Created by perfumer Dana El Masri,
Jazmin Saraï explores the multiplicity of the senses through the convergence of scent, music & culture.
(Jazz-min Sar-eye) embodies the union between the queen of white flowers and the king of musical genres, Jazz, wafting in unison through the inner walls of a palace (Saraï). Each perfume is an olfactive reimagining; a homage to the artists and cultures that inspired them.
Jazmin Saraï perfumes are non-gendered, made for everyone, in small batches with biodegradable ingredients, making for a sustainable practice.
By connecting scent, sound and culture, we raise awareness on the unappreciated and under-represented. Jazmin Saraï tells the stories of artists, people of colour, and multi-cultural narratives, swapping the euro-centric lens for one sharper in its nuance.
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, yet most synesthetes 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.