What first sparked your interest in perfumery, and what inspired you to start your own perfume company?
Growing up surrounded by beauty and fragrance, I was deeply influenced by my mother, a model for Nina Ricci. Spending time at their marketing offices, I treasured the perfume samples I received. This exposure instilled a love for scent and its emotional power. Edeniste was born from my desire to create fragrances that do more than smell beautiful—they improve emotional well-being. Partnering with neuroscientists, I aimed to blend art and science for meaningful, transformative scents.
Can you share a bit about your journey from idea to launch? What challenges did you face along the way?
Building Edeniste was an exciting yet challenging journey, especially in merging scientific rigor with the art of perfumery. Partnering with neuroscientists and Takasago, a visionary Japanese perfume house, required years of unprecedented collaboration. While scientists embraced our innovation, industry marketing teams initially struggled to position us. We overcame these hurdles through perseverance and rigorous testing, developing accords like our Destress Accord, scientifically proven to reduce cortisol. This fusion of science and artistry is at the heart of Edeniste.
What sets your brand apart from others in the perfume industry? How would you describe your brand’s core values and mission?
Edeniste stands out by blending luxury, emotional well-being, and sustainability. Our fragrances, crafted with neuroscience-backed accords, empower users to reconnect with themselves and others. We value kindness, authenticity, and environmental consciousness, offering gender-fluid scents that inspire harmony within individuals and communities. More than perfumes, we’re building a movement for well-being and connection.
How do you ensure that your perfumes resonate with the values and tastes of your target audience?
We listen closely to our customers, creating fragrances that blend luxury with functionality. By leveraging research and technology like EEG and fMRI, we ensure our scents meet universal needs like stress relief and joy. Using natural, ethically sourced ingredients and sustainable packaging, we create sophisticated perfumes that reflect modern values of self-care and environmental responsibility.
Could you describe your creative process? How do you go from a concept or idea to a finished fragrance?
For our Eaux de Parfums, I provide detailed briefs outlining ingredients, origins, and emotions. Perfumers then refine the compositions, often over months, integrating our patented Destress Accord for emotional benefits. For LifeBoosts, the process begins with a specific emotional goal, like calmness or energy. Collaborating with scientists, we rigorously test each formulation using biosensors and fMRI to ensure measurable results. Every fragrance is crafted with passion, precision, and purpose.
What role do ingredients play in your creations? Are there specific notes or ingredient signatures to your brand?
Ingredients are central to our ethos. We prioritize high-quality, ethically sourced naturals for their beauty and emotional effects. Our signature Destress Accord, used in all Eaux de Parfums, features Iso E Super, Ambroxan, white musks, and cedarwood, creating a dry, musky scent proven to reduce stress biomarkers. This blend embodies Edeniste’s essence, making our perfumes unmistakably unique.
Do you have a personal favorite scent or a note you gravitate toward in your creations? Why is it significant to you?
While I love all our fragrances, Jasmin Cruel is a personal favourite, evoking my childhood in the French Riviera with its intoxicating jasmine and tuberose. Rose Délice is my go-to during stressful times, with its calming blend of Rose de Mai, vanilla, and red fruits. For a boost, I often turn to Energy LifeBoost, layering it with Rose Délice for vibrancy and balance.
Are there particular memories or places that inspire your perfumes?
Many of our fragrances draw from personal memories or beautiful places, especially in the South of France. For example, Oud Ghazal is inspired by my travels in the Middle East, capturing the richness and depth of its culture and landscapes.
How do you envision your perfumes being experienced by customers?
I see Edeniste as a tool for customising one’s emotional landscape. Customers can layer Eaux de Parfums with LifeBoosts to suit their mood, creating a deeply personal experience. Whether worn alone or combined, our fragrances invite users to explore, uplift, and balance their emotional states.
In an industry increasingly focused on sustainability, how does your brand approach ethical sourcing and environmental responsibility?
Sustainability is integral to Edeniste. We source natural, renewable ingredients, and use recyclable glass bottles, and FSC-certified packaging. By opting for ethical ingredients and eco- friendly practices, we minimise our environmental impact. While 98% of our ingredients are natural, we embrace sustainable synthetics when they offer a better ecological alternative, demonstrating our commitment to innovation and biodiversity.
What trends or shifts in the perfume industry are you most excited about?
The integration of neuroscience and wellness into perfumery excites me. Edeniste is shaping this trend by offering fragrances that are both luxurious and emotionally transformative, blending cutting-edge science with timeless artistry.
What has been your proudest moment since launching your brand?
Launching Edeniste at Harrods was unforgettable. Seeing our display alongside iconic brands like Dior and Chanel validated years of innovation and hard work, establishing Edeniste as a haute parfumerie that blends luxury with emotional depth.
Where do you see your company in the next five to ten years?
We envision flagship stores offering immersive sensory experiences, alongside expansions into wellness and spa sectors. Our goal is to make Edeniste a global symbol of haute parfumerie, blending luxury with emotional and environmental harmony.
What advice would you give to aspiring entrepreneurs in the fragrance industry?
Be relentlessly passionate and strive for excellence. Create something unique and meaningful that speaks to both the senses and the soul. Surround yourself with a strong team, stay resilient through challenges, and remain true to your vision. At Edeniste, we’ve learned that redefining luxury is about embracing authenticity and crafting fragrances that connect deeply with people.
