Our Story
Alemar didn't start with a business plan. It started with a bad habit.
I loved fragrance and was constantly buying perfumes — designer bottles, cheaper alternatives, anything I could get my hands on, just to see what I liked. What started as an interest probably became a bit of an addiction. But the more fragrances I bought, the more curious I became about what I was actually spraying on myself.
Eventually, I wanted more control. I wanted to understand what went into a fragrance, why certain scents worked together and, instead of accepting a finished perfume for what it was, see if I could take it somewhere different.
That's where the experimenting began.
At first, it wasn't about making perfume to sell. I was creating for myself, my wife and our family, playing around with different combinations and learning as I went. One of the turning points was making our hybrid room scents. I started combining fragrances to create something different rather than simply trying to copy a scent that already existed.
I shared them with family and friends, and people genuinely liked what I was making. That was probably the first time I looked at it as something that could become more than a hobby.
Alemar grew from there.
The name itself comes from my children's names, which felt fitting for something that started at home and was originally made for the people closest to me.
Forty percent
As I moved further into perfume, I kept testing and adjusting until I landed on a 40% extrait concentration. There wasn't some complicated formula behind choosing 40%. It simply felt like the sweet spot — enough richness and presence to give me what I wanted from a fragrance without losing what made the scent enjoyable in the first place.
That process of experimenting is still a big part of Alemar today.
We're a growing fragrance house. We're making progress, we're making sales, but I'm more interested in becoming better at the craft than pretending we've already mastered it. Every fragrance teaches me something, and every new creation is another opportunity to refine what Alemar can be.
Made to be used
I also never wanted Alemar to be something you buy just to sit on a shelf and look expensive. Fragrance should be used.
That's why our perfumes come in a practical 50ml size that can travel with you — in a handbag, man bag, suitcase or carry-on. And because fragrance isn't limited to what you wear, Alemar has naturally grown into room sprays and car scents too.
The idea is simple: wherever you are, there should be an Alemar scent that can go with you.
What started as buying too many perfumes became learning how to make them, experimenting with them and eventually creating something of my own.
And we're still only getting started.
Alemar — Made to be remembered.