Phoenix Flame: A Story of Resilience and Renewal

Inspiration Behind the Perfume
The myth of the phoenix is deeply woven into the identity of my homeland, Lebanon. A place that has been destroyed and rebuilt several times over the centuries. Growing up, we were told of this legendary bird that rises from its ashes, symbolising rebirth, renewal, and hope. For me, this mythical creature is a powerful reminder of resilience and the ability to rise above challenges. It is from this connection that my latest creation, Phoenix Flame, was born.

This perfume has been nearly two years in the making, evolving through countless iterations before finding its final form. Yet, from the very beginning, its vision remained clear: to craft a grounding fragrance as an ode to my roots, one that offers a sense of strength and empowerment —the kind of energy we seek when everything feels overwhelming and uncertain. With everything currently happening in Lebanon, I hope we can channel this resilience, and dream of a future in which that land and its people see better days. 

Quest for Sumac: From Spice to Scent
At the heart of Phoenix Flame lies a profound connection to my heritage. One of the key ingredients, sumac, is a red berry that is turned into a spice, growing abundantly across the region. Known for its tangy, lemony flavour, it’s a spice I’ve loved since childhood, sprinkled over Fattouch and Tabbouleh salads. I was determined to feature it prominently in this fragrance. However, capturing its essence was no easy feat. Early attempts to replicate its tarty, dusty aroma fell short—until a breakthrough came while working with a supplier in Beirut, Georges from Intuitive Alchemy. Sourcing sumac straight from local growers in Yahchouch and Ehmej, we created our own tincture and got it certified in the UK to ensure it met all compliance requirements. Being able to capture the unique tanginess and earthiness of sumac was a true triumph after years of experimentation.

The Scent Journey of Phoenix Flame
The perfume opens with the bright, earthy warmth of sumac, spicy cinnamon and cardamom, creating a vibrant and energising feeling . At its heart is immortelle, a flower also called everlasting, symbolising longevity and immortality. The base is a meditative blend of frankincense, myrrh, and natural Thai oud. Frankincense, with its spiritual, smokey and grounding properties, holds special significance to me as it has been used across various civilisations and religions, reflecting my home country's rich, multicultural heritage—a land where different faiths converge and coexist. For the oud, I chose a smooth and mineral variety, softer than the typical animalic ouds but one that still adds depth, richness and complexity to the blend.

Phoenix Flame is an invitation for a journey of self-discovery and renewal. Handcrafted in our London studio, every bottle carries a story of resilience, heritage, and hope. My greatest wish is for this perfume to remind you of your own power to overcome challenges, to rebuild, and to rise—just like the phoenix itself.

Phoenix Flame
Extrait de Parfum
Available in 50ml and 7.5ml
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