Parfex : The Elixirs of Time
Parfex Unveils Its New Collection at Beautyworld Middle East 2025
Like an invitation to travel through the ages, Parfex presents its exclusive new collection, The Elixirs of Time, at Beautyworld Middle East 2025. Inspired by the rich heritage of Middle Eastern perfumery, this collection blends tradition with contemporary creativity, projecting a vision of tomorrow, a theme chosen to honour the brand’s 40 years of creation and exploration.
An Immersive Experience Across Time
The stand immerses visitors in a universe where past, present, and future meet, creating a dialogue between heritage and modernity. Ancient rituals, spice routes, and imperial splendours converge with modern sophistication. This alchemy of time is expressed through a scenography both mysterious and refined, rooted in centuries of craftsmanship yet open to innovation.
Each of the collection’s eight creations serves as a key to another era, a sensory bridge capable of awakening memories, reflecting contemporary desires, and hinting at a future yet to be imagined. Within the hourglass of time, every perfume becomes eternity.
A Journey Between Tradition and Modernity
The collection unfolds in several olfactory chapters: a tribute to sacred rituals with the resinous depth of myrrh and incense, a journey along the spice route illuminated by cardamom, and a stop at the age of distillation where leather and rose intertwine.
Two collaborative creations complete the story: Parfex 2025, with a gourmand, generous spirit, and Parfex 2050, a minimalist, refined vision with crystalline musks and mineral nuances.
From incense clouds to citrus highlights, from the sensuality of spices to the transparency of musks, The Elixirs of Time celebrates both heritage and the promises of the future. The palette reflects the Middle Eastern market’s tastes: opulence and ritual, contemporary gourmand indulgence, and elegant simplicity.
The Art of Composing Time with Crystal Nectar, Soul of Smoke and Sultan’s Haven
Three perfumes from this collection exemplify the artistry and imagination at the heart of The Elixirs of Time, each offering a captivating glimpse into the essence of Time in the Middle East.
Following the current trend of celebrating an abundance of fruits and juicy freshness, master perfumer Jean-François Thizon presents his creation, Crystal Nectar:"At the heart of a bouquet of radiant white flowers, I developed an unprecedented accord of rhubarb and Thai basil. Fresh, tangy, and audacious, it stands out among sun-drenched fruits and illuminates a composition enriched with rare woods and vanilla."
Also featured is a creation by Pauline Barthale, Soul of Smoke, evoking the fusion of tradition and modernity:"Fascinated by the captivating aromas of bakhours, I wanted to pay tribute to them through a creation evoking the sacred smoke over the hot embers of the censer. Smoky notes of vetiver and styrax, enhanced by a honeyed rose, a whisper of oud, opoponax, and warm amber, reveal a dark and magnetic aura."
Lucie Lopez signs Sultan’s Haven, a creation infused with Ottoman elegance, where the hammam emerges as a true sanctuary of the senses :"This perfume was born from the dance of light and shadow. Inspired by the freshness of neroli and orange blossom and the mineral warmth of ancient hammams, it leaves a trail of lasting impression. Cypriol and vetiver bring depth, anchoring the golden floral notes in refined elegance.”
With The Elixirs of Time, Parfex offers more than a collection; it is an immersive journey through time. From ancient splendours to modern refinement, each creation tells a story that transcends generations.
Join us on a journey through time at stand Z2 C23 at Beautyworld Middle East 2025, and discover how, in the hourglass of perfumery, every moment can become eternity.
