Fragrance industry veteran Paul Austin teamed up with India's fashion powerhouse and Good Earth founder Anita Lal to create LilaNur Parfums and celebrate the Asian subcontinent's ancient perfume history.
The pandemic project brand aims to be the first truly global perfume house by teaming up with French perfumer Firmenich to produce scents using Indian ingredients, cultural packaging and showcase traditional Indian attar perfume.
LilaNur Parfums was quickly snapped up by Harrods and Bergdorf Goodman following its 2021 launch as consumers look further afield for their favourite scents.
Here, Austin shares his brand purpose and tips for other budding beauty entrepreneurs.
Brand Purpose
The Indian fragrance house uses motifs from the Taj Mahal within its packaging
“LilaNur Parfum’s purpose is to establish itself as India’s first modern-luxury fragrance house, blending
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