Seluz: Infusing Life With Nature’s Essence
Seluz blends its passion for nature with science to recreate the scents of ‘Endemics of Türkiye’
SELUZ FRAGRANCE & FLAVOR COMPANY is rooted in a profound connection with nature, blending science and creativity to craft fragrances that capture the essence of the natural world. Located in Istanbul, the Seluz campus is surrounded by lush greenery, reflecting the company’s dedication to sustainability and its mission to preserve the wonders of nature.
As Seluz embarks on its latest project, ‘Endemics of Türkiye,’ the company continues to elevate the world of fragrance by exploring the sensory characteristics of Türkiye's rich flora. This commitment to innovation and nature sets Seluz apart as a leader in the fragrance industry.
The Seluz Fragrance & Flavor Company campus in Istanbul is home to a stunning botanical garden, symbolising the company’s integration of nature with innovation and creativity. Surrounded by lush greenery, the campus reflects Seluz's commitment to sustainability and natural inspiration.
During a visit, Founder & CEO Murat Öztürk, Marketing & Flavor Business Unit, Vice General Manager Ahmet Yiğider, and Senior Application & Innovation Manager Jan-Willem Ruizendaal discussed how their passion for nature guides the company’s operations. From product development to the workspace environment, Seluz’s business processes are deeply influenced by a respect for nature, seamlessly blending scientific innovation with natural beauty.
Crafting Fragrances & Flavors At the Heart of Nature
Surrounded by majestic trees and vibrant greenery, the Seluz campus reflects Founder & CEO Murat Öztürk’s profound appreciation for nature and how he integrates it into his work.
Drawing inspiration from nature’s vast power, Öztürk has created not just a workplace but an ecosystem that thrives in harmony with its natural surroundings. This balance between nature and innovation is central to Seluz’s philosophy, influencing both the company's environment and its approach to crafting fragrances and flavours.
At every stage of the company, priority is given to sustainability and respect for nature. This philosophy is evident in the company’s architectural design and overall culture. Employees are constantly motivated to work within this campus, where they are intertwined with nature.
"Our motto, 'We infuse life with nature’s essence' is not just a phrase; it is the guiding principle that shapes our business and our lives," explains founder Öztürk.
Seluz infuses the essence of nature directly into its products, with each fragrance capturing a unique facet of nature’s richness—whether it’s the grace of a flower, the freshness of a plant, or the vibrancy of a fruit.
As Murat Öztürk explains, nature serves as the guiding force in their creative process, inspiring the development of distinctive scents drawn from its endless bounty. This profound connection to nature forms the foundation of Seluz’s creative approach, shaping their mastery of fragrance design and ensuring that each product reflects the beauty and diversity of the natural world.
Nature’s Hidden Treasures: Endemics of Türkiye
Vice General Manager Ahmet Yiğider shares exciting details about their latest project that will be featured at this year’s Beautyworld ME fair. “This year’s theme is ‘Endemics of Türkiye’ and we will be exhibiting the unique scents of Türkiye’s endemic plants at our giant stand spanning over 360 square metres,” says Yiğider.
In 2019, Endemics of Türkiye project not only tributes to nature but also signifies the company's commitment to investing in Türkiye's diverse flora. Additionally, Seluz "Endemics of Türkiye" library was established, housing research on endemics worldwide. The library, located on the Seluz campus, is open for all academic studies.
The project's second phase focuses on the sensory characteristics of Türkiye's endemic plants. The team traced these plants in the mountains, valleys, and forests of Anatolia, which hosts one of the richest endemic floras in the world, to analyse these plants on-site in their natural habitat.
"The primary objective of the project is to document the sensory characteristics of these rare plants, preserve them for the future, and introduce their unique scents to the global olfactory literature," emphasises Yiğider.
This project not only pays homage to nature but also signifies the company's commitment to investing in Türkiye's diverse flora.
Science Meets Passion for Nature
Senior Application & Innovation Manager Jan-Willem Ruizendaal offers an insightful look into the project, explaining, "At Seluz, we blend our passion for nature with a scientific approach.
We delve into the olfactive profiles of Türkiye's endemic plants through creative and innovative research, grounded in the analytical data we collect." This synergy between nature and science is key to Seluz's exploration and preservation of Türkiye's unique flora, allowing them to develop fragrances that reflect the intricate beauty of these rare plants.
"We capture the scent molecules from living plants in their habitats without harming them and later perform thermal desorption into GC/MS in our laboratories."
In the light of the analysis, the Seluz perfumer team brings forth a new wave of rich scents embodying the diversity of Türkiye's endemic plants. Drawing inspiration from nature's unique beauty, these fragrances come to life as a reflection of rare wonders.
Seluz’s harmonious fusion of nature, science, and creativity is evident in every aspect of its business. From the lush surroundings of its Istanbul campus to its groundbreaking ‘Endemics of Türkiye’ project, Seluz remains dedicated to preserving and celebrating the beauty of nature.
By capturing the unique scents of Türkiye’s endemic plants, the company not only honours the country’s rich biodiversity but also ensures that these rare olfactory treasures will be experienced for generations to come.
As Seluz continues to innovate, its mission to infuse life with nature’s essence will undoubtedly inspire the global fragrance industry.
