ParfumPlus

They are also highlighting the bridge between the lab and the bottle, showcasing composition houses' ingredient palettes, ingredient traceability, and even featuring perfumers' names on the packaging itself. This shift is largely driven by consumers who today crave transparency; they are far more educated in perfumery, thanks in part to the rise of global communities on social media, such as #PerfumeTok or #Scentoftheday hashtags. At Fragorium, we believe that highlighting our internal systems is part of this transparency movement. While the scent is the star, our systems are the directors of the performance. Mastering the backend means our partners can focus entirely on their brand identity, confident that the quality and integrity of their vision will be preserved at every scale. PP: FRAGORIUM SUPPORTS BOTH REGIONAL AND INTERNATIONAL MARKETS. HOW DO YOU BALANCE CULTURAL SPECIFICITY WITH THE NEED FOR GLOBAL RELEVANCE IN SCENT CREATION? JM: It is a balance of listening before creating. Our strength lies in personalisation and cultural empathy. Whether a project requires a deep Middle Eastern soul or global appeal, we act as a bridge, translating a brand’s DNA into a scent that resonates with its audience. To support this global vision, we are expanding with new subsidiaries ”At Fragorium, we believe that highlighting our internal systems is part of this transparency movement“ We keep firmly in mind that every decision made behind the scenes, from the calibration of our lab equipment to the talent we hire, directly impacts the final fragrance that ends up in the bottle. PP: IN A MARKET THAT OFTEN CELEBRATES THE FINISHED FRAGRANCE, HOW IMPORTANT IS IT TO HIGHLIGHT THE INVISIBLE SYSTEMS THAT MAKE CONSISTENCY AND SCALE POSSIBLE? JM: The invisible systems are guarantors of trust. We are witnessing a real shift in the industry: the invisible is becoming visible. More and more brands are not only celebrating the finished product. in France and India, allowing us to capture local nuances at the source. The key is staying true to the brand’s heritage. We have moved beyond superficial storytelling into 'storyproving', where we are committed to delivering both meaningful fragrances and marketing. This means listening to the 'wild desires' of consumers and integrating their insights throughout the entire process, not just at the start. It is about creating surprise while preserving familiarity and comfort. PP: GROWTH OFTEN TESTS INTERNAL CAPABILITIES. WHAT HAS BEEN THE MOST DEFINING CHALLENGE IN SCALING FRAGORIUM, AND HOW DID IT RESHAPE YOUR APPROACH? JM: The main challenge has been building the right structure in real-time while growing, ensuring that P A R F U M P L U S 65