Despite studying politics at university, Mohammed Ne’emah trusted his gut instinct and strong sense of smell and created his very first fragrance at age 16. Since 1997, he’s built his brand Ne’emah from humble beginnings, and now boasts Sephora as his exclusive global stockist. With high-profile individual Prince Charles as his as his top customer, we were lucky enough to chat with him about his love for perfume, and more.
Can you tell us more about your company and how you started creating perfumes?
I love scents because there is always something new to discover everyday. I come from a family of perfumers – my great grandfather in 1952 created fragrances, but I started experimenting with scents when I finished high school. I decided that I wanted my own brand named after our family name ‘Ne’emah’, and my first store was a tiny shop that measured 2 by 3 metres.
Sephora Middle East approached me at first to stock some scents exclusively. Soon enough I expanded to Asia-Pacific, and the rest of the world.
Why do you love fragrances?
They can describe a feeling, set the mood, and add colour to a past memory. Whether it’s happiness, sadness, or even a location… there is a smell that accompanies it.
Where do your scents come from?
To this day, I still like to collect all the ingredients myself. I go and source sandalwood from India and Australia, roses from Bulgaria, Istanbul, France, Morocco and Egypt; cedarwood from Texas, ylang-ylang from Indonesia… it’s like an adventure for me.
Which is your favourite fragrance from your range, and why?
The first fragrance I created, was ‘Laya’, which tells the story of femininity. In particular, it embodies a Middle Eastern woman who is well-travelled. This scent has been my best-seller since day 1, because everyone around the world seems to associate to it well. The notes of cedarwood, vanilla and white musk are quite creamy and mellow, and it’s not too shocking for people to try.
What’s the best way to build a scent wardrobe?
You should have different fragrances for each season. For winter and autumn, try scents that feature stronger notes like patchouli, rose, amber, and woods. For warmer seasons like summer and spring, go for citrus and light floral notes – they’re a lot fresher on skin.
What’s your best advice for buying a new fragrance?
Just follow your nose. Fragrances are just like food – if you like it, then you’ll want more of it. When you’re trying a fragrance for the first time, try it on your skin in the morning when your senses aren’t muddled. All fragrances smell different once they’re mixed with your natural body odour, so leave it on for a couple of hours, then decide if you like it.
Ne’emah fragrances are exclusively available at Sephora Australia.
What are your top tips on building a scent wardrobe?
