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 follow his passion and thirst for knowledge that took him to Grasse, the cradle of perfumery, where he discovered the power of essences. His passion in fact comes 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 background, he is able to connect with people through his fragrances, bringing a fresh and revolutionary touch to the industry. His approach to creating perfumes 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 Flowoud and Tobaccon fragrances. Two fragrances in which the Perfumer Nose expressed his vision of uniqueness, richness, madness and addiction.
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Flowing
Alex Lee imagined Flowoud as an explosion of creative madness, blending tradition and innovation with an original and unconventional approach, which is the olfactory signature that characterizes the Perfumer Nose.
Through a combination of elements that do not usually coexist, he created a fragrance that embodies a sense of madness and uniqueness, challenging expectations and breaking down the 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. A bold combination that represents the creative madness of an artist who dares to break every pattern.
Each facet of the perfume represents a part of the character of the wearer, transforming Flowoud into a perfume that speaks of richness of spirit, of someone who is not afraid to mix strength and delicacy.
Alex Lee has expertly created a magnetic and engaging base, which becomes an irresistible call 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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Tobacco
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, enveloping 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 bold combination of tobacco and saffron adds a touch of madness to the fragrance. Here Alex Lee has pushed the limits, creating a bold, almost unthinkable mix that challenges convention and provokes the imagination. All enriched by a base that is pure passion, upsetting all expectations.
Tobaccon expresses a rare identity through a perfect balance of spices and tobacco. It is a challenging, intriguing and mysterious perfume; a perfume that becomes a ritual, an invitation to let yourself be carried away. An olfactory obsession that remains etched.
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the perfumers
Veronique Nyberg
Born in a small village in the French Alps, Véronique Nyberg inherited her grandmother's love for plants and natural aromas, cultivating a passion since she was a child that would open the doors to the world of perfumery.
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Serge Majoullier
Born in Grasse, Serge Majoullier has always lived immersed in the world of essences. After studying chemistry and economics, he joined the analysis and chromatography department of the MANE group, before moving on to the essential oils and floral products sector, where he found his calling.
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