Sergey M Borisov

6 days ago | fragrantica.com | Sergey M Borisov

Let's not go out today, shall we? No theaters or posh restaurants, no outings and parties, no weddings and lavish presentations. No palaces and Eiffel Towers, no tropical beaches, jungles or romantic parks. No exotic forest waterfalls, luxury yachts or museum pieces – later. Let's stay home. We can be alone, we can be with loved ones or family. Calm, quiet, cozy... Of course, you can dress up if you want - and of course, you can use perfume! For yourself and for your loved ones.

1 week ago | fragrantica.com | Sergey M Borisov

Lily-of-the-valley, Dior's lucky flower, is being celebrated again, launched in a Le Muguet limited edition bottle in May 2025. Le Muguet will be the first flower perfume of the new limited edition Les Récoltes Majeures collection by Dior, that will include perfumes inspired by classic flowers - Lily-of-the-valley, Rose and Jasmine. Each of these fragrances, reminiscent of a soliflore, is a source of inspiration for fine artisans.

1 week ago | fragrantica.com | Sergey M Borisov

What do we expect when a new niche brand is born? New fragrances, new compositional solutions, renewed ideas and approaches. But brands themselves rarely dare to use novel perfume compositions, preferring proven ones for which customers have already voted with their wallets. Many businesses prioritize creating a strong brand image, which includes the name and the bottle, while the internal smelling liquids are often secondary. Hence, we meet many similar fragrances in a variety of bottles.

1 week ago | fragrantica.com | Sergey M Borisov

When I first entered the niche brands hall at BeautyWorld Middle East 2024 in Dubai, I was immediately told to go to the Giardini Di Toscana stand; it's a perfect constellation of bestsellers. And be sure to try the Bianco Latte fragrance — the best hit in their collection. To be honest, I wasn't familiar with the brand yet, and the enthusiasm of my colleague Sandra (here and here) passed me by.

2 weeks ago | fragrantica.com | Sergey M Borisov

I have known Dubai-based perfumer Shadi Samra for a long time. When he worked for Fragrance du Bois and presented its oils, attars, and fragrances at exhibitions, he told me a lot about the world of Arabian perfumery, traditions, and rules. When Shadi became an independent perfumer and showed me his fragrances created for different brands in his own Scentify Perfumesoffice, I always asked, "Have you ever thought of creating your own brand?" And so now, that time has come.