Anisha Riggs
Mind Games is a luxury fragrance brand founded by Alex Shalbaf of The Fragrance Group, with world-renowned perfumer Christelle Laprade of Symrise. The brand debuted its first fragrance collection in 2022, exclusively launching in the North American store Neiman Marcus. The brand's ethos revolves around character, skill, and intellect, with each fragrance designed to tell a story and embody diverse personalities. Mind Games has since expanded its collection, unveiling more scents and candles, and has generated interest across various demographics.
| Characteristics | Values |
|---|---|
| Founder and CEO | Alex Shalbaf |
| Perfumer | Christelle Laprade |
| First collection | Artisan |
| Second collection | Soulmate |
| Partnered with | Symrise |
| Inspired by | Chess |
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What You'll Learn
Mind Games Fragrance was founded by Alex Shalbaf of The Fragrance Group
Mind Games Fragrance is a luxury fragrance brand that debuted in 2022. It was founded by Alex Shalbaf, the founder and CEO of The Fragrance Group, in partnership with world-renowned perfumer Christelle Laprade of Symrise.
The brand's inaugural fragrance line, the Artisan collection, was launched under the creative direction of Shalbaf's wife, Mariana Shalbaf. It features genderless fragrances with notes of coffee, leather, vanilla, and orange. Each product in the Mind Games repertoire is designed to be unique, reflecting the diverse personalities of those who play chess.
The brand draws inspiration from chess, linking complex artistry with the innovative and hypnotic effects of perfumery. Each fragrance is crafted with carefully sourced and selected high-quality, natural, and sustainable ingredients, reflecting a commitment to protecting the environment. The intricate detailing and materials used in the bottles, as well as the elegant compositions within, contribute to a profound statement of art.
Mind Games Fragrance has generated interest across demographics, with Shalbaf attributing this to avid fragrance consumption among consumers. The brand has utilized digital marketing, particularly video content, to drive conversions and maintain a cohesive brand message. Mind Games has also partnered with Ecodrive, pledging to plant a tree in Senegal for every order over $75 placed on their website. This initiative reflects the brand's commitment to sustainable and ethical business practices.
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The brand's first collection, Artisan, debuted in 2022
The Fragrance Group launched the Mind Games brand in 2022, with its first collection, Artisan, making its debut under the guidance of the group's founder and CEO, Alex Shalbaf. Shalbaf founded Mind Games with world-renowned perfumer Christelle Laprade of Symrise, a niche fragrance house. The brand's ethos revolves around character, skill, and intellect, with fragrances that are designed to tell a story and embody diverse personalities.
The Artisan collection features genderless fragrances with notes of coffee, leather, vanilla, and orange. Each product in the Mind Games repertoire is designed to be wholly singular, reflecting the brand's commitment to excellence and exclusivity. The fragrances are crafted by master perfumers, housed in statuesque bottles, and intricately formulated to embolden obsessions. Every element of the design, from the intricate detailing of the bottles to the elegant compositions within, aims to make a profound artistic statement.
Mind Games fragrances are sustainably sourced and produced, with a commitment to protecting the environment and reducing waste. The brand prioritises the use of high-quality, natural, and sustainably sourced ingredients, even if they are more expensive. This dedication to quality and sustainability extends to the brand's packaging and exclusive online offerings, reinforcing its commitment to delivering a cohesive and elegant experience to its customers.
The brand's first collection, Artisan, debuted in an intimate dinner on November 28, 2022, to commemorate its launch and its first home in the luxury North American store, Neiman Marcus. The guest list included some of New York's finest creators and editors, such as Alexander Julian Gibson, Ben Brewster, and Candace Marie, reflecting the brand's universal appeal across different demographics.
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The fragrances are inspired by the game of chess
The luxury fragrance brand Mind Games was founded by Alex Shalbaf, the CEO of The Fragrance Group, and world-renowned perfumer Christelle Laprade of Symrise. The brand's debut fragrance collection, launched in 2022, was inspired by the complex artistry, heritage, craftsmanship, and design exemplified by the game of chess.
Mind Games explores the interplay between the strategy and brilliance of chess and the innovative and hypnotic effects of perfumery. Each fragrance in the collection embodies the diverse personalities that step up to a chessboard, with scents designed to be worn alone or layered to create a unique fragrance experience. The brand's niche fragrances are crafted by master perfumers and housed in statuesque bottles that celebrate the distinct and astonishing workings of the mind.
