Rise of gender fluid fragrances

Scent, in its purest form, is no longer a gendered proposition. In the traditional fragrance industry, scent of a flower or any sweet, citrusy ingredients was distinctively termed as feminine while notes of leather, tobacco, and spices had co-relation to masculinity. Nowadays, individuals are looking for more of an experience rather than having to wear a fragrance that is gender bifurcated. Even the young generation of perfume experts are rebelling against the idea of gendered scents and instead curating fragrances that reflect human nature in its entirety.

 Perfumes are meant to blend with our natural pheromones and create individual melodies. So regardless of what gender you identify with – your fragrance should accentuate you. Which is why as someone who has been associated with the global fragrance industry for over two decades, I strongly feel the need to forgo definitions of masculine and feminine when it comes to perfumes.

Recall the first time you tried a fragrance; it was all about the ‘pink’ and ‘blue’ tag. The ability to now re-explore perfumes, outside the gender constructs of traditional fragrance, brings a new joy for the audience. With a sense of rich multicultural Indianness, the myriad of scents I have experienced growing up, and while I traveled a lot around the country, I strongly felt the need to capture the very essence of modern India in a bottle. 

 We have a wealth of rich, layered, and complex sources of jasmine, sandalwood, davana, champaca, oud, which have been selectively used by the global fine fragrance industry as a platform for storytelling.  There was a necessity to create something that celebrates the farmers of India as well as our rich, noble ingredients that strongly add to the essence of a great fragrance. Curating  a series of Homegrown fragrances with distinct aesthetics and global appeal was a task for someone who would lend credibility & finesse to this enterprise- Mr. Amitabh Bachchan

The next-gen fragrances are all about how they make the wearer feel and, more importantly, if you identify with it, then it’s a scent meant for you. It’s the Energy of YOU in a bottle.

Feel it. Sense it. Embrace it