Is it time for perfumes to undergo their own multicultural revolution?

Haweya Mohamed and Ammin Youssoufcome from the luxury, entrepreneurship, and communication sectors. They founded the agency The Colors to support beauty companies in developing their own multicultural approach.

“We aim to provide our clients with strategic support to best address overlooked populations in terms of products and messages,” explains Haweya Mohamed.

Driven by iconic personalities like Rihanna and Pharell Williams, the multicultural movement is making progress in the hair care, skincare and makeup categories. The founders of The Colors now emphasize the opportunity to breathe new life into the perfume industry which, until now, has mainly been influenced by a close circle of olfactory sensibilities.

“Today, it is clear that only the Western collective memory, sensoriality, and personal experiences are conveyed, although more specific memories offer many other opportunities, with people with different cultures,” says Ammin Youssouf.

“I cannot say that ingredients from the African continent are unavailable on the market. They are. But there is no narrative, no storytelling about how we are going to compose perfumes with them. It is just like music; the notes are the same, but the rhythm is different,” he adds.

Elevating perfumes beyond boundaries

Last October 16th, the agency held an event in NYC during which Afro-descendant culture and traditions revealed themselves through fragrances and beauty products, with a view to help participants seize new market opportunities. The event showcased various creations, in particular Chris Collins’, Teri Johnson’s (Harlem Perfume), and Stéphanie Gazel’s (Scent of Africa).

“We highlighted founders of brands mainly focused on this cultural approach, including senior perfumer Kingsley Ibe, who shines a light on his memory, personal story, and relationship with ingredients. Afro-Americans represent 15% of the US population and are keen to reconnect with the African continent, as can be seen in the music or film industries. The idea is to discover how to transpose these creative dynamics in the beauty sector,” adds Haweya Mohamed.

“There is no shortage because there is no offer”

The agency’s founders highlight the opportunity represented by this creative potentiality, as well as the importance of the future diversity of perfumers’ profiles, as opposed to today’s situation.

“The market will talk. Profiles of creators of African or multicultural origin have shaped up: they are here now, and they are willing to settle on the market. The Colors embodies this movement. And it is fundamental to remind that Gen Z and Millennials, who are market drivers, are clearly marked by cultural diversity,” they conclude.