Luxury perfume doesn’t start in a glossy bottle. It starts with memories assembled into a fragrance in fields and labs. And that’s exactly what unfolds as our Editor-in-Chief, Kamiya Jani, steps into the hidden world of fine fragrance with I’M Rasasi. From its origins in Southern France, to landing in the streets of Monaco and finally nesting its heart in Dubai, Rasasi’s story is a global one, shaped across generations.
Why Grasse Still Rules The Perfume World
An hour away from Nice sits Grasse, a town where perfume is a way of life. Centuries ago, glove makers in this region began scenting leather to mask its odour. That simple idea to cover the smell accidentally led to Grasse becoming the birthplace of modern perfumery. Today, it grows some of the world’s finest jasmine, rose, and lavender, all nurtured by the perfect climate and mineral-rich soil. The craft has become so sacred that UNESCO now recognises it as cultural heritage.
For I’M Rasasi, Grasse is its most important pillar and the core sourcing destination. French floral ingredients meet deep Middle Eastern notes like oud, amber, and musk. This creates fragrances that feel both refined and soulful. French precision handles the structure, while Arabian character gives the perfume the depth it needs.
Visiting The Past At The 100-Year-Old Distillation Unit In France
In this episode, Imtiyaz Rasasi took Kamiya Jani to experience the everlasting perfume at the 100-year-old distillation unit in France. Although the unit is not operational now, the fragrance in the air makes us feel like the past never left the area.
Inside A Factory Where Perfume Is Treated Like Science
Once raw materials arrive, science takes over. Inside I’M Rasasi’s state-of-the-art factory in southern France, lab coats and glasses are mandatory. Veteran perfumers with over two decades of experience work alongside machines that measure ingredients down to microscopic accuracy.
Formulae move from concept to compound without human hands touching the process. Hygiene, consistency, and precision come together to fill up massive tanks that blend up to 6,000 litres at once! For I’M Rasasi, perfume isn’t just liquid in a glass. It’s about memories, emotions, and storytelling.
Turning Memories Into Molecules
One of the most fascinating ideas behind I’M Rasasi is simple but wild: any smell can become a perfume. From childhood homes to a favourite dessert or even the scent of stone can be converted into a bottle of perfume. All it takes is using advanced scent-capturing technology in a machine called Contexa. I’M Rasasi can analyse airborne molecules and recreate them in liquid form. This approach treats fragrance as personal identity.
Monaco, Inspiration At Full Volume
Imtiyaz and Kamiya took a short helicopter ride to land and explore the story of the perfume in Monaco. After all, perfume bottle design and scent profiles draw their inspiration from the light, coastline and architecture of this destination.
One fragrance draws from the mineral freshness of the marina while another captures the champagne-fuelled energy of Saint-Tropez.
The French Riviera is the destination where it all begins for perfumers. Imtiyaz Rasasi says Grasse is the capital of the perfume world, Monaco has that timeless elegance, but for him, Dubai is where his heart is.
When Technology Meets Legacy At I’M Rasasi Factory
I’M Rasasi founder believes a perfect bridge between heritage and innovation is the key to success. As Founder Imtiyaz Rasasi quoted, “This perfume can be recreated even after 50 years, if my grandson hands the recipe to a lab.”
From Dubai Dreams To Global Prestige
Seeing I’M Rasasi displayed along Monte Carlo’s most exclusive corridors marks more than business success. Completing a journey which began as a family dream in Dubai, the emirate inspires him to take his success to a global stage.
If you stay true to your passion like Imtiyaz Rasasi, even the most impossible places can become home. If perfumes spark your curiosity, take a moment to explore I’M Rasasi’s fragrances in Dubai, and you might find a scent that stays with you for a long time.
Cover Image Courtesy: Internal
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