A journey through scent
Lalla A.D. grew up surrounded by scent. Her mother made traditional incense and home scents from a recipe passed down by Lalla's grandmother, and would send her young daughter to a special market with a shopping list: woods from particular trees, pure crystals, liquids to blend. “I grew up surrounded by these very special scents, so dear to my heart,” Lalla says. “She is my first inspiration.”
At seven or eight, she made her first perfumes and sold them. People bought them, she remembers, more because it was cute to see a child selling her own perfume than for the product, and it is still one of her best memories.
A nose built by craft
Lalla studied biochemistry at university and trained in perfumery in her own time, working with full palettes of scents to reach the standard of luxury perfumery. A natural talent for scent, sharpened by craftsmanship and constant experimentation, made her an expert, professional Nose.
As founder and head perfumer of ARTEI PHIRE, she has created more than 18 scents for the collection, and each one takes around six months of trials before it is ready. She has also led more than 500 perfume workshops, where her nose and her perfumer's judgement shape every guest's final blend.
Inspiration and what's next
Lalla draws inspiration from internationally renowned noses such as Francis Kurkdjian. In 2027 she plans to enter international perfume competitions, starting with the Art and Olfaction Awards.
Why she shares it
Her goal is to pass on her love of perfumery, and to find in every scent the natural balance that gives you back your self-confidence.
