ParfumPlus

PP: HAVING STUDIED IN THE UK AND TRAVELLED EXTENSIVELY, ESPECIALLY THROUGH ITALY, HOW HAVE THESE CONTRASTS SHAPED YOUR VIEW OF WHAT A MODERN FRAGRANCE HOUSE SHOULD REPRESENT? TK: Those contrasts didn’t feel like inspiration at first, they felt like different parts of my life. The UK gave me distance and structure. Italy was instinctive and emotional. Coming from the Middle East, where fragrance is deeply cultural, these experiences created a tension. I realised that tension didn’t need resolving, it’s where things made sense. That’s how I see House of Noya. Not fitting into one definition, but existing where all of that comes together. A modern fragrance house shouldn’t belong to one place. It should reflect real, even contradictory experiences. PP: NICHE PERFUMERY BALANCES ARTISTRY AND ACCESSIBILITY. SHOULD A FRAGRANCE CHALLENGE ITS WEARER OR SEDUCE AND IS THAT TENSION WHERE THE MAGIC LIES? TK: It’s not about choosing one. If it’s too comfortable, you forget it. If it’s too challenging, you disconnect. The balance is where it becomes interesting. A scent should pull you in, but also unfold slowly. That’s where the magic is. The most memorable fragrances evolve with you. They don’t reveal everything at once, they stay and become personal over time. PP: AS HOUSE OF NOYA EXPANDS GLOBALLY, WHAT PERCEPTION OF MIDDLE EASTERN PERFUMERY WOULD YOU MOST LIKE TO CHALLENGE? TK: One misconception is that it’s one- dimensional. There’s an idea that it’s only about intensity, but what people miss is the depth and diversity. With House of Noya, I want to show it’s not just a style, it’s a language. It carries history and emotion, but it can also be subtle and modern. It’s not fixed; it’s evolving. For me, it’s about showing you can stay rooted in heritage while creating something global and personal. PP: WHAT MESSAGE WOULD YOU LIKE TO SHARE WITH PARFUMPLUS READERS? TK: Fragrance is personal. Don’t approach it as something you need to understand immediately. Give it time and let it connect in its own way. With House of Noya, every scent is meant to be experienced, not just worn. So my message is: stay curious. Explore beyond what you know, and don’t be afraid of something different. That’s where you find fragrances that truly become yours. parfumplusmag.com ”The story exists first, and the fragrance translates it“ P A R F U M P L U S 37