In early May the back room of Ladurée in Soho, the confectionary hot spot known for its macarons and French atmosphere, was turned into a mini perfume lab as champagne-sipping guests tried their hand at concocting personalized fragrances. With nine different oils to choose from, including rose, citrus and oud, wannabe olfactory aficionados were encouraged to use two or three different scents to make their creations, but more adventurous participants threw pungency to the wind and opted for numerous oils instead. The perfunctory event was held to celebrate the US launch of Estevia Parfum, a Middle East-based company that found a successful niche creating masterful fragrances at modest prices, and to introduce the 25-year-old co-owner and CEO, Mushmoom Khan to the crowd.

Arriving to the states this year are 10 Estevia fragrances, four of which have already proven successful for the family-founded and operated business. Her Excellency Red and White, His Excellency Black and Blue and six new fragrances created for the North American market, including Brizo, Cabiri, Myrina, Erinys, Elpis and Carme, comprise the collection. Each retails for $39.99.

“In Dubai we like more musky, strong, woodsy scents, which is why our His and Her line has been so well received,” said Mushmoom. “In North America, the consumer wants something more floral, fruity, fresh and citric.”

Believe it or not, being named Mushmoom, which means full of fragrance, happens to just be a coincidence.

“I was born 15 years before my parents became involved in the fragrance industry,” she said. “My father was in the printing and manufacturing business and decided to print color and high quality designs on perfume bottles.”

Her father’s company was already manufacturing for other fragrance brands, but years ago the Khan family decided they could create a more affordable product without compromising opulence.

“I realized that there was a luxury gap in beauty and perfume products. I saw the need for a truly luxurious fragrance collection without the hefty price tag…one that stays on for six to eight hours,” she added.

High quality raw materials are bought in Paris, with the production and distribution facilities located in Sharjah, UAE. Until this month, Estevia Parfums were primarily sold in Kuwait, Oman, Qatar, Yemen, Bahrain, Saudia Arabia and Pakistan. Now the new series features scents for both men and women with sweeter fragrances for younger consumers, and warmer tones with hints of vanilla and jasmine, for the more mature-aged buyer.

Still in the market testing phase, like many small companies, Mushmoom is relying heavily on social media and Estevia fans to bring about brand awareness. And though their perfumes can be bought in 200-plus boutiques and independent stores in the Middle East, she has yet to find a retailer here in the states to carry the product.

“That’s our biggest goal for next year,” she said. “We’d like to be sold at Bloomingdales, Lord & Taylor, Macy’s or Sephora. We also plan to broaden our horizons geographically, with our eyes on the UK and Europe, as well as South America.”