Sabah Karimi

INTERVIEW:

You describe the scents as “wearable confidence.” Was that always the goal—and do you see them replacing traditional perfume or coexisting with it in a new kind
of ritual?

Wearable confidence has always been central to our vision. Fragrance is more than just scent; it’s a statement you make without words. We don’t see VEXA fragrances replacing traditional perfumes, we see them as expanding their role in your daily life. It’s about redefining perfume as part of your daily wellness and confidence ritual rather than just something you spritz before leaving the house.

Traditional perfumes are worn purely for scent and self-expression. VEXA fragrances take this further by merging fragrance with mood enhancement to create an experience that not only makes you smell incredible but also helps you feel more confident, empowered, and present.

You’ve taken the idea of an aphrodisiac scent to the next level by infusing your
perfumes with oxytocin peptides. What inspired you to merge emotional chemistry
with fragrance—and how do these peptides actually enhance the sensory or
seductive experience?

We wanted to create fragrances that do more than just smell good or get compliments. Oxytocin peptides were chosen because of oxytocin’s role in promoting feelings of connection, confidence, and calm.

The peptides we use are designed to mimic these emotional cues, enhancing the scent’s impact so your fragrance makes you smell good and feel good. This adds a
subtle boost of sensuality to the experience, creating an irresistible allure that goes beyond just scent.

Many women tell us their partners and friends notice something they can’t quite place – it’s not just the scent, it’s the energy they radiate when wearing it.

Most mood-boosting perfumes rely solely on olfactive triggers. What made you want to go a step further and include certified mood-enhancing peptides?

Fragrance alone can powerfully shift our mood but we saw an opportunity to amplify that effect. Incorporating peptides that emulate the emotional benefits of oxytocin aligned with our vision of creating a truly sensorial, multi-layered experience rooted in both aromachology and innovative cosmetic science.

How does the oxytocin peptide actually interact with the body—does it get absorbed through the skin, or does it work primarily through inhalation?

Our oxytocin peptide is a cosmetic-grade active designed for topical use. While traditional oxytocin acts as a hormone in the body, our peptide works on a sensory level, enhancing mood and well-being without entering the bloodstream. It’s designed to elevate the fragrance experience in two ways: first, by enhancing the wearer’s emotional response through inhalation as part of the scent ritual, and second, by enhancing the formulation itself.

The peptide interacts with the fragrance base to help bind and carry the scent molecules, which is partly why our perfumes have such a strong, long-lasting scent trail compared to many conventional fragrances. It amplifies both the scent’s performance and the emotional experience it delivers.

Oxytocin is often discussed in scientific and therapeutic contexts. What were the
biggest hurdles in adapting it for cosmetic-grade perfumery?

One hurdle was translating a therapeutic concept like oxytocin into a beauty formulation safely and effectively. Using real human or animal hormones in fragrance isn’t feasible or safe – and nobody in the industry does it.

Our goal was to capture the emotional benefits without medical implications. We worked with our formulation partners to incorporate a cosmetic-grade peptide inspired by oxytocin’s effects, ensuring it remains stable and suitable for topical fragrance use while still evoking that desired sense of calm, confidence, and connection.

Did you consider other neuroactive ingredients—like GABA, nootropics, or
adaptogens—before choosing oxytocin?

We explored several mood-enhancing ingredients but felt oxytocin peptides aligned most with fragrance’s innate emotional purpose – connection, confidence, and feeling good. That said, we remain open to integrating other ingredients in future formulations.

Can you elaborate on the Fusion Butter and how it functions as a “fragrance
primer”? What inspired its dual skincare–scent technology?

Our Fusion Butter was inspired by traditional Middle Eastern beauty rituals where women layer rich body oils and butters to lock in fragrance, creating a scent trail that lasts for hours. We wanted to bring that ritual into a modern context while offering more than just hydration.

Formulated with an ingredient called Pullulan – a natural adhesive known for its ability to create a smooth, tightening effect on the skin – our Fusion Butter acts as a priming base that helps fragrance adhere better and project longer. It creates an invisible layer
that holds scent molecules to the skin, extending wear while leaving it velvety soft.

