The new frontiers of niche perfumery: an olfactory dialogue between the United Kingdom and Morocco

The final stage of this sensory journey between West and East analyzes the contemporary movement of niche perfumery, which, on the one hand, in the United Kingdom, embraces a deviation from more commercial scents and thrives on the concepts of “distinction” and “unusual” (Jo Malone London), while, on the other hand, in Morocco, reinterprets the classic notes of rose with a contemporary touch (Whind).

From the UK, Jo Malone London presents English Pear & Sweet Pea Cologne: a novel combination of fruits and flowers

Born on November 5, 1963, in Bexleyheath, southeast London, Jo Malone overcame a difficult childhood marked by dyslexia and her mother’s stroke, which led her to leave school at 13 to take care of her. Despite these challenges, she nurtured a love for fragrances, starting her career in perfumery at the age of 20. In 1990, she founded Jo Malone London, creating her first fragrance, Nutmeg & Ginger, which became an immediate success. Her innovative approach to fragrance creation, allowing layering and blending, brought her tremendous success from the outset, so much so that in 1999, she sold the company to Estée Lauder Companies, but remained as creative director until 2006.

Niche perfumery
English Pear & Sweet Pea Cologne, Jo Malone London

The chosen fragrance is the latest creation from the English perfumery Maison: English Pear & Sweet Pea, a floral and light scent inspired by sun-kissed orchards, with inviting William pears adorning its branches. “We wanted to highlight all the juiciness of the pear, but we also wanted to celebrate the delicacy of pastel tones and the refined playfulness of sweet pea petals,” said Céline Roux, Global Head of Fragrance at Jo Malone London. These succulent fruits, therefore, intertwine with the delicate scent of sweet pea heart notes, at the base of which lie white musk undertones. This light fragrance explores the complicity between sweet pea and juicy pear, creating a new combination of fruit and flowers.

Jo Malone London, English Pear & Sweet Pea Cologne is available in 30ml and 100ml sizes.

A true gem of niche perfumery: Rose Saffron, a tenacious rose elixir signed Whind

Whind‘s story encapsulates the success accumulated over the years by Hind Sebti, who, born in Morocco, after spending 20 years of her career working as a beauty executive for giants such as P&G and Mac Cosmetics, decided to launch the Whind skincare line in 2019, inspired by Arab beauty and Moroccan tradition. In 2023, the debut in fragrances with perfumer Jerome Epinette. The fragrance line, as Sebti herself declares, “honors the beauty heritage of the Arab world through the eyes of an Arab woman.”
The chosen fragrance is the irreverent Rose Saffron. “It’s not the traditional rose we’re used to, it’s hidden behind spices and woods, but it remains the queen of the fragrance. It’s a beautiful Absolute Rose from Morocco, uniquely blended with spices like pink saffron, patchouli, and agarwood, making this fragrance a very tenacious and sophisticated rose elixir, with high olfactory persistence,” said nose Jerome Epinette.

Niche perfumery
Rose Saffron, Whind

The top notes are a vibrant pink saffron from Kashmir, passion fruit, and coffee beans. In the heart, a rich harmony of incense, Centifolia rose from France, and pink peony unfolds. Finally, the persistent base notes reveal the intensity of agarwood, crispy amber and vanilla pods.

Rose Saffron is available in a 100ml spray format.


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