ScentXplore | Sixth Edition: Editor’s Recap

SPONSORS & PARTNERS

The sixth edition of ScentXplore featured Omani Amouage, French Parfums de Marly, and Brazilian Granado as diamond sponsors, along with, for the first time, a composition house – MANE Flavor & Fragrance Manufacturer. Distributors DHub95, Europerfumes, and The Scent House, as well as retailer MaxAroma, partnered with ScentXplore to create an engaging and inspiring experience between attendees and the owners or representatives of the fragrance brands they bring to consumers. Once again, publications NEZ and Le Parfum Haute Magazine represented the literary world dedicated to perfumery.

As usual, sponsors and partners brought the latest innovations from the perfume industry to ScentXplore. In addition to introducing its proprietary, innovative CO2 scent extraction method via a small glass device and its captive molecules “Jungle Essence” (dubbed the “new enfleurage”), MANE, a company established in 1871, showcased seven brands, including Snif, known for its unique consumer approach, and Umema, a project resulting from anosmia research. MANE’s perfumers were present to explain these and other innovations in detail to attendees.

For the fourth consecutive year as a diamond sponsor, Amouage delighted visitors with the exclusive U.S. launch of its Essences collection – Outlands, Reasons, and Lustre – which introduces several innovations, most notably a groundbreaking double-infusion maceration process. To make these concepts more tangible for attendees, the house hosted the panel “The Importance of Ageing and its Impact on the Perfumes of Tomorrow,” presented by Chief Creative Officer Renaud Salmon, independent perfumer Cécile Zarokian, and renowned historian and editor Michael Edwards. Amouage also delivered the industry-focused presentation “Wadi Dawkah Frankincense Essential Oil,” conducted by ingredient sourcer Dominique Roques and perfumers Pierre Negrin and Alexis Grugeon, alongside Salmon.

At Parfums de Marly’s booth, visitors enjoyed an immersive virtual reality presentation via VR headsets, first debuted at ScentXplore, that transported them into the brand’s universe. Complementing the launch of Palatine, the brand offered its first-ever ScentXplore masterclass dedicated to its women’s collection – “An Ode to Femininity” – hosted by Yvan Jacqueline, President of the Americas. This session allowed attendees to explore and test the brand’s women-focused offerings. Jacqueline also led a second, highly interactive masterclass titled “The Art of Sharing Fragrances.”

Brazil’s unprecedented participation did not go unnoticed. Diamond sponsor Granado, a 154-year old company based in Rio de Janeiro and now with two stores in Manhattan, embraced a bold booth design that defied the minimalist trend, showcasing elements of Brazilian history, culture, and a deep appreciation for fragrance. These themes were explored in detail during the talk “Essence of Brazil: How Granado Explores its Heritage Creating Fragrances with a Tropical Identity,” presented by Sissi Freeman, Granado’s Marketing & Sales Director, and moderated by your editor. Brazil’s presence was further highlighted by a shared booth featuring five independent brands: Amyi, Condé Parfum, Lenvie, Parum São Paulo, and Viking.

RETAILERS & DISTRIBUTORS STEPPING UP

Among the retailers and distributors participating in ScentXplore, Europerfumes, with its dedicated lounge, hosted two key events centered on the renowned English haute perfumery house ROJA and the rising Italian house Jusbox. The latter offered “Jusbox Unplugged,” a conversation with co-founder Andrea Valdo and Sebastian Jara (The Perfume Guy), who collaborated on the creation of the brand’s latest release, Fifty Four. In the main auditorium, Marisa Auciello, Europerfumes Senior Vice President, led a session with master perfumer Roja Dove, revisiting his iconic creations and introducing novelties such as Lost in Paris to an enthusiastic audience.

In the same auditorium, Hamed Arefian, co-founder of MaxAroma, unveiled House of Dastan, which also had a dedicated space at the event. Created in collaboration with perfumer Richard Herpin, the brand’s seven-fragrance collection – crafted in the U.S. – incorporated feedback from over 500 customers. Herpin’s work seamlessly combines French tradition with Persian artistry, offering attendees an exclusive first look at the collection.

