How Nadia Benaisa Created Les Soeurs de Noé
The fragrance line tells the story of a vibrant dual heritage and the connection between scent, memory and emotion
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How Nadia Benaisa Created Les Soeurs de Noé
The fragrance line tells the story of a vibrant dual heritage and the connection between scent, memory and emotion
The best fragrances spark emotions. Whether it’s a scent redolent of a treasured moment or loved-one or an aroma that transports you to a different place and time: there’s an emotive magic to perfume.
It’s precisely this quality that Nadia Benaisa set out to capture when she founded her brand, Les Soeurs de Noé. Inspired by childhoods spent visiting her grandparents in Morocco from her home in Belgium: everything from the scents themselves to the intricately designed bottles speaks to this fusion of culture, heritage and memory.
Working in collaboration with New York perfumers Jerome Epinette and Pierre Wulff, Nadia describes Les Soeurs de Noé and its fragrances as symbolising the future while honouring the past. She cites her three children as the inspiration for the brand’s genesis: the inspiration for the name and ethos of the brand, which is built around the four core values: authenticity, respect, candour and generosity.
Liberty spoke to Nadia from her home in Brussels, to discover the captivating tale of the brand first-hand.
The Story of Les Soeurs de Noé
What's the story behind Les Soeurs de Noe – how would you describe the ethos of the brand?
Les Soeurs de Noé was created to share the memories and emotions of my life through perfumes. Each scent encapsulates experiences from my childhood vacations in Morocco and my life experiences, reflecting the deep connection between my dual heritage of Belgium and Morocco. The brand embodies the bridge between the West and the East, harmoniously blending these cultures. The ethos of the brand is rooted in capturing and celebrating these emotional and cultural connections.
Describe the brand in an elevator pitch…
Les Soeurs de Noé is an exclusive fragrance house that transforms personal memories and cultural heritage into exquisite scents. Inspired by the Mediterranean horizon, vibrant Moroccan summers, the golden sands, and enriched by all my encounters and travels around the world, each collection tells a unique story and creates a sensory journey that bridges the East and the West, capturing the essence of diverse experiences and cultures.
When did you first become interested in fragrance? What do you love most about it?
My fascination with fragrances began during my childhood visits to my grandfather’s house in Tangiers, where the air was filled with the scents of jasmine, rose, orange blossom, olive trees, and fig trees.
After graduating from university, I tragically lost both of my parents in an accident. This profound loss led me to return to Morocco several times, where the familiar scents helped me reconnect with my parents and find a sense of balance and healing.
What I love most about fragrances is their ability to evoke powerful emotions and memories, transforming everyday moments into extraordinary experiences.
How did your children inspire you when you were creating the brand?
My children were a major source of motivation for creating Les Soeurs de Noé. Their presence gave me the energy and determination to realise this dream. The name of the brand itself is a tribute to them, symbolising the future while honouring the past.
What’s the meaning behind the name of the brand?
The name "Les Soeurs de Noé" translates to "The Sisters of Noé" and is a tribute to my children (Yara, 12 years old, Nahla, 9 years old, and Noé, 7 years old). It reflects the familial bonds and the nurturing aspect of the brand, while also connecting to the idea of heritage and continuity.
[A] harmonious blend of Eastern richness and Western sophistication embodies the essence of Les Soeurs de Noé
You’ve said that Les Soeurs de Noe represents the link between East and West – in what way?
Les Soeurs de Noé reflects my dual heritage, drawing inspiration from both my Moroccan and Belgian roots. The Eastern influence is seen in the evocative scents inspired by my childhood experiences in Morocco and my life experience, such as the vibrant colours and aromas of jasmine, rose, and orange blossom.
For the Western part, I aimed for an elegant and sophisticated design, meticulously crafted in France. I work closely with Robertet, a renowned French supplier of natural raw ingredients, ensuring that the conception and creation of our perfumes are deeply rooted in Western craftsmanship and excellence.
This harmonious blend of Eastern richness and Western sophistication embodies the essence of Les Soeurs de Noé, creating a unique and impactful fragrance experience.
Do you have a signature scent within the collection?
Each collection has its own unique signature, but if I had to choose, the Ruby collection stands out. It embodies the passion and joy of Moroccan summers with its deep red colour and rich, vibrant notes of red fruits.
What is the story behind Mitsio Vanille?
Mitsio Vanille is inspired by a journey to Madagascar, where my husband and I joined an association that builds schools in villages.
The natural vanilla scent surrounding the village where I played with the children left a lasting impression and evoked strong, unforgettable emotions in me. This fragrance encapsulates the essence of that beautiful experience, blending the joy of those moments with the enchanting aroma of natural vanilla.
What does success look like to you?
Success, to me, is about creating fragrances that resonate emotionally with people and evoke their own cherished memories. It’s also about maintaining the highest standards of craftsmanship and sustainability, ensuring that every bottle of Les Soeurs de Noé is a true work of art.
What’s your biggest distraction?
My biggest distraction is balancing the creative process with the operational demands of running a business. It’s a challenge to switch between the visionary and the practical aspects.
When are you at your most creative?
I am at my most creative when I am immersed in nature. The colours, scents, and atmosphere inspire me profoundly.
