Reinvented

Reinvented is a niche perfume house that launched in 2023, presenting itself as a maker of extrait de parfum built around storytelling and craftsmanship rather than mass production. Editorial and retail sources describe it as an Italian house founded in 2023 [6][7]; the brand's own website does not state a country of origin or a founding year, and its pages carry a 2022 copyright notice.

The house made its public debut at Esxence, the Milan trade fair for niche perfumery, and has since expanded to retailers in more than 30 countries. It remains active, with its most recent releases dated to 2025 [6].

Reinvented frames its work as an attempt to change how people relate to fragrance. According to the retailer profile at Parfinity, the house "emphasizes craftsmanship over mass production and interprets traditional scent structures through a modern lens," treating each scent as a narrative with its own personality [7]. The company describes its fragrances as "an escape to a fluid world of emotions" and, on its story page, invites customers into "a fluid world, one without borders, made of mysterious alchemies."

That positioning runs through the brand's own language, which leans heavily on sensory and emotional imagery. Reinvented says its fragrances are "made with care, ensuring the highest quality without compromising the wellbeing of our consumers," and casts each composition as a "carefully crafted story" of notes, chords and emotions.

The founders' names are not disclosed in the available sources. Sofia Souabni is identified as the company's global commercial director, and several editorial write-ups credit a rotating group of perfumers. Plezuro Mag lists Özge Erdoğmuş Altınel — described as working from Istanbul — alongside Cristian Calabrò and Hüseyin Erdoğmuş [6][8]; the niche retailer Parfum Exquis instead names Douglas Morel and Cristian Calabrò [9]. The sources appear to credit different perfumers to different fragrances rather than contradict one another.

The house premiered at Esxence 2023 in Milan with a debut collection of five eau de parfum: Illusion, Eureka, Pheromones, Epiphany and Sacred Bond [10]. It returned to the fair in 2024 to introduce Ethereal Soul and Ode to Psyche [11], and later that year staged a launch event in Dubai, held at a two-Michelin-starred restaurant during Beautyworld Middle East 2024 [8][12].

Two further fragrances followed in 2025: Lucid Dream in June and the limited-edition Enigmatic Aura in October, the year the house also took part in Esxence 2025 [6].

Reinvented's catalogue is built mainly around extrait de parfum, the most concentrated form of fragrance, sold at niche prices. Individual bottles are listed in the range of roughly €180 to €230, with the limited-edition Enigmatic Aura at the top. The line spans gourmand, spicy-floral, woody and fruity styles — Sacred Bond built on raspberry, caramel and creamy florals; Epiphany on saffron, rose and iris; Eureka on coffee and cardamom; and Ethereal Soul on cherry and warm amber [7].

The company states that its fragrances are vegan, cruelty-free and free of phthalates, and that all formulas comply with the standards of the International Fragrance Association [4]. It does not publish its country of manufacture or additional certifications.

Reinvented is an active brand. Its stores page lists retail distribution across more than 30 countries in Europe, North America, Asia, Africa and the Middle East, with Germany its most heavily represented market. The most recent documented activity is the October 2025 release of Enigmatic Aura and participation in Esxence 2025 [6].