EXCLUSIVE: The Alchemist Atelier Aims to Reinvent Bespoke Fragrance

PARIS — Personalization and digitalization — two of beauty’s biggest trends today also happen to be two of the perfume industry’s prime pain points. But The Alchemist Atelier aims to fix that. The new bespoke perfume brand from Noustique, a company born from the recent joint venture between fragrance and fashion firm Puig and home appliance manufacturer BSH Hausgeräte GmbH, is launching in tandem with the opening of its first pop-up in Paris today. There, people can concoct their own fragrances with — if desired — the help of perfumery-trained “alchemists” and leave with the samples they created. On site, too, customers may buy the easy-to-use, speedy, app-connected device, called the Scent Creator, which allows them to make their own perfume anywhere. The Scent Creator.  Courtesy Photo The project is the brainchild of Álvaro Suárez, a product design engineer with a hobby of making inventions. He now serves as Noustique’s chief executive officer. “It is a disrupting solution for the market,” he said, of The Alchemist Atelier. It’s an idea Suárez hatched while working in BSH’s corporate innovation department, where he focused on how to provide value and technology for consumers, and new business models. The thinking behind The Alchemist Atelier, according to Suárez, was “how can

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