«Destruction of traditions: the story of an entrepreneur reviving classic scents»
18 august 2025 в 22:28
Luxury industry has shifted its focus from eternity to speed and novelty. This change is particularly noticeable in the perfume sector, where modern scents often take center stage over classic formulas. During this evolution, one entrepreneur, known as the «Robin Hood of perfumery», - offers a different approach that prioritizes memory, emotions, and longevity.
Resistance to disposable luxury consumption
Meet Mahsam Raza. He is a versatile entrepreneur, perfumer, actor, and film producer. As the founder and CEO of The Dua Brand, he revives classic fragrances and creates new ones. Founded in 2016, the brand recreates discontinued or reformulated scents. Why do this? For this cultural counterargument against the fetish of novelty — it is like a higher calling. And the world is taking notice. In 2025, The Dua Brand made it to the coveted Inc. 5000 list, officially entering the ranks of the fastest-growing private companies in the United States.
Bringing vintage scents back to life is a form of cultural stewardship. At the heart of this quest lies one remaining question: «Why was this forgotten in the first place?» Scents often have ties to time and place. In this sense, this businessman does not develop products. Instead, he curates experiences, memories, and moments that people thought were lost forever.
The Dua Brand stands against chasing trends. This niche perfumery house does not push customers towards what’s next. It aims to make iconic scents wearable again. With over 2500 unique blends in its library, fragrance enthusiasts have a choice of accessible, premium scents. (Check out the best fragrance dupes if you’re curious about what this looks like in practice.)
But that’s only part of the story. The Dua Brand is also recognized for its bold originality, especially through its 'Original Blends,' which are entirely new creations not inspired by any existing perfume. These scents are developed from scratch, often drawing from Raza’s personal memories, artistic influences, or even movie scenes.
And there’s an experimental side: the acclaimed 'Hybrids' and 'Tribrids' by Dua, where two or more scents are blended into one, resulting in unique, never-before-seen compositions. These blends attract serious fragrance enthusiasts who love layering but often struggle to know where to start. Dua takes on the creative work so that customers can enjoy harmony in every spray.
There’s something almost subversive about building a business around what others discard. For this fragrance reviver, bringing back long-forgotten or reformulated classics is not about capitalizing on nostalgia. He introduces emotional longevity to an audience accustomed to trend cycles, viral popularity on social media, and products that are here today and gone tomorrow. This is what he considers true luxury.
Content and glamour in cinema
Cinema is another space where trends dictate value. Shouldn’t movies provoke, move, and challenge viewers? Raza certainly thinks so. Driven by a desire to explore deeper themes and unconventional storytelling, he ventured into filmmaking with his debut passion project, Leech.
Raza made his debut not only as a producer but also as an actor in a psychological thriller that was released worldwide. The film delves into tense relationships between human nature and morality — a reflection of Raza’s interest in layered storytelling, whether in fragrance or film.
Raza’s storytelling is not limited to fragrance. His foray into cinema began with the creation of Glamora Films, a film company focused on bold, thought-provoking narratives. Through Glamora, he directed and starred in his debut film, Leech — a psychological thriller exploring tense relationships between human nature and morality.
The film company tells stories that linger in memory, rather than just entertain. It avoids quick success,
Resistance to disposable luxury consumption
Meet Mahsam Raza. He is a versatile entrepreneur, perfumer, actor, and film producer. As the founder and CEO of The Dua Brand, he revives classic fragrances and creates new ones. Founded in 2016, the brand recreates discontinued or reformulated scents. Why do this? For this cultural counterargument against the fetish of novelty — it is like a higher calling. And the world is taking notice. In 2025, The Dua Brand made it to the coveted Inc. 5000 list, officially entering the ranks of the fastest-growing private companies in the United States.
Bringing vintage scents back to life is a form of cultural stewardship. At the heart of this quest lies one remaining question: «Why was this forgotten in the first place?» Scents often have ties to time and place. In this sense, this businessman does not develop products. Instead, he curates experiences, memories, and moments that people thought were lost forever.
The Dua Brand stands against chasing trends. This niche perfumery house does not push customers towards what’s next. It aims to make iconic scents wearable again. With over 2500 unique blends in its library, fragrance enthusiasts have a choice of accessible, premium scents. (Check out the best fragrance dupes if you’re curious about what this looks like in practice.)
But that’s only part of the story. The Dua Brand is also recognized for its bold originality, especially through its 'Original Blends,' which are entirely new creations not inspired by any existing perfume. These scents are developed from scratch, often drawing from Raza’s personal memories, artistic influences, or even movie scenes.
And there’s an experimental side: the acclaimed 'Hybrids' and 'Tribrids' by Dua, where two or more scents are blended into one, resulting in unique, never-before-seen compositions. These blends attract serious fragrance enthusiasts who love layering but often struggle to know where to start. Dua takes on the creative work so that customers can enjoy harmony in every spray.
There’s something almost subversive about building a business around what others discard. For this fragrance reviver, bringing back long-forgotten or reformulated classics is not about capitalizing on nostalgia. He introduces emotional longevity to an audience accustomed to trend cycles, viral popularity on social media, and products that are here today and gone tomorrow. This is what he considers true luxury.
Content and glamour in cinema
Cinema is another space where trends dictate value. Shouldn’t movies provoke, move, and challenge viewers? Raza certainly thinks so. Driven by a desire to explore deeper themes and unconventional storytelling, he ventured into filmmaking with his debut passion project, Leech.
Raza made his debut not only as a producer but also as an actor in a psychological thriller that was released worldwide. The film delves into tense relationships between human nature and morality — a reflection of Raza’s interest in layered storytelling, whether in fragrance or film.
Raza’s storytelling is not limited to fragrance. His foray into cinema began with the creation of Glamora Films, a film company focused on bold, thought-provoking narratives. Through Glamora, he directed and starred in his debut film, Leech — a psychological thriller exploring tense relationships between human nature and morality.
The film company tells stories that linger in memory, rather than just entertain. It avoids quick success,
© Puhova Marina
