2025 Retrospective: new fragrances, new countries, new encounters – MAJOURI

2025 Retrospective: new fragrances, new countries, new encounters

Published at 2025-12-19
by Majouri Fragrance

2025 was a year of movement, encounters and expansion for MAJOURI. From international trade shows and the launch of a new sesame‑based fragrance, to new retail partners around the world and the brand’s arrival on TikTok, our house crossed several key milestones.

Here’s a look back at the highlights of a year that helped grow the MAJOURI universe.

 

MAJOURI meets fragrance lovers worldwide

In 2025, MAJOURI strengthened its position on the international perfumery scene by taking part in several key niche fragrance events, including Esxence and Tax Free shows.

These events were an opportunity to:

  • present our collections to industry professionals, fragrance lovers and niche curators

  • share the MAJOURI DNA: narrative, gender‑inclusive fragrances with a strong signature, created with exceptional perfumers

  • connect directly with retailers, distributors and experts, and imagine the next chapters of the brand together

More than just a showcase, these trade shows are real spaces for dialogue, where new collaborations are born and MAJOURI’s future destinations take shape.

 

Blanc Sesame: a cocoon of softness and a shared experience

Among the major launches of 2025, Blanc Sesame stands out. Inspired by golden sesame, a still‑rare ingredient in perfumery, this new fragrance is a quest for softness and comfort – the feeling of being wrapped in a cocoon.

Driven by a modern white musk, Blanc Sesame softens the brightness of mandarin and balances the roasted nuances of sesame, keeping only their most comforting facets. It then elevates a delicate bouquet of white flowers, before melting into tonka bean and coffee accords, crafted like a light creamy foam that envelops the skin in a soft, soothing veil.

The result is an intimate, cocooning fragrance, conceived as a moment for yourself, in a calm, warm and protective atmosphere.

To celebrate this launch, MAJOURI hosted a first Masterclass in Utrecht, at Le Parfum Boutique, bringing together several content creators. Blanc Sesame was paired with Imperial Vanilla, around delicate dishes inspired by both fragrances – an experience where what you smell and what you taste mirror each other.

Encouraged by participants’ enthusiasm, more events of this kind are already being planned for the coming months.

 

MAJOURI worldwide: new boutiques and new encounters

2025 was also a year of strong geographical expansion. MAJOURI entered several new markets and retailers, strengthening its international presence and connecting with new audiences.

Highlights of this expansion include:

  • New partner points of sale

  • New partnerships signed for exciting store openings planned for 2026, notably in Mexico, Romania and Bangladesh

Each new retailer is a gateway into the MAJOURI universe. Together with our partners, we strive to offer an experience true to the house’s DNA: a warm welcome, attentive listening, personalised guidance, and a focus on fragrance as a personal language, rather than a simple accessory.

 

MAJOURI joins TikTok

2025 also marked a turning point in the way we communicate: MAJOURI launched its TikTok account.

Why TikTok?

  • To talk about fragrance differently, through a more spontaneous, creative and direct video format

  • To reveal behind the scenes of the brand

  • To connect with a new generation who discover, test and choose their perfumes through social media

 

In 2026, MAJOURI will continue this momentum with new store openings, unexpected olfactory creations, and even more moments of sharing, in order to keep carrying its fragrances and emotions to fragrance lovers all around the world.