# REINVENTED PARFUMS ## Facts | | | |---|---| | Founded | 2023 | | Origin | United Arab Emirates | | Headquarters | Dubai | | Status | Active | | Distribution | Multi-channel | | Website | https://www.reinventedparfums.com | REINVENTED PARFUMS is a niche fragrance house that sells a compact range of perfumes under the name REINVENTED, with scent names such as Sacred Bond, Eureka, Lucid Dream and Aether Aura. The company's own contact page gives a physical address in Dubai, United Arab Emirates [4], although third-party perfume databases place the brand in other countries. It presents perfume less as an accessory than as a passage through memory, emotion and imagination, and its fragrances are described by the company as vegan, cruelty-free and free of phthalates. The brand is active. It has added new scents to its range in recent years, and in spring 2026 it began publishing a journal of essays on its website. Much about its background remains unclear: no founder has been publicly named, and the company has not published a founding story. ## Origin & founders Where REINVENTED PARFUMS comes from is a point on which the available descriptions disagree. The company's contact-information page lists the trade name "Reinvented Parfums" and a physical address in Dubai, United Arab Emirates [4]. The same page leaves its phone, VAT and trade-registration fields blank, so the legal entity behind the brand is not identified. Two independent perfume databases describe it differently. The German sampling retailer Parfinity profiles REINVENTED as a "niche brand" from Italy and speaks of an "Italian niche perspective", while noting that a specific founding city has not been verified [8]. The fragrance database Parfumo, where the name is styled "Reinvēnted", files the brand under Qatar [10]. The brand's online shop, for its part, offers checkout options common in the Gulf region, including Mada, Benefit and OmanNet, which fits a Gulf base without settling the question between the Emirates and Qatar. No founder is named in any public material about the company. Parfinity identifies Sofia Souabni as the brand's Global Commercial Director and quotes her describing a brand built around memories and emotions [8]; she is not presented as a founder. A firm founding date has likewise not been confirmed by the company itself. ## Philosophy & positioning REINVENTED PARFUMS describes itself in abstract, almost poetic terms rather than through ingredients or technique. On its "About us" page the company calls REINVENTED "the essence of life", a state in which mind, energy, emotion, spirit and body are inseparable and define one another. It also frames the brand as "an invitation to see beyond the tangible", an escape into a world without borders that moves between the visible and the invisible, the possible and the impossible, the fleeting and the eternal. The German version of its homepage condenses this into a single heading, which translates roughly as "an invitation to look beyond the visible". Each fragrance, in the company's telling, is meant to work as a short story. Notes and accords are said to combine with visions, reflections on a journey and sensations relived "for a split second", which REINVENTED calls the main ingredients of its perfumes. The scent names follow the same idea. Illusion is presented as a moment between dream and reality, while Eureka is built around a sudden flash of insight, according to Parfinity's summary of the brand story. Alongside this imagery, the company makes a short set of concrete claims about its formulas. It states that its fragrances are cruelty-free, phthalate-free and vegan, and that none is tested on animals [3]. These are the brand's own statements; no third-party certification for them is documented. The brand's journal, launched on its website in spring 2026, adds a more technical layer to the positioning. In one essay the company argues that there are very few truly new materials in perfumery and that innovation therefore comes mainly from reinterpretation: placing a familiar ingredient in a new context until it behaves differently. It applies this to its own work, saying that the citrus in Epiphany is meant to "interrupt" rather than simply open the scent, and that the spice in Eureka runs through the whole composition as a structure rather than sitting on top as a layer. ## Products & innovation The range consists of perfumes only. The brand's own shop shows eleven scents, among them Aether Aura, Sacred Bond, Enigmatic Aura, Ethereal Soul, Pheromones, Eureka, Ode to Psyche, Illusion, Epiphany, Lucid Dream and Lunar Reverie, as