May 2026
SensoryFX is committed to strengthening perfumery expertise across the African continent through the ongoing development of its own perfumers. As part of this focus on continuous learning, our Senior Perfumer, Carla van Aswegen, recently visited Barcelona, Spain, for an intensive development programme. On her return, she reflected on how the experience has influenced her approach. We spoke to her about what she learned and how it is shaping her approach to crafting a distinctly African fragrance identity:
Q: Your development trip to Barcelona provided a unique vantage point on the global fragrance market. What is the most compelling trend you see dominating the industry right now, and how do you anticipate it evolving?
Carla: The premiumisation of fragrances within the market was such a compelling trend to witness in Spain and Europe overall. Niche or artisanal brands are experiencing great growth as personalisation and individuality becomes central to purchasing fragrances. Along with this movement towards premiumisation and individuality comes the need for sustainable sourcing and transparency. Younger generations are looking for fragrances that speak to their own identity, and they want that identity to be linked in all aspects of their lives including the way they smell.
Q: In terms of scent profiles, are there specific categories or notes gaining traction globally?
Carla: Gourmand, gourmand and then gourmand. It is so beautiful to see how traditional dessert-like notes are being incorporated into fine fragrances and layered on rich bases such as woodies and musk’s. We’re also seeing classic notes like vanilla continue to hold strong relevance, but in more complex and refined interpretations. Bringing a sense of indulgence, familiarity and comfort, these fragrances can be incorporated into so many facets of life such as home and personal care, not just in fine fragrances.
Q: SensoryFX is passionate about the need to grow perfumery talent across Africa, and the opportunity to reflect African cultures creatively. How can South African perfumers engage with global trends while remaining rooted in local identity?
Carla: South Africans have the great advantage of having such a diverse and beautiful country to draw inspiration from. We are rich in culture, language and landscapes. Incorporating global trends like gourmand profiles becomes a deeply creative and immersive experience when rooted in that richness. Botanicals like fynbos, rooibos and even buchu bring a uniquely local dynamic to fragrances and will allow other markets to experience South Africa through scent.
Q: You briefly worked with Master Perfumer Alice Gromez during your time in Barcelona. What was the most valuable lesson you brought back to SensoryFX?
I learnt so much from her in the short period of time that I was there, but one phrase that comes to mind is “when the fragrance starts to sing, stop composing”. Perfectionism can be a perfumer’s greatest ally or greatest curse as over editing or over formulating a composition can make you doubt the story you are trying to tell. But taking a deep breath and understanding enough is enough will allow you to see the beauty in the spaces you have in your formula and not feel the need to fill it up or close the gap. The best compositions are those that leave a lasting impression and feels effortless.
Q: Finally, what is your ultimate vision for the SensoryFX fragrance portfolio as you integrate these global learnings with our African focus?
Being South African and being able to live in this culturally diverse country is such a privilege and I love seeing that being translated in the fragrances we develop. Continuously learning from global exposure allows us to refine that perspective and ensure that what we create is both locally authentic and globally relevant. My vision is to see SensoryFX tell that story on a global stage and really introduce the market to what we have to offer—not only as a company, but as a country—while ensuring our clients’ products stand out and succeed in increasingly competitive markets.
Through exploring emerging trends, SensoryFX is committed to understanding consumer motivations, allowing us to create flavours that delight and inspire.
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