Reinvented’s Fragrance Launch in Dubai: A Fusion of Scent, Art, and Innovation
Written by Ally Santos
During my recent visit to Dubai for the Beautyworld Middle East, I had the privilege of attending an unforgettable event hosted by the visionary fragrance brand Reinvented. This extraordinary occasion celebrated the launch of their two newest creations: ETHEREAL SOUL and ODE TO PSYCHE, and it was an experience that left an indelible mark on me.
New perfumes from Reinvented / Photo: author’s archive
Having first encountered Reinvented at their debut in Scentxplore 2023 (on which they blind test attendees to vote for which fragrance stands out the most) and revisiting their work in Milan earlier this year, I’ve been consistently impressed by their unique approach to perfumery. Even amidst the anticipation for these two fragrances, Reinvented has already distinguished itself as a brand that blends creativity, innovation, and a modern aesthetic seamlessly.
A Night to Remember
Held at the stunning 2 Star Michelin Dubai restaurant, the event perfectly reflected Reinvented’s avant-garde ethos. Intimate yet spectacular, it brought together industry professionals for an evening that was equal parts launch party and immersive art experience. From a bespoke cocktail inspired by ETHEREAL SOUL to captivating insights from perfumer Özge Erdoğmuş Altınel, the evening was a celebration of creativity and collaboration.
The futuristic dining concept was a sensory feast, with each dish choreographed to align with visuals on immersive LED screens. The event’s storytelling extended beyond the fragrances, exploring humanity’s evolution, technological advancements, and the future of food. Every detail—right down to the illuminated attire of the waitstaff—was meticulously designed to leave a lasting impression.
Reinvented launch party / Photo: author’s archive
The Stars of the Night: ETHEREAL SOUL & ODE TO PSYCHE
Crafted by Özge Erdoğmuş Altınel, these two fragrances cemented Reinvented’s artistry:
• ETHEREAL SOUL is a luminous composition that intertwines cherry, liqueur-like notes, musk, and amber. The fragrance is both modern and comforting, blending warm balsamic amber with an exquisite lightness. This fragrance opens with a luscious burst of blackcurrant, cherry and raspberry, creating a mouth weathering blend of juicy sweetness and tart vibrancy. The blackcurrant brings a slightly tangy, almost green nuance, while the raspberry adds a playful, jam-like richness that feels both indulgent and refreshing. The fragrance begins to settle, these bright fruity tones slowly give way to a warmer, spicier heart, where subtle spices and florals emerge, adding depth and intrigued. The transformation is seamless, as the base notes of amber, patchouli and creamy woods begin to take center stage. These grounding elements wrap the initial brightness in a velvety, sensuous warmth, evoking a cozy, comforting feeling. The spiciness lingers softly, intertwining with the sweetness in a way that’s both sophisticated and addictive, making the fragrance evolve beautifully overtime into a perfect balance of vibrant energy and smoldering elegance.
• ODE TO PSYCHE is an stunningly intense woody-amber masterpiece that bridges the wild elegance of untamed nature with the refinement of modern luxury. It opens with a vibrant spark of pink pepper, geranium and juniper, creating a fresh yet slightly spicy introduction that feels alive with energy. As it transitions, the heart unveils a warm, textured blend of cedarwood, cashmere wood and patchouli, wrapping the scent in an earthy, velvety embrace. The dry down is where it’s true magic lies; a base of vetiver, amber and white musk emerges, grounding the composition in a rich almost primal depth. This combination evokes the lushness of rainforest after a downpour, mingling the scent of wet earth, greenery, and soft woods at the same time, it radiates a sense of nostalgia and renewal, balancing the raw beauty of nature with a polish sophistication of luxury. A fragrance that feels timeless forward-thinking— a true ode to both nature and artistry.
Reinvented launch party / Photo: author’s archive
As Özge explained, these fragrances embody the cultural diversity of her home city, Istanbul, a bridge between Europe and Asia. This duality is reflected in the fragrances’ ability to balance contemporary openings with traditional oriental bases.
A Feast for the Senses
The evening wasn’t just about the fragrances; it was an exploration of the synergy between scent, taste, and visuals. Each dish served was a masterpiece, designed to mirror the creative spirit of Reinvented. From intricate plating to imaginative narratives, the dining experience complemented the brand’s ethos beautifully.
Reinvented’s launch was a multisensory celebration of art and innovation. The fusion of visionary perfumery, cutting-edge dining, and immersive storytelling created an event that was as inspiring as it was unforgettable.
Ally Santos / Photo: author’s archive
With ETHEREAL SOUL and ODE TO PSYCHE, Reinvented continues to push the boundaries of what a fragrance can be, and I am thrilled to see how these creations resonate with fragrance lovers around the world.
This event reaffirmed what makes Reinvented so special: their commitment to redefining the art of perfumery while crafting experiences that engage all the senses. A heartfelt thank you to Sofia Souabni, Özge Erdoğmuş Altınel, and the entire Reinvented team for this remarkable journey.