ParfumPlus

❚ SELUZ CREATIVE CENTER, SHARJAH RESEARCH, TECHNOLOGY & INNOVATION PARK there was the right location for a company that could meet international standards at the highest level while remaining deeply connected to the character and nuances of its own geography. Over time, that vision has become broader and more defined. Today, Seluz is not only developing fragrances; we are building a framework that can interpret markets, respond to different olfactory cultures, and transform insight into scalable, market-ready solutions. PP: HOW WOULD YOU DEFINE SELUZ’S IDENTITY TODAY, BOTH IN TERMS OF PHILOSOPHY AND CORE STRENGTHS? MO: At its core, Seluz is a technology-driven, R&D-led, and highly agile fragrance and flavour company. But beyond those characteristics, I would say our identity is rooted in a particular balance: precision and flexibility, technical rigour and creative openness, industrial capability and cultural sensitivity. We have never viewed fragrance as a purely functional product category. It is an area that demands not only formulation expertise, but also intuition, listening, and the ability to understand how different markets express emotion, memory, and aspiration through scent. One of our greatest strengths is that research and development sit at the heart of our organisation. They are not secondary functions. They shape the way we think, the way we develop, and the way we respond. This structure allows us to act quickly and develop solutions tailored to different markets with a very high degree of precision. PP: SELUZ HAS SEEN NOTABLE INTERNATIONAL GROWTH IN RECENT YEARS. WHICH MILESTONES HAVE BEEN MOST SIGNIFICANT IN SHAPING THAT JOURNEY? MO: Our growth internationally has been the result of steady, deliberate progression rather than a single defining moment. We have invested continuously in the systems that matter most: advanced technologies, robotic production capabilities, and a strong R&D culture capable of sustaining both innovation and consistency. At the same time, we have focused on building our export structure carefully and expanding our international client base in a disciplined way. The consistency we have achieved in exports and the growth of our global customer base are fundamental elements that have enabled Seluz's current position. One particularly important milestone was the opening of our fully automated production facility in Bulgaria in 2022. For us, that was a significant step. This strengthened our operational presence within the European Union and enabled us to serve European markets with greater efficiency and faster logistical response. We have always believed that meaningful expansion must be structural. The principle of exceeding expectations has guided every stage of our international development. P A R F U M P L U S 42