Meet Ganiyu: The Black Owned Fragrance Company Bringing REPRESENTATION TO THE PERFUME INDUSTRY
PC: Astrl Projects, Jordan Perez
Ask any distinguished perfumer, and they will tell you that the capital of fragrances is in Grasse, France. The small town in the South of France is well known for popularizing the usage of perfumes, in an effort to combat the overwhelmingly strong stench of not having a proper plumbing system in the 1700’s. But the French are far from the first to create perfumes. The practice dates as far back as 2,000BC, crediting Taputti from Mesopotamia as the first chemist to whip up an alluring scent. For a millennium, Egyptians in the upper class wore perfumes to distinguish themselves from the lower class. The practice spread to China, India, Tunisia, and so forth. Europeans didn’t start creating or wearing perfumes in the 13th century (that’s 3,000 years later), so how come when we think of perfumes, we think of France? How come now, in 2023, the industry is predominantly owned by white European males?
I think you know why…
I recently spoke with Nimotalai Ganiyu, an LA based entrepreneur who launched her own fragrance company called Ganiyu Fragrance. In an attempt to find something more grounding and purposeful in a lofty city, she dug deep into her past and noticed how fragrances have always been an essential part of her daily life. As someone who has moved around a lot, fragrances have marked all of her homes and cities, and a single whiff of their designated scents brings forth a plethora of memories. With a lack of representation present in the industry, she set out to create a scent that touched upon her experiences, combining natural and synthetic ingredients sourced globally, adding onto her mission of being a culturally rich brand.
Florré: So tell me about Ganiyu, how do your perfumes smell and what do you hope they bring out in womxn?
Ganiyu:Currently, I only have one scent in the market but we do have a few in the pipeline. The one that we have available for purchase is “Onto You”.
Onto You parfum welcomes you with a citrusy bergamot for a splash of fruity goodness, followed by a floral bouquet of ylang ylang to add an air of romance. A musky-amber base stays smelling rich for hours upon hours, making this soft-yet-powerful fragrance versatile enough to wear all throughout the year. It’s the perfect scent that guarantees an expression of true opulence.
The name “Ganiyu” embodies our brand’s essence: wealth and self sufficiency. We believe that our products serve as a reflection of your inner self and hope that our fragrances continue to bring out the confidence to be who you are and step into your power.
Florré:Where and how do you source your scents, and what is the science behind your fragrances?
Ganiyu:I do a lot of research before deciding on what I like to think of as a “complete” scent. I like to know how the scent ingredients affect your mental health and also how pheromones work within various compositions. I layer my fragrances so typically when selecting a scent, I truly want it to feel gender free and like it can be paired with scents that you already own whether that’s lotions, body gels, oils etc.
Florré:What are some difficulties or missing links you see in the fragrance industry?
Ganiyu:The fragrance industry is a white European male dominated industry and because of this, I think it can be difficult to be seen as credible in the fragrance industry if your fragrances aren’t from Grasse (the fragrance capital). This causes a lack of diversity in the fragrance industry, resulting in companies targeting the same type of consumer over and over again.
African-American consumers, and all diverse consumers, want to see themselves authentically represented in marketing, and they want brands to recognize their value to the bottom line and this is where Ganiyu comes in.
Florré:And Ganiyu isn’t just using representation in their marketing, but you are representation at its core. Where do you hope to take Ganiyu in the next ten years?
Ganiyu:I hope to have a range of products from lotions, shower gels, oils, candles diffusers, etc. and to also have partnerships with brands who want to create their own fragrances, boutique hotels to stock our products and eventually I would love to venture into home decor and maybe architecture. I just don’t want to put the brand of Ganiyu in a box.
*If you’re interested in working with Ganiyu, you can contact her at nimo@ganiyufragrance.com
I had the pleasure of trying the Onto You scent as well. It balances expertly between floral and bergamot, with neither component overpowering the other. The harmony of the two alluring aromas bring out a sexy, confident, and grounded state of mind that’s empowering for everyday wear and nights out. It’s the kind of scent you pick up in a crowd and then feel the need to hunt down the delicious womxn wearing it. To anyone sensitive to scents, the natural ingredients of this perfume don’t sting the throat or cause any irritation either.
The Founder, Nimotalai Ganiyu
Nimotalai Ganiyu is a trailblazing entrepreneur, visionary leader, and CEO of Ganiyu Fragrance. With roots in Nigeria and African American heritage, she embodies a unique blend of cultures and perspectives that has shaped her extraordinary journey.
