
MEET
Alex Lee
Born in California, Alex Lee has always had a special connection to the world of perfumery since he was a child. His interest began from an innocent curiosity towards smells that slowly turned into a real passion.
Initially oriented towards a career in medicine, Alex Lee then decided to indulge his passion and thirst for knowledge that led him to Grasse, the cradle of perfumery, where he discovered the power of essences. Actually, his passion stems from the belief that perfume serves as an emotional medicine, evoking feelings and memories.
His talent has never gone unnoticed: in 2013, his dedication and creativity led him to win the prestigious competition "The Scent of Esxence - 5 Years of Excellence". Since then, he has created fragrances for many iconic brands such as Lancôme, Carolina Herrera, Penhaligon’s, Dolce&Gabbana and Zara.
Thanks to his multicultural origin, he is able to connect with people through his fragrances, offering a fresh and revolutionary touch to the industry. His approach to perfume creation reflects his sincerity, humility and curiosity.
Alex Lee decided to embrace the Rumad project with the desire to continue innovating the world of perfumery by creating the fragrances Flowoud and Tobaccon. Two fragrances in which the Perfumer expressed his vision of uniqueness, richness, madness and addiction.

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Flowoud
Alex Lee imagined Flowoud as an explosion of creative madness, combining tradition and innovation with a novel and unconventional approach, which is the olfactory signature characterizing this Perfumer.
Through a combination of elements that usually do not co-exist, he has given birth to a fragrance that embodies the sense of madness and uniqueness, challenging expectations and breaking down barriers between perfume and personality.
Alex Lee wanted to play with an unpredictable balance, where the sweetness and freshness of raspberry blend with oud wood - known for its almost mystical intensity - and alcoholic bourbon. An audacious combination representing the creative madness of an artist who dares to break every pattern.
Each nuance of the perfume represents a part of the character of those who wear it, transforming Flowoud into a perfume that speaks of richness of spirit, of those who are not afraid to mix strength and delicacy.
Alex Lee has skillfully created a magnetic and engaging base, which becomes an irresistible lure for anyone who perceives it. The depth and persistence of Flowoud make its trail unforgettable, like an uncontrollable and unexpected addiction.
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Tobaccon
Alex Lee conceived Tobaccon as an addiction that grows unexpectedly, through a blend of precious notes that evolve on the skin leaving an enveloping trail. An invitation to relive the complexity of this experience, a continuous call that is impossible to resist.
A unique balance between strength and delicacy, between opulence and intimacy, where each note dances in complete harmony, offering an unmistakable olfactory signature.
Alex Lee has built the opening of the fragrance as a real twist, unexpected because it does not follow the rules, wrapping the senses in a mix of intensity and provocation. The bitter freshness of orange peel reveals a refined opulence, combining with the delicacy of lavender.
The audacious combination of tobacco and saffron gives a touch of madness to the fragrance. Here, Alex Lee has pushed the limits by creating a daring - almost unthinkable - mix that defies conventions and provokes the imagination. All enriched by a base that is pure passion, upsetting every expectation.
Tobaccon expresses a rare identity through a perfect balance of spices and tobacco. It is a perfume that tastes of challenge, intriguing and mysterious; a perfume that becomes a ritual, an invitation to be carried away. An olfactory obsession that stays in memory.
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