle experience where scent plays a unifying and powerful role.