Fragrance brand Mind Games is doubling its product offering with a new collection.

The brand, which was founded by fragrance licensee and distributor The Fragrance Group, is adding a collection of unisex scents to its offering. Called Soulmate, the collection entails 10 scents, priced at $375 each. 

They launch in the brand’s existing distribution, which includes Neiman Marcus and Bergdorf Goodman, this week.

It’s The Fragrance Group’s first fully owned brand, which debuted last year. The company, which holds licenses for Tumi, Brioni, Christian Siriano and others, said with international expansion plans on the docket in addition to the debut of Soulmate, the business is on track to exceed $20 million in sales in 2023.

The genesis of Mind Games started six years ago, said Alex Shalbaf, The Fragrance Group’s founder and chief executive officer. “It’s something that stands out very clearly in the marketplace,” he said, given that the brand draws its inspiration from chess. “I have a tremendous respect for the art of perfumers, as well as the art of the game, and I’ve been trying to see how I can bring them together in a way that’s translatable to consumers.”

The reception has been strong, he noted, adding that Soulmate fills olfactive gaps in the brand’s existing lineup. To that end, one scent, Gambit, has notes of petitgrain, lavender, clove, cardamom, geranium Madagascar, mimosa ABS, patchouli, sandalwood dreches and ambrostar captive. It sources ingredients from Symrise.

Alex Shalbaf

“The process of using super high-quality raw ingredients, natural ingredients and sustainably sourced ingredients, is in front of every creation we have,” Shalbaf said. “They’re expensive in terms of ingredients, but a brand like Mind Games, we have no budget for the perfumers and allow them to create with the most expensive ingredients.”

Mind Games has generated interest across demographics, with Shalbaf saying that the through line is avid fragrance consumption. “Our customer is everyone who appreciates fine fragrances. We’ve seen all kinds of consumers, it’s a universal brand that’s designed for every customer, and not specifically for a demographic.”

Digital marketing has been paramount for driving conversion, specifically video content on its website and across social channels. “We invest tons of money in creating these videos,” Shalbaf said. “The people who are involved with the brand for the past years are still involved, and there’s a consistency in delivering a message that’s very cohesive.”

Distribution is exclusive to department stores and the brand’s website, but Shalbaf said expansion was on the horizon as well in Europe, the Middle East and key markets in Asia. “The focus has been mainly in the U.S., since we’re a U.S. brand, and we would like to make sure we have a success story in the U.S. first. We are not in a great rush to open all of those countries unless we find the right partnership,” he said. “In the U.S., we are going to expand our distribution and are also in negotiations for our first boutique in New York.”

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