In this interview, SOFIA SOUABNI, Global Commercial Director of REINVENTED PARFUMS, shares the inspirations behind the brand’s creation in 2023. Driven by the belief that fragrance is a gateway to memories and emotions, Reinvented Parfums seeks to offer a transformative olfactory experience. Sofia delves into the meaning behind the brand’s name, the creative process, and the stories shaping its 7-fragrance collection, including the new releases Ethereal Soul and Ode to Psyche. She also offers a glimpse into the brand’s future and the vision guiding its approach to niche perfumery.
Sofia, founded in 2023, Reinvented Parfums is very young. What led you to create the brand, and what were your inspirations? What’s the story behind the name?
Reinvented Parfums was born out of a desire to create an experience, an olfactory one. For us, perfume is deeply tied to memories and emotions, and our energy —like a portal into a fluid world. The beauty of scent is that it can transport us to our childhood or a cherished moment, capturing the malleability of time and happiness. With our passion for fragrance, we wanted to craft a brand that delves deeper into this idea, a sense foraging experience, opening a doorway to a infinite world where mind, energy, emotion, and body are inseparable, each shaping the other.
The brand invites you to look beyond the tangible and escape into a olfactory fortress of your own imagination, where the visible and invisible, the possible and impossible, coexist. Reinvented Parfums is built on the vision of reshaping your relationship with perfume, allowing you to engage fully with every aspect of your being.
Your portfolio features 7 fragrances, including the new releases Ethereal Soul and Ode to Psyche. How would you describe the collection as a whole?
Our collection is an exploration of emotions, memories, and moments, intricately interconnected and intertwined. Each fragrance invites you to delve into different layers of feeling, expanding your imagination and transporting you to a fluid world.
What is Reinvented Parfums’ creative process like? Could you provide an example or two of a specific fragrance, from conception to launch?
For Reinvented Parfums, every perfume we launch must have a meaning and a purpose. Each fragrance acts like an arch in the larger story of Reinvented, adding depth and complementing the collection as a whole. From the very beginning of the creative process, we focus on crafting a narrative that resonates with the purpose of the brand. Whether it’s a memory, an emotion, or a fluid experience, we ensure that the fragrance aligns with this vision.
For instance, when we created Sacred Bond, the story began with a desire to connect the body, mind and soul in an inseparable bond. From there, every choice, from top notes to overall color and name, followed the arc of this narrative, ensuring the fragrance wasn’t just a standalone masterpiece but an essential chapter in the reinvented story and one that fits perfectly with the collection.
For Ode To Psyche, we set out to create a fragrance that captures a moment of reminiscence and pays tribute to the original name of the brand, which was suppose to be Psyche. Every decision behind its creation was made with deep intent, blending nostalgia and transformation into a bold and striking scent. We chose to make it a limited edition, as it represents something distinctively rare—a beautiful ode to our past.
Who is Reinvented Parfums’ target audience? Could you share a memorable feedback from a customer who was impacted by one of your fragrances?
Our target audience is made up of individuals who seek to truly experience perfume, not merely smell it. One unforgettable piece of feedback we recently received came from a client who shared that Sacred Bond was their first niche perfume. It resonated deeply with them and sparked their love for the world of niche fragrances. Most of the feedback we receive highlights how our perfumes establish a profound connection—both emotional and intangible. That is our goal — to create a meaningful connection.
How do you see the brand in 5 to 10 years? Any upcoming projects you are excited about?
In the next 5 to 10 years, I see Reinvented Parfums becoming a go-to name in the niche fragrance world, known for our unique fragrances and the stories behind them.
As for what’s coming up, we’re really excited about some new releases we have in the pipeline for next year. We recently showcased our new bottle design at TFWA Cannes 2024, and I’m thrilled to announce that our new launches of this year, Ethereal Soul and Ode to Psyche, are debuting in these stunning new bottles. The rest of our collection will follow suit by the end of this year or early next year. We’re also working on discovery sets to help people explore our fragrances more easily.
What mark would Reinvented Parfums like to leave in history?
We want to leave a lasting mark by creating unique perfumes that resonate with people and transform the way they experience and appreciate fragrance. Our goal is to craft scents that truly create unforgettable experiences.
In 2 or 3 words, how would you define perfume?
Reinvention of Oneself. It provides a space and an outlet for expressing yourself in a deeper way—whether by connecting to nostalgic moments, creating new memories, seduction, or simply expressing your individuality. The choices are endless.
Sofia, thank you for your time and for sharing valuable insights with us. Would you like to add something before we wrap up?
Thank you Daniel for this chance to share the story of Reinvented Parfums. We’re at the beginning of something special, and we look forward to what’s next. We can’t wait to see how our fragrances will continue to inspire and connect with people.
A gift for the ScentXpress readers: REINVENTED Parfums has generously provided one bottle of Sacred Bond & one bottle Ethereal Soul as a special giveaway exclusive to 2 separate readers (Europe and U.S. addresses only.). To be eligible, you just need to sign up for our newsletter and leave an insightful comment below. The winners will be drawn from the comments within 2 weeks from the date of this article’s publication and contacted via email directly.
Follow Reinvented on Instagram: @reinventedparfums
Check out Reinvented: https://www.reinventedparfums.com
(images cortesy of Reinvented Parfums)
