Over the past year, Alex’s vision has translated into significant global impact.

MIND GAMES has expanded internationally, secured prestigious retail partnerships, including Selfridges, and achieved strong commercial growth, all while emphasizing sustainability and innovation through its exclusive partnership with Symrise.

Innovations such as perfumer-forward storytelling, raw-material transparency, and multi-sensory retail experiences have challenged industry conventions and reshaped consumer expectations.

More than a founder, Alex Shalbaf is a cultural architect whose work bridges niche artistry and global relevance. By demonstrating that intellectual depth, ethical sourcing, and commercial success can coexist, he is inspiring the next generation of fragrance creators – and redefining luxury fragrance as both an art form and a cultural force.