Originally conceived as an African brand, Scent Of Africa’s priority is to gain a solid foothold on the continent. But it also intends to promote its heritage and its vision of African luxury to consumers around the world. Travel retail is central to this expansion strategy and the brand showcased its new 100ml formats at the recent TFWA World Exhibition in Cannes and the Middle East and Africa Duty Free Association (MEADFA) Conference in Abu Dhabi.

A true African footprint

Lebanese-born Tanal Ghandour had been living in Africa for 40 years when he founded Scent Of Africa to celebrate the continent’s rich olfactory terroir. As early as 2022, the brand unveiled its first collection, Eternal Legends, which promotes an accessible and varied style. Crafted by leading fragrance houses, the range explores African mythologies, based on feminine and masculine duos.

Created as a tribute brand, Scent Of Africa has quite naturally established itself on the African continent. In addition to Ghana, where it performs at Scentopia and Paris II — premium perfumery retailers — the brand has expanded to Nigeria, Kenya and Angola, three rapidly growing markets for the luxury segment.

Scent Of Africa has developed a fine partnership with the Lintons, an independent retailer operating over 30 luxury multi-brand perfumeries across Kenya.

In Nigeria, Scent Of Africa is available in several towns of the country and in travel retail in partnership with Dufry’s duty-free shops in airports. Ethiopian Airlines and Airlink in South Africa are also partners for in-flight sales.

Still on the African continent, the brand is present in Côte d’Ivoire, Djibouti, Congo, Rwanda and Zambia, among others. This continental presence is bearing fruit, as Scent Of Africa ended 2024 with approximately 25% growth in value across all markets.

Looking to conquer new territories

But the brand also has its sights set on other horizons. After incorporating several points of sale in the Caribbean, it now aims to establish itself in the United States, where the large African diaspora might be receptive to the brand.

Now available at Flying Solo in New York, a boutique offering a fine selection of fashion, fragrances and jewellery in the trendy Soho district, Scent of Africa is also available in France, since last December, at the Paris address of the New York concept store, near the Etienne Marcel metro station. The brand has also just entered FK Le Marais, a concept store dedicated to African fashion and lifestyle, with an art gallery, the HOOP Galerie, at 72 rue de Turenne in the 3rd arrondissement.

A cultural and artistic edge

For Scent Of Africa, the challenge is also to participate in the development of multicultural beauty. Last October, Stéphanie Gazel, the brand’s Creative Director, spoke at an event organised by The Colors in New York about the challenges of opening up the world of perfumes.

On the occasion of the 15th Biennale of African Contemporary Art, on 8 November in Dakar, Tanal Ghandour and Stéphanie Gazel gave a masterclass on natural ingredients from Africa, organised by the École des Métiers d’Arts, which promotes African crafts and the luxury industry. Stéphanie Gazel also gave a lecture about the emerging fragrance market in Africa at the Fragrance Innovation Summit in Paris on 27 November.

In 2025, Scent Of Africa will unveil a new duo that promises to be extravagant. The brand is also working on a second collection with an even more African signature!