Seluz: The Architecture of Modern Fragrance
Murat Öztürk discusses the founding vision behind Seluz, the logic of its international investments and the structural role innovation continues to play in its growth
In conversation with ParfumPlus, Murat Öztürk, Founder & CEO of Seluz, reflects on the strategy behind Seluz's success as the export leader in the fragrance chemicals category for eight consecutive years since 2018. With an expanding international footprint and a model that connects R&D, production and cultural proximity across key markets, the company is shaping a fragrance ecosystem designed for both precision and resonance.
ParfumPlus: Seluz was founded with a clear vision. What initially inspired this vision and how has it evolved over time?
Murat Öztürk: From the outset, I was interested in building something more complete than a conventional manufacturing company. My vision for Seluz was to create an integrated fragrance ecosystem, one that could bring together research, technology, creativity, and production within a single structure, working in dialogue rather than in isolation.
What drove that vision was a very simple observation: this region has long possessed extraordinary cultural richness, creative instinct, and strategic value, yet those qualities were not always reflected in the global fragrance industry with the level of sophistication they merited. I felt there was the right location for a company that could meet international standards at the highest level while remaining deeply connected to the character and nuances of its own geography.
Over time, that vision has become broader and more defined. Today, Seluz is not only developing fragrances; we are building a framework that can interpret markets, respond to different olfactory cultures, and transform insight into scalable, market-ready solutions.
PP: How would you define Seluz’s identity today, both in terms of philosophy and core strengths?
MO: At its core, Seluz is a technology-driven, R&D-led, and highly agile fragrance and flavour company. But beyond those characteristics, I would say our identity is rooted in a particular balance: precision and flexibility, technical rigour and creative openness, industrial capability and cultural sensitivity.
We have never viewed fragrance as a purely functional product category. It is an area that demands not only formulation expertise, but also intuition, listening, and the ability to understand how different markets express emotion, memory, and aspiration through scent. One of our greatest strengths is that research and development sit at the heart of our organisation. They are not secondary functions. They shape the way we think, the way we develop, and the way we respond. This structure allows us to act quickly and develop solutions tailored to different markets with a very high degree of precision.
PP: Seluz has seen notable international growth in recent years. Which milestones have been most significant in shaping that journey?
MO: Our growth internationally has been the result of steady, deliberate progression rather than a single defining moment. We have invested continuously in the systems that matter most: advanced technologies, robotic production capabilities, and a strong R&D culture capable of sustaining both innovation and consistency.
At the same time, we have focused on building our export structure carefully and expanding our international client base in a disciplined way. The consistency we have achieved in exports and the growth of our global customer base are fundamental elements that have enabled Seluz's current position.
One particularly important milestone was the opening of our fully automated production facility in Bulgaria in 2022.
For us, that was a significant step. This strengthened our operational presence within the European Union and enabled us to serve European markets with greater efficiency and faster logistical response. We have always believed that meaningful expansion must be structural. The principle of exceeding expectations has guided every stage of our international development.
PP: The Middle East is clearly another strategic axis for Seluz. What led you to invest in the UAE, and what role will the Creative Centre play within your broader global vision?
MO: The Middle East holds a very particular importance in the world of fragrance. It is not simply a major market; it is one of the most influential olfactory cultures globally. The relationship to fragrance in the region is deeply embedded, highly sophisticated, and culturally expressive in ways that continue to shape the broader industry.
Our investment in the UAE came from a clear desire to be closer to this cultural centre. Fragrance cannot be understood at a meaningful level from a distance alone. To work with authenticity, one must engage with the culture directly, understand its subtleties, and develop from within that exchange.
The Creative Centre in the UAE is therefore much more than a regional presence. It is a space for interpretation, dialogue, and creation. It allows us to engage regional olfactory codes with greater depth and translate them into formulations that feel both locally resonant and internationally relevant. Within our broader structure, it serves as an important bridge between cultural insight and global development.
PP: Your upcoming fragrance production facility marks another important chapter. How will this investment strengthen Seluz regionally and internationally?
MO: This new facility represents a structural advancement for Seluz. It is not simply an expansion in capacity; it is an investment in integration. By bringing R&D, production, and administrative functions together within a unified environment, we are creating a more cohesive and responsive model for the future.
That level of integration matters. It shortens the distance between idea and execution, strengthens operational coordination, and allows for greater agility across the development process. Regionally, this will deepen our capabilities and responsiveness. Internationally, it will support greater scale, stronger consistency, and a more resilient platform for long-term growth.
In the fragrance industry, creative value must be preserved all the way to the application stage. As the region's most responsive company, we will further accelerate our supply chain.
PP: Innovation has long been central to Seluz’s development. How does your R&D support innovation, speed, and adaptability?
MO: For us, innovation is not a separate department or an abstract idea. It is built into the company’s structure. I have always believed that creativity becomes truly powerful when it is supported by discipline, technical depth, and the ability to move with precision.
Our R&D infrastructure has been designed around exactly that understanding. With advanced analytical technologies and a highly specialised team, we can monitor changes in the fragrance landscape, develop formulations efficiently, and integrate them seamlessly into production. This enables us to remain highly agile while maintaining the consistency and accuracy our clients expect.
The pace of change in fragrance today is remarkable. Consumer expectations are more layered, markets are more dynamic, and the margin for delay is smaller than ever. In that environment, the ability to combine creativity, speed, and control is no longer optional.
It is fundamental.
PP: Looking ahead, what is your long-term vision for Seluz?
MO: In the long term, my goal is to make Seluz not only a strong regional player but also a globally recognised fragrance and flavour company.
To achieve this, we will continue to grow geographically and deepen our technology and R&D investments. We especially plan to establish a stronger presence in the Middle East, Africa, and South Asia regions.
PP: What message would you like to share with ParfumPlus readers?
MO: For me, fragrance has always been more than just a technical product; it has been a very powerful form of expression that directly connects with emotions. What we do at Seluz is actually to take this connection further.
By bringing together technology, creativity, and knowledge, we want to continue creating value on a global scale. I invite ParfumPlus readers to be a part of this transformation and to follow these exciting developments in the sector together.
