Meet SAMIRA MBANG, the visionary founder & CEO of HOUSE OF IYRAH. Inspired by her anosmic mother’s love for fragrance and smelling good, Samira’s journey from childhood memories to establishing her brand in 2022 highlights the deep emotional connection she has with scent. House of Iyrah’s ethos is to create fragrances that resonate beyond the sense of smell, celebrating emotion and connection. Join us as we dive into the story behind the name, the artistry that fuels each release, and how Samira’s mission reshapes how we experience perfume as a universal joy.
Samira, could you share the origins of House of Iyrah with us? What is the brand’s ethos and inspiration? What does the name represent?
House of Iyrah was founded in August 2022. The inspiration behind this brand is my mum. She is anosmic, has never smelt a day in her life but is very passionate about fragrances and smelling good. Growing up I was her personal perfumer (laughs). She will value my opinion on any fragrance before she wore it or if she was gifted a fragrance, I’d have to smell it for her and based on my facial expression she will either keep it, give it to me or give it out to someone. This experience really shaped my view on fragrances. I am building a brand that believes in the artistry of fragrance—an art which can be experienced by anyone regardless of their sensory abilities. Scent is more than just something you can smell; it’s an emotion, a memory, a mood, a moment. Fragrance has the power to connect us to our surroundings, to each other, and to ourselves in ways that words cannot capture.
Our mission is simple: to create fragrances that everyone can enjoy—whether you can smell or not. We have designed our scents with inclusivity in mind, ensuring that they resonate on a deeper level. From the rich, tactile nature of our notes to the thoughtful, layered complexity that can be felt even in the absence of scent, every fragrance is made to be experienced. Through innovative design, accessibility, and a commitment to breaking down barriers, we aim to create a world where fragrance is no longer a privilege, but a universal joy. With each product we craft, we are dedicated to ensuring that the emotional power of scent can be experienced by all—whether through touch, through memory, or through the ability to simply wear something that makes you feel alive.
In the first stages of our creation, we were called “IYRAH LUXE OILS”. We started off as a brand that made perfume oils and in 2023, we rebranded and decided to expand our portfolio from perfume oils to also include fragrances and the name House of IYRAH was born.
The name “IYRAH” comes from the last four letters of my name – SAMIRA or SAMYRAH.
How does your creative process work? Please walk us through the concept of your latest releases Nocturne and Symphony. Explain how you brought it to life.
Our creative process is based on life experiences through my visits to certain countries or certain memories. L’artisan our first release is an ode to my dad. It unlocks core key memories of him and my childhood. He was into fragrances as well and his room always smelt of rich leather and wood.
Our latest fragrance releases Symphony and Nocturne is a celebration of serenity, luxury, and emotional connection. Symphony is a scent that transports you to a realm of pure, timeless elegance. Inspired by a trip to Sint Marteen last year in December, this fragrance is designed for those who enjoy luxury in simplicity. It’s sweet, but never cloying; creamy, but never too heavy. Notes: Peaches, Saffron, Leather, Sandalwood.
Nocturne is a scent that transports you to a world of lingering memories from a fun night that won’t fade away. It. Is inspired by the fun nights I always have every time I visit the city of Dubai. Nocturne captures the essence of mystery, power, and sensuality. It’s not a fragrance you wear lightly—it’s an experience. The scent unfolds like an ancient secret, revealing layers of complexity with every wear. The amber provides warmth and depth, while the oud grounds the fragrance with an earthy richness, making it feel like a tangible force in the air around you. It is perfect for those who want to leave a powerful, lingering impression. Notes: Agarwood, White amber, musk, Pink pepper
Do you have a specific target audience? How do you reach your customers, and how are they segmented demographically?
Our target audience is divided into 4 groups. Fragrance Enthusiasts & Connoisseurs: Those who have a deep passion for unique, high-quality perfumes. Self-Expression Seekers: individuals who view fragrance as a form of personal identity. Collectors: Those who purchase high-end, niche fragrances as a hobby. Lastly, People who enjoy discovering and exploring new sensory experiences.
Our focus with our consumers right now is building a genuine community that adds value to our consumers. A community that encourages freedom of expression through your fragrance.
Could you give us a glimpse into any upcoming projects?
We just released two new fragrances—Nocturne and Symphony and some more will be released in February as well. Stay tuned.
What mark would House of Iyrah like to leave in history?
House of Iyrah would like to be known as a legacy brand that created timeless blends which reshaped how people viewed and connected with fragrance. It would be remembered for redefining fragrance as a multisensory experience, one that transcends the limitations of smell and allows everyone to connect with scent, emotion, and identity, regardless of sensory ability. The goal would be to create a legacy where fragrance is not just for those who can smell, but for everyone—a truly inclusive experience that reimagines what perfume can be.
In 2 or 3 words, how would you define perfume?
Perfume is a memory in a bottle.
Thank you, Samira, for your time and for sharing valuable insights with us. Would you like to add something before we wrap up?
Thank you for this opportunity. Looking forward to continue sharing my experiences through fragrance with the world.
Check out House of Iyrah: https://www.houseofiyrah.com
(images cortesy of House of Iyrah)
