It was not a conventional presentation. Convened by Edition Privée, the emblematic space that houses the luxurious universe of signature fragrances, Alex Shalbaf arrived in Buenos Aires with a proposal that dismantles the traditional logic of perfumery: understanding perfume from its origin. In a rare experience, the notes were tasted, smelled separately, and then assembled to reveal the final composition. A sensory deconstruction that allowed us to understand the invisible architecture of a fragrance, as if it were a play analyzed in slow motion.
Founder of Mind Gamesa niche perfume house launched in 2022 that is today the fifth best-selling in the United States, built a brand that crosses chess, art and smell. Their fragrances—extrait de parfum—are intense and expensive because they work with a high concentration of essential oils, seeking depth, duration and a more enveloping experience. In his talk with NOTICIAS, Shalbaf returns again and again to the same point: perfume as memory. Born in Isfahan, in the heart of Iran, and living in the United States since he was 18, his story—like that of his wife and partner in this project, Marianne, born in Kiev—is marked by uprooting. In this transit, the aroma becomes a form of permanence. Something that is not lost, that does not change language or territory.
News: I came from another world before perfumery. What led you to get into this universe?
Alex Shalbaf: It was a process. I started in telecommunications, then I moved to fragrance distribution in the United States and there I deeply understood how the industry works. But over time I started to feel like something was missing. I always had in mind to create something that didn’t look like what already existed. I saw many brands that followed similar formulas, both aesthetically and olfactorily. I wanted to break away from that. Create something different, but at the same time it was usable, close. And above all, I wanted to give a place to perfumers, who are the true artists.
News: Is that why you decided to work with several perfumers instead of just one?
Shalbaf: I didn’t want to limit the brand to a single vision, for me that diversity is the soul of the brand. Each perfumer has their own way of interpreting an idea. As in art or music, everyone sees beauty differently. Having multiple voices makes the collection richer and more complex. But there was something even more important. I felt that perfumers did not have the recognition they deserve. They are artists, creators, but many times they remain behind the brand, almost anonymous, doing what is asked of them. For me it was essential to give them a space where they could express themselves freely, where their voice was present.
News: Chess runs through the entire proposal.
Shalbaf: Yes, because it is part of my life. I grew up playing with my father, with my grandfather. They are very present memories. But, furthermore, chess is universal. It’s strategy, anticipation, intelligence. When two people play, they are not just moving pieces: they are reading each other, anticipating, reacting. That dynamic is very similar to perfumery, where there are also layers, evolution, surprise.
News: How was the launch of the brand?
Shalbaf: It was very particular. We knew we had something special and submitted it directly to Neiman Marcus. We didn’t even have the bottles ready, just renders and the fragrances. It was a pandemic, so the buyer had to smell everything alone. After trying six or seven perfumes, he said he wanted the brand exclusively in all his stores. Nothing like this had ever happened. And from day one it worked.
News: In an increasingly saturated niche perfumery market, how did you build your own identity and manage to connect with new audiences?
Shalbaf: Launching a niche fragrance brand in a saturated market is no easy task. However, we have taken advantage of digital storytelling and the universal appeal of chess to forge our own identity. Niche perfumery has experienced a boom in the number of collectors, especially among young audiences and male consumers. Through digital marketing and storytelling, we connect with young audiences through immersive content that highlights the art and craft of the brand. Social media has played a major role in this growth. We carefully select influencers from diverse backgrounds, who are aware of trends and cultural movements, and give them the freedom to tell unique stories about the brand. At the same time, we highly value the in-person experience. We want it not to be just another product on a shelf, but to generate real connections.
News: Their perfumes are expensive. Because?
Shalbaf: Because we work with very high quality. All our fragrances are extrait de parfum, which implies a higher concentration of essential oils. This makes the perfume last longer and have more depth. But it also has to do with the ingredients. We use very high quality raw materials, often rare. We wanted even the most delicate notes, such as citrus, to be able to sustain themselves over time. For that you need pure oils, in quantity.
News: The brand is barely three years old and it is already the fifth best-selling in the United States and they are in more than 70 countries. How do you explain this growth?
Shalbaf: It’s very fast, but also very organic. I think it has to do with authenticity. We never thought about it from traditional marketing. We don’t follow formulas. Each fragrance has a story, a real construction. And also with quality: we use very high-level ingredients and high concentrations of essential oils. This makes the perfume last longer and evolve differently on the skin.
News: Perfume is closely linked to memory. How do you live it?
Shalbaf: For me it is one of the most powerful forms of emotion. The aroma can transport you to a place without moving. I think there are two things that do that: perfume and books. They can change your mood, make you remember, make you feel.
News: Is there a fragrance that particularly connects you to your story?
Shalbaf: Yes, one that has a grenade. We have a fragrance called J’adoube that has it very present and is my favorite. For me the pomegranate is much more than a note. It’s part of my story. It is a very ancient fruit, very present in our culture, which grows in very harsh conditions. I grew up in Isfahan, a very old city, with a huge tradition in art and architecture. But beyond the city, there are fields where pomegranates grow in very harsh conditions, in extremely saline soils, with almost no water. And yet they bear fruit. They have deep roots, they survive, they persist. For me, that image is very powerful. Every time I smell that note, I return to that silent effort, that resistance. It represents life, abundance, continuity. So when I smell that fragrance, it’s not just a scent. It’s my childhood, it’s my origin, it’s everything I had to go through to get here.
News: What does that memory generate in you?
Shalbaf: It’s very emotional. Because it speaks of origin, of resistance. Every time I smell that note I return to that landscape, to that idea of something that grows in difficult conditions, but keeps going. It has a lot to do with my personal history, with having emigrated, with starting over.
News: Is there some of that experience in building the brand as well?
Shalbaf: Completely. My wife and I come from places that went through difficult times. And I think bringing those experiences together to create something that lasts, that has meaning, is part of what we do. Perfume, in some way, is that: a way to take something with you, no matter where you are.
News: His wife plays a key role in the brand.
Shalbaf: Completely. Marianne is the creative director. It comes from art, from design. It has a different sensibility, and that greatly balances my more strategic view. I think that combination is what makes the brand have an identity.
News: MIND GAMES is also a couple project. How do you balance creativity, business and family life?
Shalbaf: We combine art with business vision. Mariana’s creative vision and my strategic experience are the basis of the brand. Our different perspectives often generate innovative ideas and help us see challenges from multiple angles. Running a perfume house is already a challenge in itself, but doing it as a couple makes it even more complex and, at the same time, more enriching. Working together, while raising our three children, requires a lot of organization and conscious decisions. We share responsibilities and try to maintain a real balance between the personal and the professional. That balance between the intellectual and the emotional not only defines our relationship, it also defines the essence of the brand.
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