This year, Parfex presented two distinctive creative worlds: HYPERREAL and OLFACTORY WARDROBE, each offering a unique perspective on fragrance creation.
With its tagline “Where the Impossible Feels Real”, HYPERREAL set the tone for an unforgettable experience.
A stand designed to surprise
At the centre of the stand, a majestic perfume bottle immediately caught visitors’ attention, surrounded by surreal decorative elements that brought the HYPERREAL universe to life. An immersive and unexpected setting that invited visitors to step beyond reality and discover new olfactory territories.
Two creative worlds to explore
HYPERREAL unveiled six daring fragrance creations inspired by imagined raw materials and unexpected olfactory associations. Through surreal combinations and deliberately deceptive effects, the collection challenged familiar perceptions and invited visitors to experience fragrance differently.
Alongside it, OLFACTORY WARDROBE featured ten original olfactory creations inspired by current and emerging trends in fine fragrance, translating evolving inspirations and new creative directions into distinctive compositions.
A winning moment for Parfex
Another highlight was Parfex’s Signature Scent Award 2026, won with Magnetik Musk, created by Lucie Lopez, Creative Director and Perfumer at Parfex.
A modern gourmand musk combining praline, orange blossom, creamy notes and a sensual musky, woody base, the fragrance also showcases NovaSilk Clear, the innovative alcohol-free, water-based fragrance technology developed by Parfex’s sister company Iberchem.
A wonderful recognition of the creativity and expertise of the Parfex team.
Celebrating creativity and connections
Beautyworld Dubai was once again an opportunity to connect with partners, meet new industry players and share Parfex’s latest creations and innovations.
Want to discover more about HYPERREAL, OLFACTORY WARDROBE or Parfex’s fragrance creations? Contact the Parfex sales team to explore these collections and discuss your next project.
What will the next edition bring? See you at Beautyworld Dubai 2027!
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