well as a discovery set for sampling. Enigmatic Aura is listed with a "limited" product code. The shop sorts the collection by scent profile, using families such as amber, citrus, earthy, floral, fruity, gourmand, oriental, powdery, spicy and woody. Several scents also exist in an Extrait de Parfum version, a more concentrated form of perfume; Parfumo counts 15 perfumes under the brand in total. The homepage gives its most prominent places to Aether Aura, Ode to Psyche and Lucid Dream. Aether Aura is the newest of these. Parfumo describes it as the brand's "latest creation", a unisex scent that combines citrus freshness, fruity and floral notes with a soft, woody base [9]. Short descriptions from Parfinity give a sense of the range's character. Sacred Bond is summarised there as a gourmand floral with a sweet raspberry-caramel blend, Eureka as coffee meeting spice and earthy notes, and Pheromones as a saffron, rose and musk scent. Ethereal Soul pairs cherry with warm amber, Lucid Dream is presented as woody and spicy, and Ode to Psyche is likened to a barbershop warmth set in woody greens [8]. Across the collection, Parfumo lists saffron, bergamot and amber as the brand's most frequently used notes, followed by musk, rose, vanilla, sandalwood and jasmine. REINVENTED does not tie its scents to a single in-house nose. Parfumo credits four perfumers and creative advisers: Cristian Calabrò, Douglas Morel, Hüseyin Erdoğmuş and Özge Erdoğmuş Altınel [10]. Parfinity links Hüseyin Erdoğmuş to Sacred Bond and Özge Erdoğmuş Altınel to several of the newer compositions, and describes the collaboration as one that connects Turkish perfumery traditions with an Italian-positioned brand [8]. ## Recognition & reception No awards or coverage in major fashion and beauty magazines are documented for REINVENTED PARFUMS. Its reception is visible mainly in perfume-enthusiast communities. On Parfumo, members have submitted 1,965 ratings for the brand's perfumes, with an average score of 7.6 out of 10 [10]. These are user scores rather than editorial reviews. Individual opinions vary: one recent Parfumo review compared the Extrait de Parfum version of Sacred Bond to the sweet bubble gum of the writer's childhood. ## Current status REINVENTED PARFUMS is an active brand. It runs its own online shop in German, English and French, with a country selector covering Europe, the Gulf region and Asia. Its newest release, Aether Aura, dates from 2026 according to Parfumo [9]. Between 30 March and 9 April 2026 the company published twelve essays in its new online journal, which is its most recent documented public activity [7]. The brand also maintains an Instagram account. ## Timeline {#belagg-timeline} | Year | Event | Source | |---|---|---| | 2023 | First perfumes released (Parfumo lists Sacred Bond, Eureka, Pheromones, Epiphany and Illusion Eau de Parfum as 2023 releases; 'the first in 2023') | https://www.parfumo.com/PerfumeBrand/reinvented | | 2024 | Extrait de Parfum versions (Sacred Bond, Pheromones, Eureka, Epiphany, Illusion) plus Ode to Psyche and Ethereal Soul released; Parfumo: 'Most came out in 2024: 7 of them' | https://www.parfumo.com/Perfumes/reinvented | | 2025 | Lucid Dream and Enigmatic Aura released (Parfumo release years) | https://www.parfumo.com/Perfumes/reinvented | | 2026 | The JOURNAL blog launched on the brand site (12 articles published 2026-03-30 to 2026-04-09) | https://www.reinventedparfums.com/blogs/journal_by_reinvented.atom | | 2026 | Aether Aura released (Parfumo release year 2026; described as 'the latest creation') | https://www.parfumo.com/Perfumes/reinvented | ## Signature products {#belagg-products} - **Aether Aura** — As the latest creation from the niche brand Reinvented, the new unisex fragrance “Aether Aura” blends zesty citrus freshness, fruity aromas, and floral notes with a soft, woody base. — https://www.parfumo.com/Perfumes/reinvented - **Ode To Psyche** — ODE AN PSYCHE — https://www.reinventedparfums.com/de - **Lucid Dream** — LUCID DREAM — https://www.reinventedparfums.com/de - **Sacred Bond** — Sacred Bond (Extrait de Parfum) — https://www.parfumo.com/PerfumeBrand/reinvented ## Sources 3. (T2) https://www.reinventedparfums.com/pages/about-us 4. (T2) https://www.reinventedparfums.com/de/policies/contact-information 7. (T2) https://www.reinventedparfums.com/blogs/journal_by_reinvented.atom 8. (T4) https://www.parfinity.com/en/brand/reinvented 9. (T4) https://www.parfumo.com/Perfumes/reinvented 10. (T4) https://www.parfumo.com/PerfumeBrand/reinvented --- Glowpedia · · Published 2026-10-13 Please cite with a link to the article URL.