In a typical Filipino household, children born before the 2010s might recall playing with the vanity kits of their mothers or grandmothers, fascinated by those luxurious bottles filled with colorful liquids. Spraying them released a strong scent that lingered in the air. Some might remember the excitement of family members opening balikbayan boxes, thrilled to receive imported perfumes from relatives abroad.
As these curious children grew older and became teenagers, they too began exploring the world of fragrances. Who could forget the iconic Bambini or Juicy colognes? Those with a little extra budget might have bought a bottle from Bench or Aficionado. Unbeknownst to them, they were already experiencing the unique scents of Filipino fragrances. As preferences evolved, the demand for more sophisticated scents emerged. The lack of homegrown perfume brands in the Philippines, however, often drove people to seek international options.
But the game is changing. A growing number of local perfumers are stepping up, introducing their own brands and perfume houses.
In this story, Manila Bulletin Lifestyle speaks to three of the most sought-after perfumers of today—Oscar Mejia III of Oscar Mejia Artisan Fragrances, Shale Albao of Tadhana Fragrances, and Renato Lopena Jr. of Wren Atelier. These artisan perfumers share insights on the rise of the local perfume industry and its promising future.
The use of local produce
Shale is one of those children who grew up captivated by the scents in her aunt’s collection.
“I had one aunt who worked abroad and would bring home these intriguing boxes,” she recalled. “I remember sneaking into her room to enjoy the smells of Jovan Musk and Anaïs Anaïs. Those moments felt so special, even magical, that I became fascinated.”
This early fascination, coupled with the realization of the lack of Southeast Asian and Philippine representation in the global perfume industry, inspired her to create Tadhana Fragrances.
“We stand by quality, so using top natural ingredients is very important to us. We import our raw materials from the world’s top fragrance houses like Givaudan, IFF, Firmenich, and others because our customers deserve the best,” Shale said. “One of Tadhana’s strategic objectives is to become a medium to support local farmers and producers. We make it a point that each of our perfumes not only uses but highlights natural Philippine ingredients—elemi, vetiver Filipina, calamansi, dalandan, almaciga, ylang-ylang, sampaguita, and pandan. We’re also looking to integrate Philippine agarwood. You might see it in our collection soon.”
The use of locally sourced produce is a practice shared by other perfumers, including Oscar and Renato.
Getting back the crown as the Queen of Perfumes in the Orient
For Oscar, who holds degrees in Chemistry and Materials Science and Engineering from Ateneo de Manila and received formal perfume training in Paris and Grasse, France—the perfume capital of the world—perfumes are not merely commodities but an art form deeply rooted in history.
“For us perfumers, fragrances are not just personal products or everyday commodities. To us, they represent something more artistic,” he explained. “There’s a story and a series of inspirations behind every perfume bottle.”
Oscar shared an interesting piece of cultural history. “In the late 1800s, the Philippines was considered La Reina De Los Perfumes Del Oriente, or the Queen of Perfumes in the Orient,” he said. “This means we had a robust industry of raw material extraction and fragrance production during that time.”
Reclaiming that title is a vision Oscar shares with other local perfumers. “When you say Filipino perfume, the inspiration should be Filipino—whether it’s the raw materials used or elements inspired by Filipino culture,” he said. “For example, our festivals or even day-to-day experiences of Filipinos. As long as it captures our culture, we can truly call it a Filipino fragrance.”
A promising future
Renato acknowledges that the Filipino perfume industry is still in its infancy compared to more established markets like Europe. However, he believes that with the passion and dedication of local perfumers and the support of Filipino consumers, the future looks bright.
“We have a lot of brands starting their own creations, and they have an advantage because we have local resources available,” Renato said. “Our ingredients are more affordable compared to importing from Europe. We just need to work with our farmers to ensure these materials are sustainable and meet market demands.”
He also encouraged aspiring perfumers to innovate and avoid merely duplicating high-end international brands. “We’re at a point where offering original fragrances is crucial. The market for dupes or clones is already saturated,” Renato explained. “For example, if one company offers a Jo Malone-inspired fragrance and another does the same, it’s a tough competition. The best strategy is to create something original—something only you can make.”
Together with Shale and Oscar, Renato envisions a thriving Filipino perfume industry.
“It’s a very promising future. Right now, there’s a boom in original fragrances and unique creations. Many local brands are launching their own products, and I believe this momentum will continue for years to come,” Renato concluded.