Unifrom’s Haisam Mohammed on why perfume oils are here to stay
The Swedish fragrance house has recently made a small change to its name and launched a Home Collection. The core of the brand, though, remains the same.
By JOHAN MAGNUSSON
November 19, 2021
After the huge K-beauty trend and its 10-step-routines, there’s a growing global buzz for Scandinavian S-beauty and its innovative products with sustainability at its very core. In the latest issue of our printed magazine, we highlight 13 innovative beauty launches. This is #9.
While most of the perfume houses are inspired by the scenic botanic gardens, Unifrom is the complete opposite.
— The brand is built out of the Swedish high-rise, experimenting with how you interact with perfume and scents, founder Haisam Mohammed explains. What started as a passion project with me standing in the stairwell of a high-rise and being inspired by the scent of families cooking, burning incense, and blending spices has turned into something bigger today. As we have gotten a lot of international interest, we also made the decision to make a small change to our name and register Unifrom instead, as our previous name, Uniform, was a little harder to register in Japan and China.
For Mohammed, perfume has always looked different when growing up.
— While everybody else was spraying perfume on themselves, I was rolling it on my skin with perfume oils. My father always used to have a collection of perfume oils that he brought with him from his journey to our home country. Later, I understood the many benefits of the oils. The biggest was that perfume oils contained no alcohol and could not dry out my already dry skin. I also loved that I could bring my perfume with me at all times. It became my pocket perfume. Together with my lab in Paris, we managed to develop a collection of perfume oils that was fully vegan, cruelty-free, and contained no alcohol, he tells, continuing,
— The feedback has been great. I decided early on to grow organically and let the brand and the products take their time and develop slowly. So, I’m extra happy that we still managed to reach people from all over the world and have customers in 24 countries. We still have a long way to go in educating people about the benefits of perfume oil and getting people to be comfortable buying a different format of perfume. The same goes for our coming launch, redeveloping an old perfume format, but in a modern take — the solid, wax-based perfume.
When the brand soft-launched — a couple of weeks before the pandemic — it aimed to present its perfume oil as an ”on the go” product. The target audience was people who moved between the day a lot, from one meeting to the next, from one first impression to another, and so on.
— Unfortunately, Mohammed tells, that didn’t become the case when we all were spending time in our homes. But on the bright side, people had discovered us and our scents and asked if we could produce more homeware. And that’s what we did, launching a line of incense, which we thought would come out in two or three years now, straight away instead. I had always wanted to bring serenity and joy to homes, and I feel that we managed to do that with our Home Collection. Lighting incense is common inside the homes of people of the diaspora. So it became our invitation for people to become a part of the beautiful experience of incense by introducing a collection of four carefully produced incense sticks to light up and enjoy. We are very soon launching two new fragrances — Bliss and Dawn — as well as the highly asked scented candle.