At the same time, it functions as an indulgent skincare treatment with shea butter and nourishing oils, so it feels like a luxurious self-care ritual with real functional benefits. We see it as bringing the sophistication of luxury skincare into fragrance, creating a ritual that feels as indulgent as it is effective.

For us, it’s about elevating fragrance application into a sensory moment that fuses scent, texture, and mood – just as beauty rituals have done for centuries.

Are there any plans to track biometric or emotional responses in users—perhaps
through wearable tech or customer trials—to validate the mood-boosting claims?

We’re always gathering consumer feedback to understand how our fragrances make people feel and we closely follow the emerging research around scent and emotion. While we’re not pursuing biometric tracking at this time, we do plan to conduct our own consumer study to better understand and validate the mood-enhancing experiences our customers have been reporting. We remain focused on creating products that deliver a meaningful sensory experience.

Do you foresee a future where VEXA might develop adaptive or AI-personalized scent profiles based on a person’s emotional state?

Absolutely. As AI and biosensing technologies advance, adaptive scent profiles could become an extension of emotional self-care and beauty routines. AI has incredible potential to help consumers understand themselves better, including their scent preferences. We’re intrigued by the potential to personalize fragrance experiences based on real-time mood states, adding another dimension to our mission of wearable confidence.

While adaptive formulations aren’t part of our near-term roadmap, we do see AI as a tool to guide people toward the fragrances that best align with their current moods, goals, or even social settings.

For example, AI could analyze a shopper’s personality traits, mood states, or daily intentions to recommend the ideal fragrance for how they want to feel or be perceived that day.

Our brand is very focused on helping women build a fragrance wardrobe that enhances their emotional landscape and sense of self. AI personalization could become a powerful way to connect women with the scents that elevate them most authentically.

Do you think consumers are becoming more open to the idea that fragrance can be
felt as much as it’s smelled?

Yes. Consumers today want products that do more – beauty with function, scent with purpose. We’re seeing a clear shift where fragrance is no longer just about smelling good but about how it makes you feel.

People are starting to see fragrance as something they experience emotionally, whether it’s feeling more confident, empowered, or simply more like themselves. The idea of “feeling a scent” resonates because it taps into our desire for experiences that are immersive and transformative.

As beauty becomes more integrated with self-care and emotional well-being, fragrance is evolving from a passive accessory to an active part of someone’s daily ritual. More consumers are opening up to that shift.

What’s your take on the future of multi-sensory beauty—do you see scent becoming part of our daily mental wellness toolkit?

Absolutely. Multi-sensory beauty is the next frontier. As our lives become more digital and screen-based, consumers are craving rituals that ground them in the present and reconnect them to their senses. Fragrance is uniquely positioned for this because of its direct link to memory and emotion.

At VEXA Beauty, we’re leading this shift by creating fragrances that deliver more than just scent – they’re designed to boost mood, confidence, and presence. We see scent evolving from a simple finishing touch into a powerful form of emotional expression and self-care, helping people feel grounded, empowered, and truly themselves in their daily lives.

Fragrance is evolving—from a personal signature to something almost therapeutic. Where do you see scent heading next, and how do you see VEXA shaping that future?

I see fragrance moving beyond aesthetics
to become an integral part of self-expression and emotional well-being. The
future of scent is personal. It’s about building a fragrance wardrobe that
reflects your moods, intentions, and desires on any given day.

At VEXA Beauty, we’re shaping that future by creating perfumes that function as sensory rituals, helping women develop their unique scent style while enhancing their everyday experiences. Whether it’s feeling grounded before a meeting, adding allure to a night out, or simply creating a moment of confidence in the morning, fragrance will become an emotional accessory as essential as skincare or makeup.

We want VEXA Beauty to lead that shift – empowering women to connect with themselves and their environment through scent in a way that feels intentional, immersive, and deeply personal.