For the longest time, Filipinos have consumed imported fragrances to satisfy their olfactory needs due to the limited availability of local perfume brands. However, several visionaries are now changing this narrative, launching their own perfume brands with the hope of putting the Philippines on the map of the perfume industry. One such fragrance enthusiast is John Greg Parilla.
Down the memory lane
Hailing from the province of Rizal, Parilla’s journey into the world of fragrance began with a simple compliment. While working in sales, his colleagues’ positive comments about his scent sparked an interest that quickly blossomed into a full-blown passion. Now, Greg is not only a content creator with thousands of followers but also the founder of clothing brand Habit and co-founder of GP Fragrances, crafting scents that tell stories and celebrate Filipino identity.
Greg's early experiences were a mix of experimentation and online learning. He explored mainstream fragrances, guided by online resources like Jeremy Fragrance and Fragrantica forums. “I didn’t know anyone who shared this interest back then,” he recalls, emphasizing the self-taught nature of his early explorations. This independent spirit would prove crucial in navigating the challenges that lay ahead.
The biggest hurdle, he admits, was financial. Perfume collecting is an expensive hobby, and balancing a sales job with inconsistent income while simultaneously creating perfume-related content on YouTube required immense resourcefulness.
“Maintaining a consistent upload schedule with a limited perfume collection was incredibly difficult,” Greg explains. He had to become a master storyteller, maximizing the impact of each review and finding creative ways to engage his audience beyond simply showcasing new acquisitions.
His creative process is deeply personal and visual. He starts with a concept—a memory, a place, an emotion—and then translates that vision into olfactory notes. “I’m a very visual person,” he says. “Having explored various scent profiles, I can then ‘imagine’ the fragrance’s smell and the notes needed to create it.” This imagined scent then becomes the blueprint for his collaborations with perfumers.
The birth of GP Fragrances
His “Dreamer” collection, comprising Vieux Papier, Eclat Noir, and Memoire de Montagne, perfectly illustrates this approach. Each fragrance represents a different facet of Greg’s life. Vieux Papier, inspired by the “Old Money” aesthetic, is his interpretation of a classic, luxurious scent, featuring locally sourced Vetiver Filipina.
“We aimed to create our own version of an ‘amoy mayaman’ (smells rich) fragrance, evoking the scents favored by the wealthy of old,” he says. “A unique ‘paper bills’ accord adds an extra olfactory layer. This fragrance proudly features locally sourced Vetiver Filipina, alongside cedarwood, patchouli, suede, bergamot, and lavender.”
Eclat Noir, a gourmand fragrance with notes of cognac, cherry, and cacao, embodies his childhood dream of success, symbolized by Black Forest cake. Memoire de Montagne, the newest among this series is a fresh, aromatic scent with a unique suman (rice cake) accord, captures the nostalgia of his hometown in Rizal province.
“This fresh, green, aromatic fragrance has a gourmand twist thanks to a suman accord. Suman is a popular Antipolo delicacy,” he shares. “It’s airy and breezy, with notes of bamboo, green mango, coconut, a hint of apple, and, of course, suman. The base features Vetiver Filipina, oakmoss, and musk.”
The challenges and what lies ahead
Running a perfumery business, however, presents its own set of challenges. Greg notes the difficulty of introducing niche fragrances to a market that may not yet be fully acquainted with the higher price point and complex sensory experience. His goal is to make quality fragrances more accessible while simultaneously elevating the Filipino olfactory experience. Funding, too, has been a significant obstacle, but he credits Ralph Layco of Noah for his unwavering support.
Looking to the future, Greg’s ambitions are global. He envisions his brand representing the Philippines on the world stage, showcasing the unique talent of Filipino perfumers. He emphasizes his commitment to collaboration, noting his work with Renato Lopena Jr. on the Dreamer collection and his upcoming line exploring Philippine locales with perfumers Bernadette Lim, Shale Albao, and Gib Ang.
The man behind GP Fragrances believes there is a distinct Filipino aesthetic in perfumery, which he describes as “more aromatic and natural smelling.” Greg sees the future of Filipino perfumery as bright, with growing interest in fragrance and increasing global recognition for local brands.
His advice to aspiring perfumers is simple yet profound: “Stay true to yourself and your vision, and only collaborate with people who share your values.” John Greg Parilla’s journey is a testament to the power of passion, creativity, and a deep connection to one's roots. He’s not just creating fragrances; he’s creating a narrative, one scent at a time, celebrating the rich tapestry of Filipino identity.