“My mission: become the n°1 tailored perfumery brand globally and empower everyone to create their own perfume”What led you to create Maison 21G and tell us more about the innovative concept of bespoke perfumes?
We also continually seek new technology to enhance our experiential retail offerings. For instance in line with our commitment to innovation, we offer a unique. Our open app collect information such as your skin tone, your scent preference, your values in life, and your desired benefits to recommend well-matched scents for each individual. Our RFID Technology informs and educates shoppers on the origins, the olfactive profile and properties of our scents.
The process of creating a bespoke fragrance at Maison 21G is interactive, engaging and fun: we begin by asking customers to fill out our personality quiz, which focuses on their values in life, personal DNA , likes and dislikes related to their olfactive preferences, and the reasons they want to wear a particular perfume . This builds a customer scent profile that is unique to their identity.
One of my favourite memories is from a Love Atelier that we organised in 2022. During this workshop, the couple had the opportunity to take their love to the next level! A young man surprised his girlfriend with a marriage proposal. He had asked the scent designer to print “Marry Me” on the bottle that he had created for her. As he presented her with the bottle, he got down on one knee and revealed a ring hidden inside the box. The entire room was moved to tears by this romantic gesture.
At Maison 21G, we pride ourselves on being transparent and open about what we include in our bottles and what we don’t. Our scents are 100 per cent vegan, cruelty-free, CMR-free, paraben-free, phthalate-free, and preservative-free. We also formulate our scents as biodegradable to reduce our environmental impact.
We believe that the knowledge to create a beautiful, healthy Home Scent for the whole family, should be accessible to everyone. We’ve been thrilled with the responses from the Middle East consumers since we launched Maison 21G. Fragrance is purely ingrained into their culture, and it is amazing for me to express the DNA of my brand there. I am personally passionate about the Middle East market, and we have exciting plans for the region with the support of the prestigious and professional Chalhoub Group.
The Middle East is revered to a high degree and perfumery rooting in historical practices. For instance, the Persians were the first to use distillation in extracting oils from flowers to create beautiful essences that only Middle Eastern people have the culture to appreciate. Who would’ve known that decades, centuries later, perfume application still remains an essential ritual in their daily lives.
South Korea is a key market for Maison 21G in Asia and success in this country can have a significant impact on our brand’s reputation and expansion in Asia. Because South Korea is known for being a trending market for luxury brands, achieving success there can set the tone for the rest of Asia, including countries such as China, Thailand, and Vietnam.
To adapt to these different expectations, Maison 21G will tailor our marketing approach and services to Chinese consumers. This is the strength of our personalised approach, which is not only tailored to the individual but also to the culture and context. We put high effort into localising our approach, considering the cultural and historical context of perfumery in each market and how this influences consumer preferences and behaviour to succeed worldwide.
To support the vision and mission, Maison 21G will continue to raise smart money with bigger investors to challenge the traditional perfume industry, gain sustainable market share and become the most desirable perfume brand.