ParfumPlus

approach, shaping their mastery of fragrance design and ensuring that each product reflects the beauty and diversity of the natural world. NATURE’S HIDDEN TREASURES: ENDEMICS OF TÜRKIYE Vice General Manager Ahmet Yiğider shares exciting details about their latest project that will be featured at this year’s Beautyworld ME fair. “This year’s theme is ‘Endemics of Türkiye’ and we will be exhibiting the unique scents of Türkiye’s endemic plants at our giant stand spanning over 360 square metres,” says Yiğider. In 2019, the first phase of the Endemics of Türkiye project honoured women's labour by creating 18 stunning endemic designs from Anatolia using traditional silk needle lace. Additionally, Seluz "Endemics of Türkiye" library was established, housing research on endemics worldwide. The library, located on the Seluz campus, is open for all academic studies. The project's second phase focuses on the sensory characteristics of Türkiye's endemic plants. The team traced these plants in the mountains, valleys, and forests of Anatolia, which hosts one of the richest endemic floras in the world, to analyse these plants on-site in their natural habitat. "The primary objective of the project is to document the sensory characteristics of these rare plants, preserve them for the future, and introduce their unique scents to the global olfactory literature," emphasises Yiğider. This project not only pays homage to nature but also signifies the company's commitment to investing in Türkiye's diverse flora. SCIENCE MEETS PASSION FOR NATURE Senior Application & Innovation Manager Jan- Willem Ruizendaal offers an insightful look into the project, explaining, "At Seluz, we blend our passion for nature with a scientific approach. We delve into the olfactive profiles of Türkiye's endemic plants through creative and innovative research, grounded in the analytical data we collect." This synergy between nature and science is key to Seluz's exploration and preservation of Türkiye's unique flora, allowing them to develop fragrances that reflect the intricate beauty of these rare plants. "We capture the scent molecules from living plants in their habitats without harming them and later “Synergy between nature and science is key to Seluz's exploration and preservation of Türkiye's unique flora” P A R F U M P L U S 26