The art of perfume marketing: how fragrance is sold
A fragrance cannot be seen, touched, or displayed on a shelf like a dress. Yet it is sold by the mil...
Born from personal history and a passion for fragrances, Michael Malul London is a modern perfume house that masterfully blends London elegance with a global perspective on the world of scents. Founded in 2019 by entrepreneur and self-taught perfumer Mikael Weiss, the brand bears a double name: Michael for the founder's father, and Malul for his son. This deep personal connection forms the basis of the brand's philosophy, which strives to create perfumes that tell stories and evoke emotions beyond a simple combination of notes.
The strength of Michael Malul London fragrances lies in collaboration with industry-leading "noses." The brand attracts talented perfumers, each bringing their unique vision. Thus, the sensuality and complex accords in the creations are the merit of Clément Gavarry, known for his work for many niche houses. The floral freshness and airy lightness were breathed into the perfumes by Gabriela Chelariu. The experience and craftsmanship of creators such as Roger Howell and Gil Clavien Giannoni ensure the highest quality of compositions, making each bottle a result of genuine perfumery art.
Exploring the brand's catalog is a true journey. Fragrances are grouped into thematic collections, each with its own character. The Citizen Jack line represents bold, modern interpretations of classic chypre and woody structures. Jet Black is an ode to elegance and mystery, often with accents of leather, incense, and dark woody notes. The Visionair collection looks to the future, offering innovative, airy, and often synthetically pure accords. And the KTORET series focuses on rich, sensual, and powdery compositions, emphasizing the art of seduction.
In just a few years, the brand has already developed signature scents that have become beloved by connoisseurs. The flagship and one of the most discussed is Electric Heart — a bold, almost cinematic perfume with notes of sparkling pepper, saffron, and electromagnetic accords. For lovers of freshness and elegance, the popular 140 Blue was created, while the warm and spicy 139 Spice has become a hit among autumn-winter fragrances.
Travelers and dreamers are drawn to the exotic 593 Bali, which transports to tropical gardens. Enthusiasts note the incredible longevity and deep, almost mystical sillage of Jet Black Intense. And compositions such as the airy Blue Ridge and the bright, fruity-sweet 173 Candy demonstrate the incredible versatility of the brand's palette.
What unites all these different fragrances? The recognizable signature of Michael Malul London is boldness, emotionality, and uncompromising attention to the quality of raw materials. The house's perfumes are often described as long-lasting, with a well-crafted sillage. They are created for those seeking not just a pleasant scent, but character, mood, and a topic for conversation. Many of the brand's compositions are unisex, reflecting the modern approach to perfumery where the boundaries between masculine and feminine are blurred.
Young but ambitious, Michael Malul London has quickly captured the attention of the niche community. Its fragrances are an invitation to explore new olfactory territories, where traditional craftsmanship meets contemporary boldness, and every story contained in a bottle awaits its storyteller.
| Number of fragrances | 70 |
| Collections (8) | Citizen Jack, Citizen Jill, Collaborations With Gents Scents, Esquire Collection, Jet Black, KTORET, Plus Collection, Visionair |
| Segment | Niche perfumery |
| Founded | 2019 |
| Official website | https://michaelmalul.com |
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