ParfumPlus

Murat Öztürk discusses the founding vision behind Seluz, the logic of its international investments and the structural role innovation continues to play in its growth Special Feature The Architecture of Modern Fragrance IN CONVERSATION WITH ParfumPlus, Murat Öztürk, Founder & CEO of Seluz, reflects on the strategy behind Seluz's success as the export leader in the fragrance chemicals category for eight consecutive years since 2018. With an expanding international footprint and a model that connects R&D, production and cultural proximity across key markets, the company is shaping a fragrance ecosystem designed for both precision and resonance. PARFUMPLUS: SELUZ WAS FOUNDED WITH A CLEAR VISION. WHAT INITIALLY INSPIRED THIS VISION AND HOW HAS IT EVOLVED OVER TIME? Murat Öztürk: From the outset, I was interested in building something more complete than a conventional manufacturing company. My vision for Seluz was to create an integrated fragrance ecosystem, one that could bring together research, technology, creativity, and production within a single structure, working in dialogue rather than in isolation. What drove that vision was a very simple observation: this region has long possessed extraordinary cultural richness, creative instinct, and strategic value, yet those qualities were not always reflected in the global fragrance industry with the level of sophistication they merited. I felt P A R F U M P L U S 41