The Soulmate collection, the line's second drop, debuted in late 2023 and comprised 10 pawns. Each bottle in this collection is designed with a uniform coat of armour, drawing inspiration from the profound connection that exists between two souls. The fragrances in this collection include notes of plum, grapefruit, clean cotton, and lavender, with layering encouraged to create unique scent combinations.
Mind Games also offers a collection of artisanal candles that capture the elegance and strategic brilliance of chess. The artistically designed candle vessels interlock to create a chessboard pattern, making them a cherished piece to showcase in any space. The brand is committed to sustainability and has partnered with Ecodrive to allow customers to get involved in global reforestation through tree-planting initiatives.
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The Soulmate collection is the brand's second drop
The Soulmate collection is the second drop from the luxury fragrance brand Mind Games, founded by The Fragrance Group. The line comprises 10 pawns, each with a uniform coat of armour. The fragrances emit touches of plum, grapefruit, clean cotton, and lavender. Each scent can be worn alone or layered with others in the collection. The collection also includes the brand's first set of candles, a 10-piece assortment designed to be artfully arranged on an accompanying chessboard.
Alex Shalbaf, the founder and CEO of Mind Games, said that the Soulmate collection was inspired by "the profound connection that exists between two souls". He added that the brand wanted to "translate this connection that almost transcends the physical world and delves into the realm of the ethereal". Shalbaf also emphasised the importance of high-quality, natural, and sustainably sourced ingredients in the creation of the collection.
Mind Games fragrances are crafted by world-renowned master perfumers and are housed in statuesque bottles with intricate detailing. The brand's niche fragrances are designed to embolden the wearer's obsessions, with each scent mirroring the significance of every move a chess player makes. The brand believes that every element of the design should come together to form a profound statement of art.
Mind Games' debut collection, the Artisan line, was launched in 2022 and included fragrances with notes of coffee, leather, vanilla, and orange. The genderless fragrances were designed to be wholly singular, reflecting the diverse personalities of those who play chess. The brand also has a commitment to sustainability and protecting the environment, with an exclusive partnership with Ecodrive that sees one tree planted in Senegal for every order over $75.
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The brand has partnered with Ecodrive for global reforestation
Mind Games is a new fragrance brand, with its earliest edition created in 2022. The brand was founded by Alex Shalbaf of The Fragrance Group, in collaboration with world-renowned perfumer Christelle Laprade of Symrise. Mind Games is committed to protecting the environment, reducing waste, and promoting equitable society. This commitment is reflected in their partnership with Ecodrive for global reforestation.
Mind Games has partnered with Ecodrive to allow its customers to actively participate in global reforestation efforts. For every order of $75 or more placed on the Mind Games website, one tree will be planted in Senegal. This initiative is part of Mind Games' focus on sustainable and ethical business practices, delivering high-quality products that customers can feel good about.
The brand's partnership with Ecodrive is in line with their sustainability goals and their commitment to the environment. By planting trees in Senegal, Mind Games is contributing to the restoration of ecosystems, combating desertification, and supporting local communities. This initiative also helps to offset the carbon footprint associated with the fragrance industry, including the production and distribution of perfumes.
Through their partnership with Ecodrive, Mind Games is taking responsibility for their environmental impact and encouraging their customers to join them in making a positive change. This collaboration showcases the brand's dedication to creating sustainable, purpose-driven business practices while still delivering high-quality, luxurious fragrances.
The collaboration between Mind Games and Ecodrive is an example of how brands can take initiative and involve their customers in global reforestation efforts. By choosing to partner with Ecodrive, Mind Games is not only contributing to the restoration of ecosystems but also to the social and economic development of local communities in Senegal. This partnership sets a precedent for other luxury brands to follow in promoting sustainable and environmentally conscious practices.
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Frequently asked questions
Mind Games Fragrance is owned by Alex Shalbaf, the Founder and CEO of the fragrance group.
The perfumer for Mind Games Fragrance is Christelle Laprade of Symrise.
The inspiration behind Mind Games Fragrance is the complexity and heritage of the game of chess. Each fragrance is designed to embody the diverse personalities that step up to a chessboard.