For their second consecutive year at ScentXplore, Texas-based distributor DHub95 significantly expanded their presence, doubling their physical footprint with two spacious and bustling booths showcasing 16 brands from around the globe. They also organized multiple events highlighting each brand’s concepts and innovations. DHub95 made a clear effort to connect attendees with the founders of the featured brands, facilitating direct conversations with both current and potential customers.

PRESENTATIONS AND MASTERCLASSES

Beyond the activities of the previously mentioned ScentXplore diamond sponsors, the auditorium hosted a variety of engaging sessions, including “Explore the Creativity and Journey of Mes Bisous,” presented by founder Buse Köseoğlu; “The Scented Trail – A Journey Through Ingredients! Dive Into the Harmony of Tradition and Modernity,” hosted by OJAR‘s Executive VP; “Rescuing the Rare – Pairing Genuine Plant Conservation with New Responsible Fragrance Ingredient Creation,” led by Victor Mane, Director of Fine Fragrance & Ingredients, and Cecile Hua, VP of Creation Services at MANE; “A Winning Formula: Crafting the Future of Fine Fragrance,” conducted by independent perfumer Michael Nordstrand at Mythologist; and “A New Olfactory Dimension – Unveil the Precious Musk Discovered by Marco Polo,” hosted by Valentina Rossetti, Export Sales Manager at The Merchant of Venice.

For the fourth consecutive year– but for the first time in person – Michael Edwards delivered two highly acclaimed masterclasses: “The Birth of Niche” (premiered at the event) and “American Legends: The Evolution of American Fragrances”, followed by a book signing session.

Another major highlight was a fragrance panel discussion featuring Renaud Salmon, Michael Edwards, Alexandra Monet (perfumer at dsm-firmenich), Serena Bardai (founder of Bardai Enterprises Fragrance Galore), Alex Wiltschko (founder and CEO of Osmo), and Emma B. (content creator at Perfumerism). The panel delved into critical and recurring topics within the fragrance community, such as the rise of “dupes”, regulatory challenges, and the evolving role of content creators.

PEOPLE’S CHOICE AWARDS

As is tradition, the event concluded with the ScentXplore People’s Choice Niche Fragrance AwardsCeremony, with this year’s winners including Amouage for Brand Concept & Portfolio and Brand Ethos & Approachability; Lorenzo Pazzaglia for Rising Star Perfumer and Fragrance of the Year (Sun-gria); Day Three for Up-and-Coming Niche Brand and Début Fragrance (La Tacita de Café); MaxAroma as Best Retailer/Distributor; Fragrantica as Most Impactful Content Creator – Writing; and Mr Felix as Most Impactful Content Creator – Vlogging.

The awards were presented by notable figures, including Michael Edwards, Cécile Zarokian, Marisa Auciello, Samira Mbang (founder and CEO of House of Iyrah), Moe Khalaf (founder and creative director of Kajal Perfumes), Turner (NYC men’s personal stylist), Steven Gavrielatos (creative director of Navitus Parfums), Lorenzo Cavallaro (VP of Fine Fragrance North America at MANE), and Dominique Brunel (co-founder of NEZ).

A highlight of the ceremony was honoring master perfumer Sophia Grojsman with the 2024 Lifetime Achievement Award.

IN CONCLUSION

The sixth edition of ScentXplore set yet a new standard, once again creating a vibrant celebration of niche perfumery by bringing together fragrance enthusiasts, content creators, and industry leaders from around the world, staying true to its ethos. From exciting new brands and launches to new acquaintances and thought-provoking discussions, the event created an engaging space to explore, connect, and be inspired. It’s a testament to the passion and creativity that define this community, leaving everyone who attended with a renewed appreciation for the art of scent – and eager anticipation for what’s to come in the next edition. I certainly will be there.

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