About

The house

What's Your Parfum? is a fragrance media and advisory house. We tell the stories of the houses, the makers and the materials, in English and in French, and we help fragrance brands find the right partners across borders.

Our name is a question, and it is the one we ask everyone we meet. Behind every answer there is a memory, a place, a person. That is what we write about.

The founder

I'm Laïla Mammari, founder and editor-in-chief of What's Your Parfum?.

For eighteen years, I moved components and raw materials all the way to finished products. In the automotive industry, secure documents, then the digital industry, I negotiated with suppliers all over the world, worked through shortages, met deadlines people called impossible. It taught me never to let go of a project and to always stay positive.

Six months of study in Germany, then a few months in Shanghai. I worked every day in French, English, German or Arabic. I have travelled a lot, on my own or with others, always with the same wish: to discover other cultures. It taught me one thing: you understand a market when you understand the people who make it.

From every trip, I bring back a scented object. Years later, one breath is enough for everything to come back: a place, a moment, a person. That power fascinates me. A scent wakes up a memory, stirs an emotion. It is part of our lives. For me, it all began in childhood, with the scent of jasmine.

With What's Your Parfum?, I brought the two together: passion and rigour. As a media, I go and meet houses, perfumers, distributors. I ask questions, I listen, then I tell their stories. As an advisor, I help fragrance houses grow in new markets: reading the ground, finding the right partners, meeting them in person at the shows. From Lille, between Paris, London and the Gulf.

Keep your nose curious ✦