Created by perfumer Dana El Masri, Jazmin Saraï
explores the multiplicity of the senses through convergence of scent, music & culture.
Jazmin Saraï embodies the union between the queen of white flowers and the king of musical genres, Jazz, wafting along in unison through the inner walls of a palace (Saraï). Each perfume is an olfactive reimagining... An homage to the artists that inspired them.
Jazmin Saraï perfumes are non-binary, made for everyone, in small batches with biodegradable ingredients, making for a sustainable practice. Jazmin Saraï tells the stories of artists, people of colour, swapping the eurocentric lens for one sharper in its nuance.
By connecting scent, sound and culture, we raise awareness on the unappreciated and under-served. Scent is the sense most strongly linked to memory and emotion. It’s all about feeling good and making an impression, like a good perfume should.
Scent and sound, invisible mediums, elicit raw emotions from deep within. Combined, they offer a glimpse into the world of synesthesia*, highlighting the power of music and the effect of the sense of smell on our subconscious.
*Synesthesia is the merging of the senses. Some people perceive life through multiple senses at a time. It's involuntary for the most part but most syntesthetes find it to be a gift.
Dana El Masri is a perfumer trained at the Grasse Institute of Perfumery. She is an interdisciplinary artist with experience in several cross-modal practices, as well as a published fragrance writer. She has been an AO judge for several years and is the winner of a Jasmine Literary Award and a Perfumed Plume.