Fragrance As Art: ROJA’s founder and CEO on craft, integrity and brand philosophy

Lifestyle

AUDREY MINARD
CEO, ROJA London

As CEO, what is one commercial compromise you refuse to make even if it means slower growth?
I would never compromise on the integrity of our brand or the quality of our creations. Every decision begins with two considerations: staying true to our values and listening to our clients. Their trust and loyalty have been built over time and protecting that relationship is of paramount importance. Whether it is product development, storytelling, or the retail journey, we focus on continuous improvement of the experience of the client while remaining faithful to the DNA of timeless ultra-luxury.

How do you protect artistic integrity when commercial pressure pushes for faster, safer releases?
ROJA London has always been driven by creativity and craftsmanship over market trends. Since launching in 2011, ROJA London has become a pioneer of modern haute perfumery. Over the past five years, I have led the brand’s vision and global expansion. Originally a founder-led house, ROJA London has evolved into a stand-alone brand. I spearheaded a rebranding strategy that built the connection from an individual figure to a more universal, human narrative. This has resulted in a more accessible, engaging brand experience and releases that resonate with a broader, global audience, whilst remaining faithful to our loyal clients and connoisseurs, many of whom have been with us from the beginning.

How do you decide which creative risks from ROJA London become global launches versus limited editions?
When deciding which creative concepts become global launches versus limited editions, we always begin with our brand identity and long-term vision. Every launch should elevate the brand while engaging and inspiring both existing and new clients, whether through new launches or by celebrating our iconic pillar fragrances. Limited editions are often reserved for special luxury partnerships and unique storytelling opportunities. Over the years, we have developed exclusive collaborations with Harrods, Neiman Marcus, and Bergdorf Goodman, creating distinctive fragrances that resonate with specific audiences and occasions. Similarly, our global flagship boutiques offer exclusive creations tailored to their markets, generating excitement, encouraging discovery, and reinforcing a sense of rarity and exclusivity. A recent example of our collaborative approach is the Harry Potter collection, which celebrates British creativity, craftsmanship, and artistry through the magic of perfumery while engaging a global fan base. After all, fragrance, like magic, has the power to evoke emotion and transform how we feel.

Many niche brands chase trends like gourmand or oud. How do you avoid just following the crowd?
Our philosophy has always been to create a diverse olfactive portfolio that allows clients to discover fragrances that truly reflect their individuality. Rather than pursuing trends, we focus on creating exceptional fragrances across a wide range of styles and families. Oud has been part of our DNA since the brand’s inception and played a significant role in establishing our reputation. At the same time, some of our most successful creations globally are fresh, vibrant fragrances such as Elysium, Burlington 1819, and Isola Blu. That balance reflects our commitment to creativity and expertise, and to finding the perfect fragrance for our clients, rather than trend-driven innovation.

You unveiled Espresso Aoud in London. Why was London the right city for this launch?
London was the natural home for the launch of Espresso Aoud as it represents the inception of the brand and is home to our flagship boutique in The Burlington Arcade. We launched simultaneously with key retail partners in the Middle East to reflect the current global appeal of oud. What was once considered a regional ingredient has evolved into one of the most recognised and loved notes in modern perfumery, and we fully embrace this as pioneers of the oud category.

ROJA DOVE
Founder, ROJA London

Espresso Aoud is a gourmand twist on oud. What makes the Aoud Collection still worth reinventing after all these years?
Since launching the brand in 2011, we have become globally recognised as the authority on oud, and so it was important for us to disrupt and do something totally unexpected and surprising. The result is Espresso Aoud which is a modern twist on the Aoud Collection. Espresso Aoud takes oud to the next level by combining it with roasted coffee beans. In the background, caramelised nuts evoke a little sugar in your coffee, finished with pistachio which gives a very creamy quality. I adore oud because I love the thought of taking an ancient ingredient and modernizing it in new and surprising ways for extraordinary experiences.

ROJA London stays ultra-niche while others expand. What is your single non-negotiable when creating a new scent?
As an ultra-luxury brand, my thoughts are always on the creativity of a fragrance and how we tell stories through the language of ingredients. Based on a brief from ROJA London, we are united in the belief that we can never be driven by budget, otherwise creativity and artistry are stifled.

Your fragrances are called addictive but not mainstream. How do you balance wearability with provocation?
Our fragrances are carefully composed expressions, blending imagination with expertise to create multilayered, theatrical, and personal olfactory stories. All fragrances are treated as art pieces, expertly hand-finished, echoing the legacy of traditional British craftsmanship. Like fine jewellery for the senses, these are statement pieces.

What keeps a Roja fragrance unmistakably Roja beyond the ingredients?
Our timeless olfactive objects are deeply individual. Our clients are encouraged to discover madeto-measure signature fragrances through the art of layering for a personalised experience, whilst connecting with raw materials for a meaningful connection to the making of each of our fragrances. If you had to describe ROJA London in three words without naming a single note, what would they be? Opulent. Complex. Longevity.